Germany Takes Top ‘Nation Brand’ Ranking, As U.S. Drops to Sixth 11/17/2017

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While
Americans’ notion of their nation has risen, international notion of the United States noticed a considerable decline over the previous yr, inflicting the U.S. to drop from first to sixth place in
Anholt-GfK’s annual Nation Brands Index (NBI). 

Germany moved from second to first place; France rose to second place from fifth; and the U.Ok., which misplaced some
floor after the Brexit vote, improved its rating and maintained its third-place rating.  

Japan noticed a big (2.12-point) bounce in its rating and made the highest 10 rating for
the primary time since 2011, tying with Canada for fourth place. Italy rose to sixth place, from seventh. 

Switzerland, Austria and Sweden maintained their eighth, ninth and
tenth locations, respectively.

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Americans’ Self Perception Contrasts to World’s

Among the 50 international locations studied, solely the United States noticed its
general NBI rating drop this yr. 

The U.S. nonetheless ranks among the many high 5 nations in three of NBI’s six clbades: It ranks second in “culture,” second in
“exports,” and fifth in “immigration investment.” 

But it lags within the “people” and “tourism”
clbades—respectively  outlined as “the population’s reputation for competence, friendliness and other qualities, such as tolerance” and “the extent of curiosity in
visiting a rustic and the draw of pure and man-made vacationer points of interest.”

Most considerably, the U.S.’s “governance” rating fell from
19
th to 23rd  — “a notably poor score for one of the world’s leading countries,” based on the
researchers.

The drop in different international locations’ notion of U.S. governance “means that we’re witnessing a ‘Trump effect’ following President Trump’s
targeted political message of ‘America First,’” stated Simon Anholt, an impartial coverage advisor to governments and former vice chair of the U.Ok.’s Public Diplomacy Board, who
developed the NBI examine in 2005. 

“However, Americans’ badessment of their own country is notably more positive this year than last,” Anholt reviews.
“A similar fall in global perception of the U.S. was seen following the re-election of George W. Bush, when the U.S. fell to seventh place.” 

To date, the U.S.
hasn’t dropped out of first place in these rankings for greater than a yr. “It will be interesting to see whether this holds true in the 2018 ranking,” Anholt famous.

Germany: Governance, People, Culture Gains

Germany “enjoys a very balanced image across all six categories of the index,” based on the
examine.

Germany noticed notable enhancements in international notion scores for tradition, governance and folks (every up greater than a share level, which is taken into account a big acquire). It
ranks among the many high 5 international locations in all however the tourism clbad, the place it’s gaining floor, based on the report.

Germany’s general rating will increase are boosted
by considerably improved perceptions amongst Egyptians, Russians, Chinese and Italians. Only Americans rank Germany exterior of the highest 10 general nation manufacturers, rating it
eleventh.   

U.Ok. Regains Ground

After a big decline in international notion in 2016, following the Brexit vote, the U.Ok.’s general
index rating is almost again to its 2015 stage, with enchancment throughout all six clbades. This places it within the high 5 international locations for exports, tradition, tourism and Immigration funding.

France, Japan See Positive Leaps

France and Japan leapt up within the rankings due to rating features, mixed with the drop within the U.S. rating.

This is the primary yr that France has risen to second place. The nation noticed features throughout all six clbades, and significantly marked enchancment in its governance and immigration funding
scores.

It ranks first amongst all 50 international locations in international notion of its tradition, second in tourism, and fifth in exports.

2017 has additionally been a banner yr
for Japan. It now stands in fourth place, equal with Canada, 
Japan achieved its highest general rating in almost a decade. Its  international notion rating for exports is the very best
of all international locations studied, and it had above-average features in immigration  funding, tradition and governance. 

For the examine, GfK performed 20,185 on-line interviews with adults
(age 18 or over) in 20 panel international locations from July 7-25 this yr. Data had been weighted to replicate key demographic traits of the 2017 on-line inhabitants in every nation, together with age, gender and
training. Additionally, race/ethnicity was used for pattern balancing within the U.S., U.Ok., South Africa, India and Brazil. More info is on the market on-line.



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