Ranking Nations as Brands

If you think of countries as consumer brands, what sort of brand equity do they have? A GfK Roper Public Affairs & Media/Simon Anholt survey sought an answer with respect to 50 nations.

In polling earlier this year in 20 countries (including the U.S.), Germany ranked as the best national brand overall. Filling out the top 10: France, Britain, Canada, Japan, Italy, the U.S., Switzerland, Australia and Sweden.

The poll also gauged countries’ brand status in specific categories. France was the leader in “culture” and Italy was tops as a “tourism” brand. Japan was No. 1 in the “exports” rankings (followed by the U.S. and Germany). Whether despite or because of the surge in its exports, China ranked a lackluster 21st in that category.