According to the latest Nation Brands Index (NBI) published last December, Germany has the best “brand image” of 50 surveyed countries, unseating the previous titleholder, the United States. As reported in DW:
The Nation Brands Index (NBI) survey, carried out by German-based market research firm GfK and the British political consultant Simon Anholt, measured public opinion around the world on “the power and quality of each country’s ‘brand image.'”
Germany moved up to first place after coming in second in 2016. The US dropped from top to sixth, with France, Britain, Canada and Japan taking spots two to five.
The study calculated the final NBI score by researching how well people viewed a country across six categories: its people, governance, exports, tourism, investment and immigration, and culture and heritage.
The land of sausages, Merkel and “Made in Germany” was in the top five in all but one category. Only in “tourism” did Germany fall outside the top five, coming in 10th.
German Foreign Minister Sigmar Gabriel welcomed the results, saying: “Germany’s image no longer rests on our economic strength. People think we’re capable of much in the world.”
Germany’s overall score improved partly because of better perceptions among Egyptians, Russians, Chinese and Italians. This suggests the country has widespread appeal for its various achievements in areas like governance, economic growth, and quality of life — all the things most governments would want to emulate.
Coming in behind Germany is France, which has also seen its star rise precipitously, climbing three places since last year. This is due mostly to better performance in “governance” and “investment / immigration”, which in turn reflects the high-profile effort of its new president to make the country more economically competitive and attractive. (Perhaps unsurprisingly, France remained No. 1 in culture.)
The United Kingdom remained steady at third place, dispelling fears that Brexit would cause a significant dint to its image. Its firm position reflects the continued potency of its culture, heritage, and diplomatic influence.
Canada and Japan both tied at fourth place, each performing well in governance, culture, and immigration / investment. (Notice a pattern here?) The U.S. dropped to sixth place, a respectable yet greatly diminished position. The reasons aren’t difficult to glean:
Foreigners’ views of the US worsened considerably compared to 2016, particularly in the category “governance,” where it slipped from spot 19 to spot 23.
The “Trump effect” explains the fall, according to Anholt.
“The loss of the US’s image in the governance category is indicative of the Trump effect, which was triggered by President Trump’s policies and his ‘America First’ message,” he said.
Americans themselves nevertheless viewed their country more positively than in 2016.
What are your thoughts about these results?