By: Ronan J O’ Shea of The Independent
Germany has been named the country with the best “brand image” according to a new study of 50 countries.
It has leapfrogged the USA, which previously held the title.
The Nation Brands Index, conducted in association with independent policy advisor Simon Anholt, conducts what it says is the world’s most comprehensive global nation branding survey, combining six dimensions: governance, exports, people, culture & heritage, tourism, investment and immigration.
It considers factors such as how people perceive a country’s quality of life, business environment, tolerance and the public image of a country’s products and services The survey measured “the power and quality of each country’s ‘brand image”, according to DW.com.
Speaking to The Independent, Anholt said: “There are over 50 statements about each of the 50 countries in the index, reflecting views on their landscape, people, tourist appeal, economy, government, educational system, products, culture, and much else besides. Each year since 2005, we’ve sent this questionnaire to around 20,000 people in 20 countries, chosen using UN statistics to select a typical sample of the general population. It’s used by more than 40 governments who want to keep track of their country’s international standing.”