Australia
Australia is the world’s number one nation brand according
to the Anholt-GMI Nation Brands Index (NBI). It tops the charts
in tourism, investment and immigration, as well as being the most
popular nationality.
Among the key findings of the Anholt-GMI Nation Brands Index:
• Australians are perceived as being the friendliest, most honest
and hospitable nationality
• Employers prefer to hire Australians
•
Australia is the world’s most powerful tourism brand
•
Australia is the world’s favourite place to invest and
live
•
Australia’s primary export is seen to be food
•
John Howard’s government is seen as trustworthy
"Australia is in the perfect position right now. This Brands
Index shows us the world has an appetite for all things Australian.
Anything that reflects, promotes and sustains those essential
and admired Australian values will sell. This is Australia’s
moment of opportunity, take advantage of this and many rewards
will be reaped," says Simon Anholt, the co-founder of the
Index and a world authority on nation brands.
Canada
The NBI found that Canada is the second most favorite country
in the world. A new country in the poll, it overtook second
place from the UK, which ranked number two in the first NBI
in May 2005.
Canada came in right after Australia in most areas, showing
that the country’s positive reputation continues to remain
strong.
The Canadian government is seen as neutral, with the majority
of those polled describing the government as trust-worthy. Canada
ranks number two, after Switzerland, on overall governance, as
well as on how much people around the world trust the country’s
government.
"
With a stable, liberal and democratic government and a healthcare
system envied by its neighbors –justified or not – Canada
is clearly a strong brand that goes beyond the borders of its
hemisphere,” says Simon Anholt.
Although Canada ranked high in certain areas, it didn’t
do so well in culture, coming in towards the bottom five at 20th
place.
Canada’s Global Rankings in Six Areas
1. Investment & Immigration Overall 2
-- Live & Work 2
-- Expand Business 3
2. Tourism 3
3. People 2
-- Hiring 3
4. Cultural & Heritage Overall 18
-- Popular Culture 14
-- Cultural Heritage 20
5. Governance 2
6. Exports
-- Brands/Products 11
UK
Despite a 4th overall ranking for the UK, the global panelists
used a single word to sum up the experience of visiting the UK: "Predictable.”
The UK did score well in culture: 4th behind Italy (1st), France
(2nd) and Egypt (3rd). When it came to the quality of its product
brands, the UK was ranked 6th. The UK also scored well on governance,
falling into an 8th overall category in this area.
The UK is the only mainstream nation – and nuclear power
- in the top five Nation Brands, and is ahead of close rivals
France and Germany.
“To have such a positive reputation, despite recent events,
is quite an achievement for Brand Britain,” says Anholt.
US
The U.S. rankings reveal that the country is still recognized
as the leading place to do business, is the home of popular brands
and culture as well as being a desirable tourist destination.
Batting against the US are the low scores for cultural heritage
and people. These scores, says Anholt, can have “grave
consequences” for business.
"In many respects the low culture score is more disturbing
and more unexpected than the low governance score because it
provides a real indication of how the world views American
society, American people and the American spirit."
U.S. Global Rankings in Six Areas
Investment & Immigration Overall 3
-- Live & Work 7
-- Expand Business 1
Tourism 6
People 5
-- Hiring 5
-- Hospitality 13
Cultural & Heritage Overall 21
-- Popular Culture 4
-- Cultural Heritage 25
Governance 16
Exports - Brands/Products 2
Source: GMI Homepage and Press Releases http://www.gmi-mr.com/
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