Press release

Press release
Embargo date: February 4, 2016
February 4, 2016
Vadim Volos
Global Research and Consulting
T +1 212 240 5408
[email protected]
Amanda Martin
Global PR
T +44 7919 624688
[email protected]
Brazil and Argentina in top half of ‘most admired’
national brands

Brazil climbs ahead of Greece, widening lead over
Argentina

Russia, China and Singapore push Argentina to the
borderline of the top half

Mexico overtaken by Czech Republic and India
Nuremberg, February 4, 2016 – Brazil has widened its lead over
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Argentina in the annual Anholt-GfK Nation Brands Index (NBI ).
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In 2014, Brazil led Argentina by just one place (standing 21 and 22
respectively). In the latest survey, however, Brazil has rebounded, climbing
th
ahead of Greece to take the 20 position, while Argentina has been
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overtaken by Russia, China and Singapore and now lies in 25 place.
Mexico, the third most highly rated Latin American country, suffered a drop
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in ranking, slipping back to 31 place, with the Czech Republic and India,
which both made strong gains this year, jumping ahead. Peru has been
overtaken by Egypt, thus widening Chile’s lead over Peru.
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Anholt-GfK NBI
overall ranking – Latin American countries
2015 rank
GfK SE
Nordwestring 101
90419 Nuremberg
Germany
2014 rank
2013 rank
20
Brazil
21
20
25
Argentina
22
24
31
Mexico
29
30
35
Chile
35
38
37
Peru
36
37
43
Ecuador
43
43
44
Colombia
44
44
T +49 911 395 0
Management
Matthias Hartmann (CEO)
Christian Diedrich (CFO)
Dr. Gerhard Hausruckinger
David Krajicek
Alessandra Cama
Supervisory Board Chairman
Dr. Arno Mahlert
Commercial register
Nuremberg HRB 25014
Brazil, Argentina and Mexico seen as strongest in their ‘Culture’; Chile
and Ecuador in their ‘Governance’
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The NBI study measures global perceptions of the national image of 50
countries worldwide. Respondents from around the globe are asked to
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assess each country on 23 separate attributes, which combine to form six
core dimensions: Exports, Governance, Culture, People, Tourism and
Immigration / Investment. These six dimensions produce the country’s
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overall NBI ranking.
Brazil (20th in the overall ranking) is well-regarded by the global public for
its Culture, earning a top-10 finish in this area, and for its Tourism, where it
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is rated 16 . The areas that hold Brazil back from doing even better are
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global perceptions of its Governance and Exports (standing 26 and 25
respectively).
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Argentina, which ranks 25 overall, is also ranked 25 for Governance,
putting it just ahead of Brazil in this area – but wins higher global credit for
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its Culture and People – standing at 17 and 22 respectively.
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Mexico (31 overall) performs well for both its Culture and Tourism –
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beating over half of the other nations to finish 22 and 23 , respectively,
for these areas.
For Chile and Ecuador, their overall nation brands are bolstered by the
global public’s regard for their Governance. Both nations win their highest
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th
ranking for this area, standing at 29 and 36 , respectively.
Vadim Volos, GfK’s senior vice president of public affairs and consulting,
comments, “With the Olympics being held in Rio this year, this is an
excellent opportunity for LatAm nations to promote the strongest elements
of their international image to attract more global citizens to visit and do
business within the continent.”
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For more information on the NBI performances of these Latin American
countries, please contact Vadim Volos on [email protected].
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About the Anholt-GfK Nation Brands Index
2015
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Conducted annually, the Anholt-GfK Nation Brands Index measures the
image of 50 countries, with respect to Exports, Governance, Culture,
People, Tourism and Immigration / Investment. For the 2015 study, a total
of 20,342 interviews were conducted in 20 major developed and developing
countries that play important and diverse roles in international relations,
trade and the flow of business, cultural and tourism activities. Interviews
were conducted online with adults aged 18 or over. The most up-to-date
online population parameters were used to weight the achieved sample in
each country to reflect key demographic characteristics such as age,
gender and education of the 2015 online population in that country.
Additionally, in the U.S., the UK, South Africa, India and Brazil,
race/ethnicity has been used for sample balancing. The report reflects the
views and opinions of online populations in the 20 countries surveyed.
Fieldwork was conducted from July 9 to July 27, 2015 (extended to July 28
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in Egypt and South Korea).
The 50 countries included in NBI
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2015 are:
North America: U.S.A., Canada, Puerto Rico
Western Europe: The UK, Germany, France, Italy, Spain, Ireland,
Scotland, Sweden, Denmark, Holland, Switzerland, Finland, Austria,
Greece, Flanders*, Belgium*
Central/Eastern Europe: Russia, Poland, Czech Republic, Hungary,
Turkey, Ukraine
Asia-Pacific: Japan, South Korea, China, India, Thailand, Indonesia,
Singapore, Taiwan, Australia, New Zealand
Latin America: Argentina, Brazil, Mexico, Chile, Peru, Colombia, Ecuador
Middle East/Africa: United Arab Emirates, Iran, Egypt, Saudi Arabia,
South Africa, Kenya, Nigeria, Qatar.
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*Nations new to the NBI 2015. Two nations measured in 2014 but not in
2015 are Norway and Jamaica.
About Simon Anholt
Professor Simon Anholt is recognized as the world’s leading authority on
national image and identity. Professor Anholt was Vice-Chair of the UK
Government’s Public Diplomacy Board for several years, and has worked
as an independent policy advisor to the Heads of State and Heads of
Government of more than 50 other countries. Anholt developed the concept
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of the Nation Brands Index and the City Brands Index in 2005. He is
President of the Anholt Institute in Copenhagen and the founder and Editor
Emeritus of the quarterly journal, Place Branding and Public Diplomacy, as
well as author of Brand New Justice, Brand America, Competitive Identity,
and Places: Image, Identity, Reputation. Anholt was awarded the 2009
Nobels Colloquia Prize for Economics and an Honorary Professorship in
Political Science by the University of East Anglia in 2013.
About GfK
GfK is the trusted source of relevant market and consumer information that
enables its clients to make smarter decisions. More than 13,000 market
research experts combine their passion with GfK’s long-standing data
science experience. This allows GfK to deliver vital global insights matched
with local market intelligence from more than 100 countries. By using
innovative technologies and data sciences, GfK turns big data into smart
data, enabling its clients to improve their competitive edge and enrich
consumers’ experiences and choices.
For more information, please visit www.gfk.com or follow GfK on Twitter:
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https://twitter.com/GfK
Responsible under press legislation:
GfK SE, Global Communications
Jan Saeger
Nordwestring 101
90419 Nuremberg
Germany
T. +49 911 395 4440
[email protected]
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