Press release
Transcrição
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 SM SM Argentina in the annual Anholt-GfK Nation Brands Index (NBI ). st nd 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 th overtaken by Russia, China and Singapore and now lies in 25 place. Mexico, the third most highly rated Latin American country, suffered a drop st 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. SM 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’ SM The NBI study measures global perceptions of the national image of 50 countries worldwide. Respondents from around the globe are asked to 1 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 SM 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 th is rated 16 . The areas that hold Brazil back from doing even better are th th global perceptions of its Governance and Exports (standing 26 and 25 respectively). th th 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 th nd its Culture and People – standing at 17 and 22 respectively. st Mexico (31 overall) performs well for both its Culture and Tourism – nd rd 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 th 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.” SM For more information on the NBI performances of these Latin American countries, please contact Vadim Volos on [email protected]. -EndsSM About the Anholt-GfK Nation Brands Index 2015 SM 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 2 in Egypt and South Korea). The 50 countries included in NBI SM 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. SM *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 SM SM 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: 3 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] 4