Last year, the downgrade of the scores of the Anholt-Ipsos Nation Brands IndexSM (NBI) across all the states is witnessed as compared to 2020. Due to this, 2021 is highlighted by substantially more positive perceptions, with the several top-10 NBI states profiting from the change.
For the fifth year in succession, Germany is ranked first in the Anholt-Ipsos Nation Brands IndexSM (NBI) for 2021. However, there have been notable wins and falls among the top-10 ranking list.
The improvement in the position of different states is:
- Italy rises from 6th to 4th,
- The United States improves from 10th to 8th,
The few states who have decreased their position as compared to 2020:
- The United Kingdom was in 2nd rank last year. Now it’s in 5th position,
- France, Sweden, and Australia have all dropped one rank.
Germany maintains its #1 position in the NBI all in all
On the Nation Brands Index, Germany is rated first out of 60 states for the seventh year in a straight, and for the fifth time. In 2008, 2014, 2017, 2018, 2019, 2020, and 2021, Germany was the top NBI country. Germany has now set the United States’ seven-year history as the top NBI nation with another first-place win this year.
Trade, Economic migration and Investment, Administration, and Culture are all aspects where Germany’s status is outstanding.
Reasons why Germany is on the top
The highly-rated points by survey participants, putting Germany in the top two in all five categories in 2021 are:
- Purchasing German goods,
- The desirability of investing in German enterprises,
- The employability of Germans,
- The German government’s efforts to address poverty,
- Mindblowing sport’s performance.
High ratings for Canada’s governance, population, immigration, and economy.
Canada has ranked the best three for the past few years, winning in 3rd position. Canada has climbed to 2nd position for the first time in NBI 2021. Canada’s record rating in 2021 was supported by first-place ranks in the Governance, Population, and Immigration and Investment indices. On the other hand, there were reasonably stable rankings in Exports, Tourism, and Culture as well.
The United Kingdom’s ranking is falling
Despite falling from 2nd to 5th position in 2021, the United Kingdom’s as a whole status looks promising.
- The UK’s reputational strong points
The points which are maintaining the UK’S status are in export earnings, culture, economic migration, and investment. These aspects are mainly powered by favorable evaluations of the UK’s significant participation in different fields. For example, in science and technology, sports and modernity, and strong academic context.
- The UK’s reputational weak points
The United Kingdom, on the other hand, has relative reputation weak points. These points lie in Citizens and Leadership, most notably in attitudes of its people’s inviting nature and environmental legislation.
The position of the United State is gradually improving
The United States experienced one of the most significant drops in total NBI in 2020. It was on the 6th rank in 2019 then decrease to 10th in 2020. The reason behind this decline was drastic drops in Democracy, the Tourist industry, Economic migration, and Financing.
One year afterward, the United States’ track record has begun to bounce back and strengthen in each of these classes, despite the pandemic’s constant existence. The reason is a considerable political division in the community and persistent vaccine reluctance.
The position of Japan and Italy rises
Japan and Italy are two of the top ten nations, both of which have made significant advancements in their overall NBI score.
Japan enters the top three for the first time since 2018. It has risen from position 4th in 2020 to 3rd this year. The main factor is favorable evaluations of exports, tourism, culture, and people.
Italy rises from position 6th to 4th, owing to powerful emotional responses about its Culture, Tourism, and People.
Tourism demand grows
Setting aside the money issues, the overall intensity of desire to visit countries around the world has grown over the years.
A comprehensive evaluation of the 50 Nation Brands Index (NBI) states between 2015 and 2020, and 60 measured nations in 2021, shows that the desire to travel decreased between 2015 and 2016. It increased between 2016 and 2018 and then decreased again between 2018 and 2020. However, by 2021, the level of desire to visit will have hit a record high.
Scores and rankings for all 60 NBI countries
With the introduction of ten new nations, the full list of national rankings and scores is authored for the first time in Nation Brands Index history to provide sufficient context for a potential movement.
The worldwide test size has increased from 20,000 to 60,000 interviews annually. This results in an increase in sample size from 1,000 to 3,000 interviews within each committee region. The number of nations evaluated has also increased, with 60 countries being assessed in 2021, rising from 50 in past years.
Despite these advancements, we maintained systematic continuity with previous years in order to provide consistent trending functionality, new possibilities for correlative analyses, and a level of detail.