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Place Branding

Place Branding

Just like companies and products, countries, cities, provinces and regions can also have distinct brand identities. Place Branding encompasses measuring that identity, evaluating its strengths and weaknesses and building and communicating differentiating and winning characteristics.

GfK delivers the Anholt-GfK Nation Brands IndexSM (NBI) and Anholt-GfK City Brands IndexSM (CBI). We assess, develop and implement brand strategies across nations, cities and regions, and provide the global and local insights needed to move a place‘s reputation forward. As well as increase the success of its business, trade and tourism efforts.

Anholt-GfK Nation Brands IndexSM (NBI)

We conduct the world‘s only comprehensive global nation branding survey. The Anholt-GfK Nation Brands IndexSM (NBI) helps governments, organizations and businesses understand, measure and ultimately build a strong national image and reputation. It measures the power and quality of each country‘s ‘brand image‘ by combining the following six dimensions:

  1. Exports
  2. Governance
  3. Culture and Heritage
  4. People
  5. Tourism
  6. Investment and Immigration

Anholt-GfK Nation Brands IndexSM (NBI) is conducted annually on the image and reputation of 50 nations in 20 survey countries:

  • Western Europe/North America: The U.S., Canada, the UK, Germany, France, Italy, Sweden
  • Central/Eastern Europe: Russia, Poland, Turkey
  • Asia-Pacific: Japan, China, India, South Korea, Australia
  • Latin America: Argentina, Brazil, Mexico
  • Middle East/Africa: Egypt, South Africa

Anholt-GfK City Brands IndexSM (CBI)

The Anholt-GfK Roper City Brands IndexSM (CBI) measures perceptions of cities among people in both developed and developing countries that play important and diverse roles in
the flow of business, cultural and tourism activities. The CBI measures the following six dimensions:

  1. Presence
  2. Place
  3. Pre-requisite
  4. People
  5. Pulse
  6. Potential

Most recently, the Anholt-GfK City Brands IndexSM (CBI) measured the image and reputation of 50 cities:

  • North America: Chicago, Denver, Los Angeles, New York, Philadelphia, Seattle, Toronto, Dallas Fort Worth, Houston
  • Western Europe: Amsterdam, Barcelona, Basel, Berlin, Brussels,
    Dublin, Edinburgh, Geneva, London, Madrid, Milan, Paris, Rome, Stockholm, Munich
  • Central/Eastern Europe: Istanbul,
    Moscow, Prague, Warsaw, Vienna
  • Asia Pacific: Auckland, Bangkok, Beijing, Hong Kong, Melbourne, Mumbai, Seoul, Shanghai, Singapore, Sydney, Tokyo
  • Latin America: Buenos Aires, Mexico City, Rio de Janeiro
  • Middle East/Africa: Cairo, Cape Town, Doha, Dubai, Durban, Jeddah, Johannesburg
Success Stories