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Brazil and Argentina in top half of ‘most admired’ national brands

Nuremberg, 04.02.2016

Brazil has widened its lead over Argentina in the annual Anholt-GfK Nation Brands Index

Nuremberg, February 4, 2016 – Brazil has widened its lead over Argentina in the annual Anholt-GfK Nation Brands IndexSM (NBISM).

In 2014, Brazil led Argentina by just one place (standing 21st and 22nd respectively). In the latest survey, however, Brazil has rebounded, climbing ahead of Greece to take the 20th position, while Argentina has been overtaken by Russia, China and Singapore and now lies in 25th place.

Mexico, the third most highly rated Latin American country, suffered a drop in ranking, slipping back to 31st 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.

Anholt-GfK NBISM overall ranking – Latin American countries

2015 rank2014 rank2013 rank

Brazil, Argentina and Mexico seen as strongest in their ‘Culture’; Chile and Ecuador in their ‘Governance’

The NBISM study measures global perceptions of the national image of 50 countries worldwide. Respondents from around the globe are asked to 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 overall NBISM 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 is rated 16th. The areas that hold Brazil back from doing even better are global perceptions of its Governance and Exports (standing 26th and 25th respectively).

Argentina, which ranks 25th overall, is also ranked 25th for Governance, putting it just ahead of Brazil in this area – but wins higher global credit for its Culture and People – standing at 17th and 22nd respectively.

Mexico (31st overall) performs well for both its Culture and Tourism – beating over half of the other nations to finish 22nd and 23rd, 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 ranking for this area, standing at 29th and 36th, 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.”


About the Anholt-GfK Nation Brands IndexSM 2015

Conducted annually, the Anholt-GfK Nation Brands IndexSM 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 in Egypt and South Korea).

The 50 countries assessed in NBISM 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.

*Nations new to the NBISM 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 of the Nation Brands IndexSM and the City Brands IndexSM 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.

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