The term nation branding refers to the image and reputation of a state. It is the condensed expression of the peak performances of a nation.
A nation brand is shaped by various factors, such as a state's political structure, its culture, but also the character traits ascribed to its population. There are so-called positive and negative preconceptions that people have about a country.
What is the world's image of a nation?
For nation branding, a state does best to use its positive preconceptions to position itself credibly and with differentiation. The better it can to that, the stronger the nation brand.
Every year, the GfK compiles the Anholt-GfK Nation Brands Index (NBISM). It measures how 50 countries are perceived worldwide. The index illustrates not only a nation's current image, but also the direction in which it is developing. The index is calculated from six factors: Exports, Governance, Culture, People, Tourism, and Immigration/Investment. In 2017, German took first place.
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