Australia is “Strongest Nation Brand”; US is Slipping

The second installment of the Anholt-GMI Nation Brands Index is out and the rankings have changed significantly, largely due to the fact that the survey now includes more countries (25 in all; the first edition included 11 countries).

Australia debuts in the number one spot, displacing Sweden. And the US falls to number 11…

    Country Rankings
    NBI 2005 Q2 Ratings

  • Australia
  • Canada
  • Switzerland
  • United Kingdom
  • Sweden
  • Italy
  • Germany
  • The Netherlands
  • France
  • New Zealand
  • United States

I was surprised to see New Zealand so far down the list; I would have ranked it right up there with Oz. Currently, 1,000 respondents from only 10 countries are surveyed. You can download the full report here.
Going forward, it looks like they’ll be charging for reports. I imagine any country that wants to improve its share of international tourists will want to subscribe to this survey.

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Author: John Yunker

John co-founded Byte Level Research in 2000 and is author of The Web Globalization Report Card. He also co-founder of Ashland Creek Press.