Rankings - Country by Country

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On this page, you can find different country brand rankings and how the information is obtained and analyzed. If there are any other rankings that you feel should be included here, please feel free to write about them in the 'discussion' section. Below you can find descriptions of the rankings included and underneath you can find the rankings for each of these from the past 2 years.

To find different city brand rankings, please go to the Rankings by City

To find out more information about the companies and individuals involved in these rankings, please go to the Experts page.

All Country Brand Rankings

Below is a table of country brand rankings from Simon Anholt, Bloom Consulting, FutureBrand and East West Communications. The information can be sorted by country name or the ranking. You can find past and current rankings for individual countries and any further comments that have been made about them by clicking on the individual country names.

Country Name Country Name Country Name Country Name
Afghanistan2.png Afghanistan Albania.png Albania Algeria.png Algeria Andorra1.png Andorra
Angola.png Angola Antigua&Barbuda.png Antigua and Barbuda Argentina.png Argentina Armenia1.png Armenia
Australia.png Australia Austria.png Austria Azerbaijan.png Azerbaijan Bahamas.png Bahamas
Bahrain.png Bahrain Bangladesh.png Bangladesh Barbados.png Barbados Belarus.png Belarus
Belgium.png Belgium Belize.png Belize Benin.png Benin Bhutan.png Bhutan
Bolivia1.png Bolivia Bosnia & Herzegovina.png Bosnia and Herzegovina Botswana2.png Botswana Brazil.png Brazil
Brunei.png Brunei Darussalam Bulgaria.png Bulgaria Burkina Faso.png Burkina Faso Burundi.png Burundi
Cambodja.png Cambodia Cameroon.png Cameroon Canada.png Canada CapeVerde1.png Cape Verde
CentralAfricanRepublic1.png Central African Republic Chad1.png Chad Chile.png Chile China.png China
Colombia.png Colombia Comoros.png Comoros Congo1.png Congo CostaRica.png Costa Rica
Côte D’Ivoire Croatia.png Croatia Cuba.png Cuba Cyprus.png Cyprus
CzechRepublic.png Czech Republic DemocraticRepublicofCongo1.png Democratic Republic of the Congo DemocraticPeoplesRepublicofKorea1.png Democratic People’s Republic of Korea Denmark.png Denmark
Djibouti1.png Djibouti Dominica.png Dominica DominicanRepublic.png Dominican Republic EastTimor.png East Timor
Ecuador.png Ecuador Egypt.png Egypt ElSalvador.png El Salvador EquitorialGuinea1.png Equatorial Guinea
Eritea1.png Eritrea Estonia.png Estonia Ethiopia.png Ethiopia Fiji.png Fiji
Finland.jpg Finland France.png France Gabon1.png Gabon Gambia.png Gambia
Georgia,.png Georgia Germany.png Germany Ghana.png Ghana Greece.png Greece
Grenada.png Grenada Guatemala.png Guatemala Guinea.png Guinea GuineaBissau1.png Guinea Bissau
Guyana.png Guyana Haiti1.png Haiti Honduras.png Honduras Hongkong.png Hong Kong
Hungary.png Hungary Iceland.png Iceland India2.png India Indonesia.png Indonesia
Iran.png Iran Iraq1.png Iraq Ireland.png Ireland Israel.png Israel
Italy.png Italy Jamaica1.png Jamaica Japan.jpg Japan Jordan.png Jordan
Kazakhstan.png Kazakhstan Kenya.png Kenya Kiribati.png Kiribati Kuwait.png Kuwait
Kyrgyzstan.png Kyrgyzstan Laos1.png Laos Latvia.png Latvia Lebanon.png Lebanon
Lesotho.png Lesotho Liberia1.png Liberia Libya1.png Libya Liechtenstein1.png Liechtenstein
Lithuania.png Lithuania Luxembourg.png Luxembourg Macedonia.png Macedonia Madagascar.png Madagascar
Malawi.png Malawi Malll.png Malaysia Maldives.png Maldives Mali1.png Mali
Malta.png Malta MarshallIslands.png Marshall Islands Mauritiana1.png Mauritania Mauritius.png Mauritius
Mexico.png Mexico MicronesianIslands.png Micronesia Monaco1.png Monaco Mongolia.png Mongolia
Montenegro.png Montenegro Morocco.png Morocco Mozambique.png Mozambique Myanmar.png Myanmar
Namibia1.png Namibia Nauru1.png Nauru Nepal.png Nepal Netherlands.png Netherlands
New zealand.jpg New Zealand Nicaragua1.png Nicaragua Niger1.png Niger Nigeria1.png Nigeria
Norway1.png Norway Oman.png Oman Pakistan.png Pakistan Palau.png Palau
Panama.png Panama PapuaNewGuinea.png Papua New Guinea Paraguay.png Paraguay Peru.png Peru
Philippines.png Philippines| Poland.png Poland Portugal.png Portugal Qatar.png Qatar
RepublicofKorea1.png Republic of Korea RepublicofMoldova1.png Republic of Moldova Romania.png Romania Russia.png Russia
Rwanda.png Rwanda SaintKitts&Nevis.png Saint Kitts and Nevis SaintLucia.png Saint Lucia SaintVincent&TheGrenadines.png Saint Vincent and the Grenadines
Samoa.png Samoa SanMarino1.png San Marino SaoTome&Principe.png Sao Tome and Principe SaudiArabia.png Saudi Arabia
Senegal.png Senegal Serbia.png Serbia Seychelles.png Seychelles SierraLeone.png Sierra Leone
Singapore.png Singapore Slovakia.png Slovakia Slovenia.png Slovenia SolomonIslands.png Solomon Islands
Somalia1.png Somalia SouthAfrica.png South Africa SouthKorea.png South Korea SouthSudan1.png South Sudan
Spain.png Spain SriLanka.png Sri Lanka Sudan.png Sudan Suriname.png Suriname
Swaziland1.png Swaziland Sweden.jpg Sweden Switzerland.jpg Switzerland Syria.png Syria
Tajikistan.png Tajikistan Tanzania.png Tanzania Thailand.png Thailand Togo.png Togo
Tonga.png Tonga Trinidad&Tobago.png Trinidad and Tobago Tunisia.png Tunisia Turkey.png Turkey
Turkmenistan1.png Turkmenistan Tuvalu1.png Tuvalu Uganda.png Uganda Ukraine1.png Ukraine
UnitedArabEmirates.png United Arab Emirates Uk.png United Kingdom Usa.png United States of America Uruguayflag.jpg Uruguay
Uzbekistan.png Uzbekistan Vanutau.png Vanuatu Venezuela1.png Venezuela VietNam.png Vietnam
Yemen.png Yemen Zambia.png Zambia Zimbabwe.png Zimbabwe

Anholt – Gfk Roper Nation Brands Index Top 10

Position 2014 Position 2016
1 Germany.png Germany Usa.png United States
2 Usa.png United States Germany.png Germany
3 Uk.png United Kingdom Uk.png United Kingdom
4 France.png France Canada.png Canada
5 Canada.png Canada France.png France
6 Japan.jpg Japan Italy.png Italy
7 Italy.png Italy Japan.jpg Japan
8 Switzerland.png Switzerland Switzerland.png Switzerland
9 Australia.png Australia Australia.png Australia
10 Sweden.jpg Sweden Sweden.jpg Sweden

Anholt – Gfk Roper Nation Brands Index Methodology


Since 1996, Simon Anholt has been working with governments to help them plan policies, strategies, investments and innovations to lead their country towards an improved profile and reputation. Anholt developed the Nation Brands IndexSM (NBI) in 2005 to measure the image and reputation of the world's nations and track their profiles as they rise or fall.

The variables that are taken into consideration by the Anholt-Gfk Roper ranking are:

1. Exports: This determines the public's image of products and services from each country and the extent to which consumers proactively seek or avoid products from each country of origin.

2. Governance: This measures public opinion of the level of national government competency and fairness. It describes individuals' beliefs about each country's government, as well as the government's perceived commitment to global issues such as democracy, justice, poverty and the environment.

3. Culture and Heritage: This reveals global perceptions of each nation's heritage and the level of appreciation for its contemporary culture, including film, music, art, sport and literature.

4. People: Measures the population's reputation in terms of competence, level of education, openness and friendliness and other qualities, as well as perceived levels of potential hostility and discrimination.

5. Tourism: Captures the level of interest in visiting a country and the draw of natural and man-made tourist attractions.

6. Investment and Immigration: This dimension determines the power to attract people to live, work or study in each country and reveals how people perceive a country’s economic and social situation.

Anholt – The Good Country Index Top 10

Position 2014 Position 2016
1 Ireland.png Ireland Sweden.jpg Sweden
2 Finland.jpg Finland Denmark.png Denmark
3 Switzerland.jpg Switzerland Netherlands.png Netherlands
4 Netherlands.png Netherlands Uk.png United Kingdom
5 New zealand.jpg New Zealand Switzerland.jpg Switzerland
6 Sweden.jpg Sweden Germany.png Germany
7 Uk.png United Kingdom Finland.jpg Finland
8 Norway1.png Norway France.png France
9 Denmark.png Denmark Austria.png Austria
10 Belgium.png Belgium Canada.png Canada

Anholt – The Good Country Index Methodology

The good country .png

The Good Country Index was developed by Simon Anholt and built by Dr. Robert Govers in order to “start a global discussion about how countries can balance their duty to their citizens with their responsibility to the wider world.”It measures how much a country contributes to the planet and to the human race. [1].

The Good Country Index is based on 7 categories, each one them including different aspects:

1. Science and Technology: international students, journal exports, international publications, Nobel Prizes and patents.

2. Culture: creative good exports, creative services exports, UNESCO, freedom of movement and press freedom.

3. International Peace and Security: peacekeeping troops, dues in arrears to UN peace keeping budgets, international violent conflict, arms exports and internet security.

4. World Order: charity giving, refugees hosted, refugees generated, population growth and UN Treaties signed.

5. Planet and Climate: biocapacity reserve, hazardous waste exports, organic water pollutant emissions, CO2 emissions and other greenhouse gas emissions.

6. Prosperity and Equality: open trading, UN volunteers abroad, fairtrade market size, FDI outflows, development.

7. Health and wellbeing: food aid, pharmaceutical, voluntary excess, humanitarian aid and drug seizures.

Bloom Consulting – Country Brand Ranking Top 10

Trade Position 2014 - 15 Position 2016 - 17
1 Usa.png USA Usa.png USA
2 China.png China Uk.png United Kingdom
3 Uk.png United Kingdom Brazil.png Brazil
4 Hongkong.png Hong Kong China.png China
5 Singapore.png Singapore Hongkong.png Hong Kong
6 France.png France Canada.png Canada
7 Brazil.png Brazil Australia.png Australia
8 Australia.png Australia France.png France
9 India2.png India India2.png India
10 Canada.png Canada Singapore.png Singapore

Tourism Position 2014 - 15 Position 2016 - 17
1 Usa.png USA Usa.png USA
2 Spain.png Spain Thailand.png Thailand
3 Germany.png Germany Spain.png Spain
4 Hongkong.png Hong Kong Hongkong.png Hong Kong
5 France.png France Australia.png Australia
6 Thailand.png Thailand France.png France
7 Australia.png Australia China.png China
8 Macao1.gif Macao Germany.png Germany
9 China.png China Uk.png United Kingdom
10 Italy.png Italy Italy.png Italy

Bloom Consulting – Country Brand Ranking Methodology

Bloom Consulting has conducted the Country Brand Ranking© to answer the fundamental issue at the heart of every country, corporation and soul: how does one become attractive? Luckily, the rationale behind such a question for a nation is quite simple. A country wishes to attract interest in order to create wealth.

The main objectives for creating a country brand strategy rely on five dimensions. Each dimension has a target audience. And each target audience has a specific need:

1. Investment - Investors - Advantage

2. Tourism - Tourists - Experience

3. Talent - Workforce - Lifestyle

4. Prominence - General Public - Admiration

5. Exports - Companies - Uniqueness

Bloom Consulting’s methodology separates the 5 objectives (Investment, Tourism, Talent, Prominence and Exports) and treats them individually, not all together as an umbrella strategy. Therefore, it is possible to derive growth projections and calculations in order to better understand the objective of the overall strategy.


One of the few aspects that all Nation Brand and Place Brand practitioners agree on is that Nation Branding and Place Branding have different purposes. The purposes can vary from expert to expert, practitioner to practitioner. According to Bloom Consulting there are 5 different objectives: Increase of Exports, Attraction of Investment,Tourism and Talent, and Increase of National Prominence - these can be seen in the Bloom Consulting Country, Region and City Branding Brand Wheel (see diagram on the left).


The Bloom Consulting Country Brand Ranking© is derived from the Bloom Algorithm.

The ranking does not solely try to measure country brand perception. The objective of the ranking is to classify how well each country is doing in terms of branding, that is, to measure how effective their brands are in the most tangible and realistic manner. To classify the effectiveness of each Country Brand, Bloom Consulting analysed 4 key variables for each of the 187 countries featured in the Brand Ranking (see diagram to the left).

Through statistical modelling, Bloom Consulting is able to rank the countries to compare them with one another. The Algorithm takes into consideration each country’s economic level of development. The result is an accurate and objective Brand Ranking based on hard and soft data. Moreover, the Bloom Algorithm takes into consideration a country's performance in Bloom Consulting's rankings from previous years in order to leverage Country Brand equity.

One of the variables included in the Bloom Algorithm is a proprietary tool that was developed by Bloom Consulting - Online Search Demand (OSD ©). This was developed to understand the online behavior of potential tourists and investors. By using the OSD © Tool, Bloom Consulting is able to measure the total global online searches performed specifically for tourism or investment and assess international tourists’ or investors' online behavior and decision making process when selecting a destination. The more online tourism related searches a country has from international tourists or investors, the more appealing it is, regardless of its size or the type of tourism or investment it attracts.

Bloom Consulting and Digital Demand – Digital Country Index

Tourism Position 2017
1 Spain.png Spain
2 Italy.png Italy
3 France.png France
4 Uk.png United Kingdom
5 Japan.jpg Japan
6 Thailand.png Thailand
7 Germany.png Germany
8 Australia.png Australia
9 Mexico.png Mexico
10 Turkey.png Turkey

FutureBrand – Country Brand Index Top 10

Position 2014 - 15
1 Japan.jpg Japan
2 Switzerland.png Switzerland
3 Germany.png Germany
4 Sweden.jpg Sweden
5 Canada.png Canada
6 Norway.png Norway
7 Usa.png USA
8 Australia.png Australia
9 Denmark.png Denmark
10 Austria.png Austria

FutureBrand – Country Brand Index Methodology


The methodology of FutureBrand consists of:

- Quantitative Research: FutureBrand collected quantitative data from 3600 frequent business and leisure travelers and opinion-formers in 18 countries around the world. FutureBrand examined their international experiences and global perspective to understand the situation in the world today and to provide more information for tourists and potential investors.

- Expert Opinions: FutureBrand gathered the opinions of experts in tourism, export, investment and public policy in different cities.

- Co-creative Insights: crowd-sourcing and an online and co-creative community.

Also, FutureBrand uses the proprietary Hierarchical Decision Model (HDM) to determine how key audiences (including residents, investors, tourists and foreign governments) relate to a country brand, from mere awareness to full advocacy. This model offers insights that help FutureBrand assess how well-developed a brand is, as well as key challenges that need to be addressed. The HDM allows for measurements of a country’s relative performance and progress year-to-year. The particular steps are presented below:

1. Awareness: Do key audiences know that the country exists? How top-of-mind is it?

2. Familiarity: How well do people know the country and its offerings?

3. Associations: What qualities come to mind when people think of the country? Here, we look at five association dimensions: Value System, Quality of Life, Good for Business, Heritage and Culture and Tourism.

4. Preference: How highly do audiences esteem the country? Does it resonate?

5. Consideration: Is the country considered for a visit? What about for investment or to acquire or consume its products?

6. Decision / Visitation: To what extent do people follow through and visit the country or establish a commercial relation?

7. Advocacy: Do visitors recommend the country to family, friends and colleagues?

FutureBrand – Country Brand Index Latin America Top 10

Position 2013 Position 2016
1 Brazil.png Brazil Brazil.png Brazil
2 Argentina.png Argentina Argentina.png Argentina
3 CostaRica.png Costa Rica Mexico.png Mexico
4 Chile.png Chile Chile.png Chile
5 Peru.png Peru Peru.png Peru
6 Mexico.png Mexico CostaRica.png Costa Rica
7 Uruguayflag.jpg Uruguay Panama.png Panama
8 Panama.png Panama Cuba.png Cuba
9 Colombia.png Colombia Puerto Rico
10 Puerto Rico Uruguayflag.jpg Uruguay

FutureBrand – Country Brand Index Latin America Methodology

In 2013, FutureBrand published a Country Brand Index for Latin America. The methodology used is the same as the usual FutureBrand Country Brand Index Methodology, consisting of quantitative research, expert opinions, co-creative insights and the HDM. The results can be seen in the table below.

East West Communications – Global Index 200

Position 2014 – 15
1 Singapore.png Singapore
2 Malll.png Malaysia
3 Kuwait.png Kuwait
4 SouthKorea.png South Korea
5 Ireland.png Ireland
6 Canada.png Canada
7 Hongkong.png Hong Kong
8 CzechRepublic.png Czech Republic
9 UnitedArabEmirates.png United Arab Emirates
10 Qatar.png Qatar

East West Communications – The Global Index 200 Methodology


In 2008, East West Communications developed a Global Index based on perceptions: “How is your country viewed by others?”. This Global Index ranks 200 countries and territories and it establishes how they are described in major media. (source: http://www.eastwestcoms.com/global.htm)

The East West Nation Brand Perception Indexes uses a Natural Language Processing text analysis system. (source: http://www.eastwestcoms.com/indexes.htm)

Portland Communications – The Soft Power 30 Ranking

Position 2015
1 Uk.png United Kingdom France.png France
2 Germany.png Germany Uk.png United Kingdom
3 Usa.png United States Usa.png United States
4 France.png France Germany.png Germany
5 Canada.png Canada Canada.png Canada
6 Australia.png Australia Japan.jpg Japan
7 Switzerland.jpg Switzerland Switzerland.jpg Switzerland
8 Japan.jpg Japan Australia.png Australia
9 Sweden.jpg Sweden Sweden.jpg Sweden
10 Netherlands.png Netherlands Netherlands.png Netherlands

Portland Communications – The Soft Power 30 Ranking Methodology

In July 2015, Portland Communications launched the first “Soft Power” Ranking.

The Soft Power 30 Ranking is based on a composite index that analyses the strength of soft power assets at the disposal of countries. This new ranking is described as “the clearest picture to date” by Professor Joseph Nye, who developed the notion of soft power.

The ranking is measured thanks to six categories:

1. Government: measures the commitment to freedom, human rights, democracy and the quality of political institutions

2. Culture: represents the global reach and appeal of nation’s cultural outputs (pop-culture and high culture)

3. Education: establishes the level of human capital in a country, contribution to scholarship and attractiveness to international students

4. Engagement: the strength of a country’s diplomatic network, its contribution to global engagement and development.

5. Enterprise: values the attractiveness of a country’s economic model, business friendliness and capacity for innovation.

6. Digital: determines a country’s digital infrastructure and its capabilities in digital diplomacy

(source: http://softpower30.portland-communications.com/ranking)