IPSOS reports Italy 4th strongest national brand worldwide

IPSOS reports Italy 4th strongest national brand worldwide

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IPSOS reports Italy 4th strongest national brand worldwide

 

Italy climbed IPSOS’s national branding ranking by two positions in 2021, moving from #6 to #4 worldwide, IPSOS reports.

The term “nation brand” was coined in 1996 by economist and policy advisor Simon Anholt. Ipsos said the number of economies measured for the Nation Brands Index Rose to 60 in 2021 from 50 in previous years. The global sample size has expanded from 20,000 interviews to 60,000 interviews a year.

This is the premise of the Anholt Ipsos Nation Brands Index, which has been assessing how citizens of the world view its nations, cities and regions since 2008. And it finds that Germany tops the ranking of 60 economies for the fifth year in a row in 2021. It’s the seventh time overall Germany has topped the rankings.

The Index measures the power and quality of these brands by looking at six factors: exports, governance, culture, tourism, people, and immigration and investment. “Global respondents feel particularly positive about buying German products, the appeal of investing in German businesses, the employability of German people, the German government’s work to fight poverty, and excelling in sports,” Ipsos says.

The other top 10 places for their brand appeal are Canada, Japan, Italy, the United Kingdom, France, Switzerland, the United States, Sweden and Australia.

Canada was ranked first place in the Index for governance, people, and immigration and investment indices, helping it move into second place for the first time.

Japan and Italy have both enjoyed “noteworthy improvements” in their Nation Brands Index ranking, Ipsos said. Tourism, culture, and people were point winners for both places. Japan and Italy are two nations in the top 10 with noteworthy improvements in the overall NBI rank. Japan makes its debut in the top three for the first time since 2018 and has climbed from fourth in 2020 to third this year with positive perceptions on Exports, Tourism, Culture, and People. Italy advances from sixth to fourth place with strong opinions on its Culture, Tourism, and People.

Italy got 70.23 points vs. 67.11 points in 2020.

Norway, Scotland, Singapore, India, Kenya and Nigeria are among the other 60 economies in the Anholt Ipsos Nation Brands Index.

Here’s the full chart:

 

2020 Rank* 2021 Rank NBI 2020 Score* 2021 Score
1 1

Germany

 69.12 71.06
3 2 Canada 67.86 70.64
4 3 Japan 67.81 70.52
6 4 Italy 67.11 70.23
2 5 United Kingdom 68.15 70.08
5 6 France 67.59 70.00
7 7 Switzerland 66.68 69.76
10 8 United States 65.67 69.67
8 9 Sweden 65.83 69.04
9 10 Australia 65.76 68.55
11 11 Spain 64.91 67.87
14 12 Norway 64.06 67.50
13 13 Netherlands 64.09 66.61
12 14 New Zealand 64.13 66.58
16 15 Finland 62.62 66.15
15 16 Austria 62.62 66.11
17 17 Scotland 62.60 65.79
19 18 Belgium 61.52 64.85
18 19 Ireland 61.70 64.79
– 20 Iceland – 63.92
20 21 Greece 60.42 63.88
21 22 Wales 59.78 62.50
23 23 South Korea 58.51 61.50
22 24 Northern Ireland 59.16 61.27
24 25 Singapore 58.07 60.82
25 26 Poland 57.27 59.50
26 27 Russia 56.80 59.06
29 28 Brazil 56.16 58.88
28 29 Argentina 56.37 58.84
27 30 Czech Republic 56.52 58.72
35 31 China 54.00 57.93
30 32 Hungary 55.82 57.79
32 33 Taiwan 55.14 57.78
31 34 Thailand 55.34 57.46
33 35 Mexico 54.90 57.45
36 36 Egypt 53.92 56.88
– 37 Slovakia – 56.83
37 38 Turkey 53.87 56.38
39 39 Chile 53.32 55.90
34 40 India 54.03 55.57
38 40 Peru 53.44 55.57
– 42 Morocco – 55.13
41 43 Indonesia 52.70 54.87
40 44 South Africa 53.18 54.84
42 45 United Arab Emirates 52.30 54.77
– 45 Latvia – 54.77
– 47 Israel – 54.11
43 48 Ukraine 52.14 54.00
– 49 Dominican Republic – 53.82
46 50 Qatar 50.25 53.52
44 51 Panama 51.21 53.17
45 52 Colombia 51.15 52.91
– 53 Ecuador – 52.83
– 54 Mongolia – 52.23
47 55 Saudi Arabia 49.19 51.74
48 56 Kenya 49.11 51.52
– 57 Tanzania – 50.99
49 58 Botswana 48.26 49.86
50 59 Nigeria 47.37 48.23
– 60 Palestine – 46.73

 

Photo by davisuko on Unsplash

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