2020 Nation Brands Index – Canada ranks 3rd behind Germany & UK

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Nation Brands Index

Canada ranks third in Ipsos‘ annual Nation Brands Index (NBI) for the second year in a row. The NBI looks at each country’s reputation using six criteria: Exports, Governance, Culture, People, Tourism, Immigration & Investment.

2020 has been marked by a general decline in many countries’ international reputations, and the countries in the NBI top 10 were all affected by pervasive negative sentiment.

  1. 1. Germany
  2. 2. United Kingdom
  3. 3. Canada
  4. 4. Japan
  5. 5. France
  6. 6. Italy
  7. 7. Switzerland
  8. 8. Australia
  9. 9. Sweden
  10. 10. United States

Germany retains the top spot for the fourth year in a row, leading in several reputational categories including:

  • Exports
  • Immigration & Investment
  • Culture
  • Governance

Individuals who participated in the survey expressed positive feelings about purchasing German products, hiring German workers and investing in German businesses.

The United Kingdom has placed in the NBI Top 10 consistently over the past several years, although it has been since 2008 that it had last come in second place.

Individuals who participated in the survey expressed positive feelings about the United Kingdom’s exports, immigration and investment. Improvements in Governance, culture, people and tourism helped improve the United Kingdom’s ranking in 2020.

Canada ranked third in the 2020 NBI Top 10 list. Canada ranked highly for People and Governance.

Individuals who participated in the survey expressed positive feelings about Canada’s welcoming nature as well as for the government’s competency and honesty.

Individuals who participated in the survey expressed concerns for Canada’s weaknesses in the areas of Exports and Tourism, in particular the country’s lack of contributions to science and technology.

The greatest drops in ranking were for the United States and China. The US has held the top spot in the NBI Top 10 list for several years before dropping to sixth place in 2019.

Individuals who participated in the survey expressed concerns for the United States’ on several areas, including Governance, People, Tourism and Immigration & Investment.

Individuals who participated in the survey expressed concerns for China on several areas, including Governance, People, Tourism and Immigration & Investment.

Ipsos found that both countries experienced similar repetitional challenges because of trade tensions as well as COVID-19 pandemic.

Australia and New Zealand are two countries that are rising in the rankings.

Individuals who participated in the survey expressed positive feelings about both Australia’s and New Zealand in several categories, including Governance, People and Immigration & Investment.

ABOUT SIMON ANHOLT

The Nation Brands Index (NBI) started in 2005, was designed by Professor Simon Anholt,

Professor Anholt serves as adviser to presidents, prime ministers and governments from 56 countries.

Professor Anholt is recognized as the global authority on creating a positive national image, providing assistance to world leaders to help them engage more effectively with the broader international community.

ABOUT IPSOS NATION BRANDS INDEX

Ipsos is the third largest market research organization in the planet, active in over 90 international markets with a staff of more than 18,000.

Ipsos provides insights based on data from surveys, social media monitoring using qualitative and observational techniques, including the Nation Brands Index.

For more information about Ipsos, click here.


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