The United Kingdom has maintained its number one overall ranking as the world’s favourite nation in the latest quarterly Anholt Nation Brands Index.
The Anholt Nation Brands Index analyses the results of how a 25,000-strong international panel perceive in detail the value and appeal of 40 developed and developing world nations.
In addition this quarter, a financial valuation of all NBI nation brands was carried out by Brand Finance, estimating the UK’s brand worth at US$ 3.5 billion.
The Anholt Nation Brands Index confirms and confounds received wisdom about how the rest of the world sees the UK.
Whilst actual UK mass manufacturing has declined, products with a ‘Made in Britain’ stamp are likely to be bought ahead of those made in the USA, Switzerland and France.
Only products with German (1) and Japanese (2) origins are more highly valued by foreigners.
UK arts and culture are ranked highly. A surprise is that when asked which countries excel at sports, the UK is ranked fourth (USA is first, Germany second and Russia third) despite the actual performance of its national teams and sportsmen.
The UK’s great sporting rival Australia is ranked tenth. However, on contemporary culture, including popular music, the French (2) overtake the British (3). The USA is number one.
When asked what nationality of friend they would like, Britons ranked third behind Canadians (1) and Australians (2).
But foreigners believe Britons are less welcoming than other nationalities, with Britons ranking 14th behind the Swiss (13th) and the Norwegians (12th). The Canadians (1), Australians (2) and Spanish (3) are perceived as the nationalities most welcoming to foreigners.
Index founder and an adviser to governments on nation branding and public policy, Simon Anholt, said, “The UK keeps its number one spot because it consistently ranks high in all the areas of the survey.
“Negative perceptions about UK foreign policy in Iraq are reflected within these findings, but they do not exert a strong enough force to bring down the UK’s overall positive score.”
He added, “In fact, the UK’s overall score improved by over two per cent quarter on quarter compared to a 1.2 percent improvement by Germany, its closest rival.”
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