This European Country Has Just Beat the US for Best International Image

Berlin Cathedral | © athree23 / Pixabay
Berlin Cathedral | © athree23 / Pixabay
Photo of Marion Kutter
22 November 2017

A study of 50 countries has concluded that Germany is the country with the best ‘brand image’, ousting the US from the top position. Here’s everything you need to know.

A recent study examining the perception of countries around the globe has revealed that the US has been trumped by Germany (pun intended).

The annual Brand Image Index study has named Germany to be the country with the best brand image, knocking the US down into sixth place on the leaderboard.

The survey was conducted by The Nation Brands Index and looked at six variables, namely exports, governance, culture, people, tourism and immigration and investment.

Horseshoe Bend in the Grand Canyon, Arizona I | © KeYang / Pixabay

Designed to guide governments, organisations and businesses towards improving their image among other nations, the study saw researchers ask 20,185 adults in 20 countries about their view on each of the 50 countries listed in the report.

A glance at the ‘Governance’ column shows a dramatic drop for the US from position from 19 to 23, which can in part be attributed to Donald Trump’s policies.

Independent policy advisor Professor Simon Anholt, who created the study in 2005, said: “The USA’s fall in the ‘Governance’ category suggests that we are witnessing a ‘Trump effect’, following President Trump’s focused political message of ‘America First’”.

Though now in sixth place, the US still is ahead of Italy, Switzerland, Australia and Sweden respectively.

The perception of the UK has recovered after plummeting to record-lows after the Brexit vote last year. France leapt into second place, while Japan climbed the ladder and now shares the fourth rank with Canada.

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