Germany Rises in Global National Image Rankings
America’s loss is Germany’s gain, as the biggest country in Western Europe reclaims its position with the best national image in the world. This shift is highlighted in a recent survey of “national brands,” where Germany has taken the top spot from the United States.
Decline in U.S. Perception
The United States was the only country in the survey experiencing an overall decline in international perception between 2016 and 2017, according to the Anholt-GfK Nation Brands Index.
Survey Insights
This survey was conducted through interviews with 185 adults across 20 countries. Findings revealed that perceptions of Germany improved, moving up from second place in 2016, particularly due to advancements in culture, governance, and community representation. Overall, Germany ranks in the top five of the 50 nations on the index in nearly every category, with the notable exception of tourism.
Comparative Analysis: Germany vs. the United States
Conversely, the United States experienced the most significant downward trend among the top 10 countries, dropping from first in 2016 to sixth this year. Although it maintains a top five ranking in cultural recognition (2nd), exports (2nd), and immigration investment (5th), its score in governance notably fell from 19th to 23rd place.
Understanding the Shift
Simon Anholt, who created the Nation Brands Index in 2005, suggests that the noticeable decline in the U.S. perception may be attributed to last year’s presidential election.
According to Anholt, “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.’ However, Americans’ assessment of their own country is notably more positive this year than last.” This pattern mirrors previous instances, such as following George W. Bush’s re-election, where the U.S. subsequently fell to seventh place.
Global Improvements by Other Nations
In addition to Germany’s rise, France and Japan also made significant improvements in their global perceptions. France secured second place, jumping from fifth in 2016, whereas Japan made a noteworthy entry into the top five, tying with Canada for fourth after landing in seventh place last year.
Top 10 Rankings
Rounding out the top 10 in national brands are the U.K., Italy, Switzerland, Australia, and Sweden, each demonstrating varying degrees of improvement in their global perceptions.
Methodology
The findings of the Anholt-GfK Nation Brands Index are weighed to account for various demographic factors such as age, gender, education, and race/ethnicity. This ensures a balanced and accurate representation of views from the U.S., U.K., South Africa, India, and Brazil.
