Global citizens give Canada a top ranking

When it comes to immigration, investment, people and governance, Canada has been ranked as one of the best national brands in the world, according to the 2019 Anholt-Ipsos Nation Brands Index.

The Canadian brand jumped from position five overall in the 2018 index to third this year out of 50 countries, only behind France and top-ranked Germany. The 2019 ratings were based on interviews from 20,035 online users from 20 countries who are aged 18 years and above.

Canada, according to the study, ranked first in three of the six individual categories that were used to rate the 50 countries namely; immigration and investment, people and governance. Among the top five countries,

Canada was the only nation that bettered its standing in governance, culture, and tourism.

This is the second year in succession that Canada ranked first in the category of immigration and investment, which examines a country’s power to attract foreigners to live, work and study as well as perceptions of its quality of life and business environment.

Five attributes including work and live, quality of life, educational qualifications, invest in a business, and equality in society are measured in the immigration and investment score.

39 percent of the respondents in the research considered Canada as friendly, trustworthy (30 percent), happy (29 percent), and generous (19 percent).

“A Nation Brand (or a reputation) is not built overnight,” the statement from Volos’ research team said.

“Seldom does a nation earn a ranking within the top five on the overall [National Brand Index] without consistency in its image,” Volos said.

The United Kingdom, which ranked third every year since 2011, drops to the fourth spot. Japan, came in second in 2018, but now sits in the fifth position. The United States remains in sixth place. While Italy tied with the U.S. in 2018, it now ranks seventh.

For 2018, the 50 measured nations were:

• North America: The U.S., Canada

• Western Europe: The UK, Germany, France, Italy, Spain, Ireland, Scotland, Sweden, Denmark, Holland, Switzerland, Finland, Austria, Greece, Belgium, Northern Ireland, Norway, Croatia

• Central/Eastern Europe: Czech Republic, Hungary, Poland, Russia, Turkey, Ukraine

• Asia-Pacific: Japan, South Korea, China, India, Thailand, Indonesia, Singapore, Taiwan, Australia, New Zealand

• Latin America/Caribbean: Argentina, Brazil, Mexico, Chile, Peru, Colombia, Jamaica

• Middle East/Africa: United Arab Emirates, Egypt, Saudi Arabia, South Africa, Kenya, Nigeria, Qatar

Here are some of the highlights of the 2019 Anholt-Ipsos Nation Brands Index.;

Germany holds top spot in rankings

Germany again ranks #1 out of 50 nations, marking the fifth time Germany tops the NBI list. Global citizens have positive feelings about buying German products and the employability of the German people, putting Germany first in both categories for 2019. Citizens from China have the highest opinion of Germany’s Exports, Governance, People, and Immigration/Investments.

Image of the U.S. stabilizes

After falling to sixth place in 2017, the United States has been out of the running for a top-three spot in both 2018 and 2019. Global public perception of the United States’ People and Governance has drastically diminished over the past three years.

France gains through Governance

NBI 2019 is the fourth time since 2008 that France has come in second place. Top marks for the country’s Culture and Tourism, and improved perceptions of its Governance helped secure France’s high ranking this year. For over a decade, France has consistently placed at the top of the NBI, hovering around fourth place for the past five years.

The United Kingdom slips in the ranking

Global attitudes toward the United Kingdom remain strongly positive overall, despite dropping from third to fourth place in 2019. The United Kingdom’s robust reputation stems from a top-5 ranking on most Indices: Exports, Culture, Tourism, as well as Immigration and Investment. Perceptions of its People and Governance are relative reputational weaknesses for the United Kingdom.

Africa

All African nations measured in 2018 and 2019 have medium-to-strong reputational gains. Egypt leads the pack, followed by South Africa, Nigeria, and Kenya. The Immigration and Investment index is the biggest contributor to the rising public opinion of Egypt and Kenya. Conversely, reputational surges in South Africa and Nigeria are due to improved perception of their People. African countries are enjoying an uptick in positive sentiments from citizens of India, China, Italy, and Turkey. This is the third consecutive year where Egypt, Kenya, and Nigeria see improvements in their public opinion, while South Africa is going into its second year of growth.

Country of origin effect: Germany leads

Global citizens feel especially good about buying products from Germany, the U.S., and Japan. The country of origin effect, which is part of the Exports index, evaluates how people feel about purchasing products from NBI-studied countries.

Nations as “personalities”

Nations are sometimes compared to different types of personalities. In NBI 2019, global citizens were asked to select up to three personality traits to describe each nation. Global citizens view Switzerland as the most trustworthy (32%), New Zealand as the friendliest (40%) and happiest (32%), Japan as the most creative (36%), Brazil and Spain as the most fun (31%), and Germany as the strongest (39%).

Protecting the environment is the top global concern

Nearly four in ten global citizens believe protecting the environment is the biggest global concern (38%). Ensuring the safety of food and water is the second most concerning issue (28%), and resolving violent conflicts is a close third (27%).