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1、 Ipsos 2022 Ipsos.All rights reserved.Contains Ipsos Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.The Anholt-Ipsos Nation Brands IndexSMNovember 2022 IpsosTopicPageIntroduction3NBI 2022 Findings8Desire to Visit Key Driver

2、Analysis13Desire to Invest Key Driver Analysis18Summary23Appendix26Table of Contents2 2 IpsosAnholt-Ipsos Nation Brands IndexSMIntroduction3 3 Ipsos IpsosThe NBI survey is conducted in 20 major advanced and emerging economies that play important and diverse roles in international relations and trade

3、,as well as in the flow of business,culture,and tourist activities.Given the increasingly important global role played by developing countries,the surveys recruitment process ensures balanced regional representation as well as balance between high-and middle-income countries.Respondents were adults

4、aged 18 and over,each interviewed via online survey.Using the most up-to-date online population parameters,the achieved sample in each country was weighted to reflect the key demographic characteristics including age and gender.This report reflects the views and opinions of online populations in the

5、se 20 countries.Asia-PacificJapan,China,India,South Korea,AustraliaLatin AmericaArgentina,Brazil,MexicoMiddle East/AfricaSaudi Arabia*,South AfricaThe core 20 panel countries:Western Europe/North AmericaThe U.S.,Canada,the UK,Germany,France,Italy,SwedenCentral and Eastern EuropeRussia,Poland,Turkey*

6、In 2021,Egypt was replaced with Saudi Arabia as a panel countryIntroduction to NBI4 4 IpsosWestern EuropeThe UK,Germany,France,Italy,Spain,Ireland,Scotland,Sweden,Netherlands,Switzerland,Finland,Austria,Greece,Belgium,Northern Ireland,Norway,Iceland,WalesNorth AmericaThe U.S.,CanadaCentral/Eastern E

7、uropeRussia,Poland,Czech Republic,Hungary,Turkey,Ukraine,Latvia,Slovakia,SerbiaAsia-PacificJapan,South Korea,China,India,Thailand,Indonesia,Singapore,Taiwan,Australia,New Zealand,VietnamMiddle East/AfricaUnited Arab Emirates,Egypt,Saudi Arabia,South Africa,Kenya,Qatar,Palestine,Israel,Morocco,Tanzan

8、ia,BotswanaLatin America&the CaribbeanArgentina,Brazil,Mexico,Chile,Peru,Colombia,Ecuador,Dominican Republic,PanamaIntroduction to NBINBI measures the global perception for each of 60 nations*.In each panel country,any 10 of the 60 nations were randomly assigned to respondents,each of whom rated eac

9、h nation.This resulted in approximately 500 ratings for each nation per panel country.The selection of 60 nations for this list is based on the political and economic importance of the nations in global geopolitics and in the flow of trade,business,and tourism activities.Regional representation and,

10、to some extent,the diversity of political and economic systems were taken into consideration to make the study truly representative of global perceptions.NBI subscription members interests are also reflected in the selection of the countries.The 2022 list of 60 nations is as follows,listed by region

11、:*In 2021,the list of measured nations increased from 50 to 60.5 5 IpsosUnderstanding the NBI HexagonConducted annually with Ipsos beginning in Spring 2008,the Anholt-Ipsos Nation Brands Index measures the image of 60 nations*.In 2022,approximately 60,000 adults ages 18 and up are interviewed in 20

12、core panel countries.The Anholt-Ipsos Nation Brands Index measures the power and appeal of each countrys“brand image”by examining global perceptions of six aspects of a nations identity Together,these dimensions make up the Nation Brand Hexagon.Nation BrandThe general assessment of a nations friendl

13、iness is measured by whether respondents would feel welcome when visiting the country.Additionally,we measure the appeal of the people on a personal level whether respondents would want to have a close friend from that country as well as human resources on a professional level:That is,how willing re

14、spondents would be to hire a well-qualified person from that country.Respondents are also asked to select adjectives out of a list to describe the predominant impressions they have of the people in each country.Respondents rate a countrys tourism appeal in three major areas:Natural beauty,historic b

15、uildings and monuments,and vibrancy of urban life and attractions.Tourism potential is also rated:How likely a respondent would be to visit a country if money were not an object,and whether the likely experience would be represented by adjectives such as romantic,stressful or spiritual.The NBI score

16、 is an average of the scores from the six Indices mentioned above.There are between three and five rating questions for each of the Indices.Ratings are based on a scale from 1 to 7,with 7 being the highest or best,1 being the lowest or worst,and 4 being the middle position which is neither positive

17、nor negative.Each section also contains a word choice question which helps contextualize the understanding of the perceptions of a nations image.Lastly,a countrys power to attract talent and capital is measured not only by whether people would consider studying,working,or living in that country,but

18、also by perceptions of the countrys economic prosperity,equality of opportunity,and ultimately whether it is perceived to be a place with a high quality of life.Perceptions of the countrys economic and business conditions whether stagnant,declining,developing or forward-thinking complete the measure

19、ment of this aspect.This aspect incorporates the perceived competency and honesty of government and its treatment of citizens and respect for their rights,as well as global behavior in the areas of international peace and security,environmental protection,and the reduction of world poverty.Responden

20、ts also select one adjective from a provided list that best describes their perception of the government of each country.This aspect examines whether knowing where a product is made increases or decreases the likelihood of it being purchased(also known as the“country of origin effect”),whether a cou

21、ntry has particular strengths in science and technology,and whether it is considered to be innovative in national and global pursuits.Additionally,perceived associations of the country with particular industries contribute to its perceived image in this category.Cultural aspects are measured by gath

22、ering perceptions of a countrys heritage and its contemporary cultural“vibes”accrued from music,films,art,and literature,as well as its perceived excellence in sports.Respondents perceptions of the various cultural activities help form a global image of any given countrys cultural“product.”PeopleTou

23、rismNBI Score Immigration&InvestmentGovernanceExportsCulture6 6*In 2021,the list of measured nations increased from 50 to 60.IpsosUnderstanding key driver analysisKey driver analysis(KDA)is a term for statistical analysis that examines the derived importance between potential drivers and behavior(ou

24、tcome metric)such as overall satisfaction or likelihood of a positive recommendation.The outcome metric is the term used for key questions.Usually,it is the overall satisfaction or loyalty question.In this case:Please give each country a rating from 1 to 7 where 7 means you would strongly like to vi

25、sit if money was no object and 1 means you would strongly not like to visit if money was no object.Please state how far you agree with the following sentence:“This country has businesses Id like to invest in.”Potential Driver is the term used for performance rating questions which you think influenc

26、e your outcome metric.In this case:rate aspects of a nation,such as its natural beauty,willingness to work and live in a country for a substantial period of time,wanting a close friend from this place,etc.Outcome metricPotential drivers7 7 IpsosAnholt-Ipsos Nation Brands IndexSMNBI 2022 Findings8 8

27、Ipsos IpsosGermany ranks in first for the eighth time overall and sixth time in a row,officially breaking the record for most NBI#1 rankings(previously held by the United States).Japan and Canada round out the top-3 NBI nations.NBI 2022 topline findingsThe United Kingdom falls out of the top-5 for t

28、he first time in NBI history.Overall desire to visit NBI nations has decreased in 2022 after a large 2021 increase.Italy(#4),Switzerland(#7),the United States(#8),Sweden(#9),and Australia(#10)all retain their top-10 rankings from 2021,despite above average declines in score.Russia drops 31 spots fro

29、m 2021 to 2022,now in 58thplace.Desire to invest in NBI nations has declined to the lowest levels seen since 2016.9 9 Ipsos2021 Rank2022 RankNation2021 Rank2022RankNation2021 Rank2022RankNation2021 Rank2022RankNation2021 Rank2022RankNation2021 Rank2022RankNation11Germany1111Spain2021Iceland3531Mexic

30、o4441South Africa-51Vietnam32Japan1212Norway2222Wales3232Hungary4242Morocco5352Ecuador23Canada1313Netherlands2323South Korea3133China4543Latvia5053Qatar44Italy1414New Zealand2424Northern Ireland3434Thailand4744Israel5254Colombia65France1715Scotland2525Singapore3635Egypt4345Indonesia5655Kenya56United

31、 Kingdom1616Austria2626Poland3836Turkey4546United Arab Emirates5756Tanzania77Switzerland1516Finland2827Brazil3737Slovakia4847Ukraine5557Saudi Arabia88United States1918Ireland3028Czech Republic4038Peru-48Serbia2758Russia99Sweden1819Belgium2929Argentina4039India5149Panama5859Botswana1010Australia2120G

32、reece3330Taiwan3940Chile4950Dominican Republic6060PalestineNBI 2022 60 NBI nation rankings1010 Ipsos80%13%7%Low AwarenessHigh AwarenessNews awarenessThe average awareness of news about a nation is 33%.The top-3 countries that global citizens have seen,read,or heard about in the past 6 months are Rus

33、sia(80%),Ukraine(79%),and the UnitedStates(76%).79%14%7%76%15%10%68%21%11%64%24%12%16%64%20%16%64%20%14%68%19%12%70%19%12%70%19%AwareUnawareNot Sure1111 RussiaUkraineU.S.A.ChinaUKEcuadorSlovakiaPanamaTanzaniaBotswana Ipsos53%52%51%51%50%11%21%11%14%13%News Awareness%News awareness impact scoresRussi

34、a in particular is saddled by negative media with a net impact score(positive news impact minus negative news impact)of-56%.Highest News FavorabilityBased on those who have seen/read/heard newsLowest News FavorabilityBased on those who have seen/read/heard news15%25%24%36%25%70%45%40%37%34%RussiaChi

35、naPalestineUkraineIsrael29%12%21%30%25%80%68%33%79%43%1212 FavorableUnfavorableNew ZealandBotswanaIcelandFinlandSingaporeRussiaChinaPalestineUkraineIsrael IpsosAnholt-Ipsos Nation Brands IndexSMDesire to Visit Key Driver Analysis1313 Ipsos Ipsos2%2%2%3%3%3%3%3%4%4%4%5%6%6%8%8%9%10%16%SportsScience&T

36、echnologyVisited WebsiteCompetent&HonestEnvironmentBuy ProductsCreative PlaceEquality in SocietyContemporary CultureRights&FairnessCultural HeritageEducationHistoric BuildingsQuality of LifeWelcomingVibrant City LifeWork&LiveClose FriendNatural BeautyGlobal Desire to Visit DriversThe Top-3 drivers o

37、f desire to visit a nation come from the Tourism,People,and Immigration and Investment Indices.1414 ExportsGovernanceCulturePeopleTourismImmigration and InvestmentNation Brand Ipsos20122013201420152016201720182019202020212022North AmericaWestern EuropeCentral&Eastern EuropeLatin America&the Caribbea

38、nMiddle East&AfricaAsia-PacificNet ChangeFrom 2012 to 2022+2.56+10.24+10.91(Asia-Pacific)+12.63+12.769%10%16%Work&LiveClose FriendNatural Beauty+13.89(Latin America&the Caribbean)Driver time-seriesLatin America&the Caribbean and the Middle East&Africa have seen the largest net change in score on nat

39、ural beauty.Regional Average Performance1515 Ipsos9%10%16%Work&LiveClose FriendNatural Beauty20122013201420152016201720182019202020212022North AmericaWestern EuropeCentral&Eastern EuropeLatin America&the CaribbeanMiddle East&AfricaAsia-Pacific+1.32+7.78+9.68+12.51+11.40+12.08Driver time-seriesNet Ch

40、angeFrom 2012 to 2022Latin America&the Caribbean has seen the largest positive net change on wanting a close friend from the region in the past decade with+12.08 points.North America sees the smallest change with just over a point difference from 2012.Regional Average Performance1616 Ipsos9%10%16%Wo

41、rk&LiveClose FriendNatural Beauty20122013201420152016201720182019202020212022North AmericaWestern EuropeCentral&Eastern EuropeLatin America&the CaribbeanMiddle East&AfricaAsia-Pacific-0.50+8.06+8.98+10.23(Latin America&the Caribbean)+11.07+9.84(Central&Eastern Europe)Net ChangeFrom 2012 to 2022Regio

42、nal Average PerformanceDriver time-seriesNorth America is the only region to see a decrease in performance on willingness to work and live in the region for a substantial period of time since 2012.1717 IpsosAnholt-Ipsos Nation Brands IndexSMDesire to Invest Key Driver Analysis1818 Ipsos Ipsos2%2%2%3

43、%3%3%3%4%4%4%5%5%5%5%5%6%6%7%7%9%10%Purchased Product/ServiceNatural BeautyHistoric BuildingsEmployabilityWelcomingPeace&SecurityRights&FairnessSportsCompetent&HonestEnvironmentContemporary CultureVibrant City LifePovertyClose FriendScience&TechnologyBuy ProductsCreative PlaceEquality in SocietyQual

44、ity of LifeEducationWork&LiveThe top-4 drivers of desire to invest in a nation all come from the Immigration&Investment Index.Global Desire to Invest1919 ExportsGovernanceCulturePeopleTourismImmigration and InvestmentNation Brand Ipsos7%9%10%Quality of LifeEducationWork&Live2012201320142015201620172

45、0182019202020212022North AmericaWestern EuropeCentral&Eastern EuropeLatin America&the CaribbeanMiddle East&AfricaAsia-Pacific-0.50+8.06+8.98+11.07Net ChangeFrom 2012 to 2022Regional Average PerformanceThe Middle East&Africa see the largest increase in willingness to work and live in their region in

46、the past decade with+11.07 points.Driver Time-Series2020+10.23(Latin America&the Caribbean)+9.84(Central&Eastern Europe)Ipsos7%9%10%Quality of LifeEducationWork&Live+0.74+9.35+11.77+12.43+13.83+12.49Driver Time-SeriesNet ChangeFrom 2012 to 2022Regional Average PerformanceThe Middle East&Africas and

47、Central&Eastern Europes performances on Education has grown the most in the past decade.North America sees the smallest increase with just under a point difference.2121 20122013201420152016201720182019202020212022North AmericaWestern EuropeCentral&Eastern EuropeLatin America&the CaribbeanMiddle East

48、&AfricaAsia-Pacific Ipsos7%9%10%Quality of LifeEducationWork&Live0.00+8.81+10.54+11.29(Latin America&the Caribbean)+12.75(Middle East&Africa)+10.85Net ChangeFrom 2012 to 2022Regional Average PerformanceNorth America has the same performance score in 2022 that it had in 2012 on its regions quality of

49、 life.Driver Time-Series2222 20122013201420152016201720182019202020212022North AmericaWestern EuropeCentral&Eastern EuropeLatin America&the CaribbeanMiddle East&AfricaAsia-Pacific IpsosAnholt-Ipsos Nation Brands IndexSMSummary2323 Ipsos IpsosPerformance on top key drivers for desire to visit and inv

50、est have generally improved since 2012.The top drivers for desire to visit come from the Tourism,People,and Immigration and Investment Indices.Attributes on the Immigration and Investment Index are the top drivers for desire to invest in a nation.The North American region leads on all top key driver

51、s for desire to visit and invest.Western Europe generally trails North America,with Asia-Pacific following.Latin America&theCaribbean,Central&Eastern Europe,and the Middle East&Africa fall to the bottom of the pack.Despite leading on all top drivers,the North American region has seen the smallest in

52、crease onattribute performance compared to other regions.Performance on top key drivers across all regions have improved since 2012,particularly for the Latin America&the Caribbean,Central&Eastern Europe,and Middle East&Africa regions.The only exception is North Americas 0.00 net change on Quality o

53、f Life.2424 IpsosFor more informationFor more information on the Nation Brands Index or your countrys performance,please contactMoriya BobevAccount Manager,US Corporate ReputationMoriya.B Jason McGrathExecutive Vice President,US Corporate ReputationJason.McG2525 IpsosAnholt-Ipsos Nation Brands Index

54、SMAppendix2626 Ipsos IpsosAttribute KeyFull AttributeShortened AttributeThis country makes a major contribution to innovation in science and technologyScience&TechnologyBuying products made in this countryBuy ProductsThis country is a creative place with cutting-edge ideas and new ways of thinkingCr

55、eative PlaceThis country is competently and honestly governedCompetent and HonestThis country respects the rights of its citizens and treats them with fairnessRights&FairnessThis country behaves responsibly to protect the environmentEnvironmentThis country excels at sportSportsThis country has a ric

56、h cultural heritageCultural HeritageThis country is an interesting and exciting place for contemporary culture such as music,films,art and literatureContemporary CultureIf I visited this country,the people would make me feel very welcomeWelcomingI would like to have a person from this country as a c

57、lose friendClose FriendThis country is rich in natural beautyNatural BeautyThis country is rich in historic buildings and monumentsHistoric BuildingsThis country has a vibrant city life and urban attractionsVibrant City LifeWilling to live and work for a substantial period in this countryWork&LiveTh

58、is country is a place with a high quality of lifeQuality of LifeThis country is a good place to study for educational qualificationsEducationThis country cares about equality in societyEquality in SocietyI have visited a website or social networking site from or about this countryVisited WebsiteThis

59、 country behaves responsibly in the areas of international peace and securityPeace&SecurityThis country behaves responsibly to help reduce world povertyPovertyHow willing would you be to consider a well-qualified person from the following country?EmployabilityI have purchased a product or service fr

60、om this countryPurchased Product/Service2727 IpsosIpsos is one of the largest market research and polling companies globally,operating in 90 markets and employing over 18,000 people.Our passionately curious research professionals,analysts and scientists have built unique multi-specialist capabilitie

61、s that provide true understanding and powerful insights into the actions,opinions and motivations of citizens,consumers,patients,customers or employees.Our 75 solutions are based on primary data from our surveys,social media monitoring,and qualitative or observational techniques.Our tagline Game Cha

62、ngers sums up our ambition to help our 5,000 customers move confidently through a rapidly changing world.Founded in France in 1975,Ipsos has been listed on the Euronext Paris since July 1,1999.The company is part of the SBF 120 and Mid-60 indices and is eligible for the Deferred Settlement Service(S

63、RD).ISIN code FR0000073298,Reuters ISOS.PA,Bloomberg IPS:FP About Ipsos2828 IpsosAbout Simon AnholtSimon Anholt designed and launched the Nation Brands Index in 2005.Since 1998,he has advised the presidents,prime ministers and governments of 63 countries,helping them to engage more imaginatively and

64、 effectively with the international community.He is recognized as the worlds leading authority on national image.Professor Anholt also publishes the Good Country Index,a survey that ranks countries on their contribution to humanity and the planet,and is Founder-Editor Emeritus of the Journal of Plac

65、e Branding and Public Diplomacy.He was previously Vice-Chair of the UK Foreign Office Public Diplomacy Board.Anholts TED talk launching the Good Country Index has received 12 million views,and is the all-time most viewed TED talk on governance.He has written six books about countries,cultures and globalization and is an honorary Professor of Political Science at the University of East Anglia.His latest book,The Good Country Equation,was published in August 2020.2929