10/18/2011

Yesterday the 2011 Anholt-GfK Roper Nation Brands Index, was released. The annual report rates countries’ reputation, based on an average of ratings in governance, culture, people, immigration, investments, exports and tourism. The 2011 Nation Brand Index is based on the ratings of 50 nations by 20,337 people in 20 countries, and concludes that the U.S. remains number one, increasing its lead on Germany, compared to last year. Sweden, with a strong industry, cutting edge technology, breathtaking landscape and exciting culture is ranked on 10^th place and best of the Nordic countries, same place as last year’s ranking.

The Scandinavian has the privilege of holding both functional and decorative values. Most people think of most countries as being either predominantly useful or predominantly decorative. One of the reasons why Sweden’s image is so perfect is because it is unusually well balanced. Sweden manages to be both in almost equal proportions: competent and stylish, efficient and sexy, smart and attractive. Sweden’s so called brand value is the result of factors such as a good business environment, the welfare system, international diplomatic relation, long-lasting peace and generous attitude towards poorer countries.

“The strengths of America’s international standing continue to be innovation, opportunities and vibrancy,” says index founder Simon Anholt. Although increased since last year, the U.S. rating on domestic and foreign politics is still lowering the overall high score. The turbulent politic and economic climate in Europe during the last year also presumably contributed to the increasing U.S. lead.

Overall Brand Ranking (Top 10 of 50 Nations)
	2011	2010
1	United States	United States
2	Germany	Germany
3	United Kingdom	France
4	France	United Kingdom
5	Japan	Japan
6	Canada	Canada
7	Italy	Italy
8	Australia	Switzerland
9	Switzerland	Australia
10	Sweden	Sweden