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Pod cast available at: (includes comment from Simon Anholt, co-creator of the report, Tom Wright, Chief Executive, VisitBritain and Jeff Taylor from the public diplomacy department of the Foreign & Commonwealth Office)

The UK is world’s most favourite nation in latest international poll

Fourth Anholt Nation Brands Index values Brand UK at £2 trillion

London, 21st February 2006 – Britain is the world’s top nation brand, according to the latest Anholt Nation Brands Index (NBI) created by nation branding expert Simon Anholt and powered by GMI (Global Market Insite, Inc.), a global market intelligence solutions provider. Switzerland and Canada are placed second and third respectively in the overall ranking, which was based on a survey of 25,907 people in 35 countries. This fourth global NBI survey polled respondents worldwide about how they view a country’s culture, people, and appeal as a place to visit, invest in or migrate to.

For the first time ever, the latest NBI puts a dollar value on each nation brand. These brand valuations range from nearly US$18 trillion for ‘Brand America’ to $43 billion for ‘Brand Poland’. The UK came in 4th place at $3.5 trillion (£2 trillion), following Japan and Germany. Many of the nation brand values are greater than the actual gross domestic product of the country – for example, the brand value of the USA is equivalent to 152% of its GDP, the UK 163% and in the case of Denmark 320%.

In the overall rankings, the UK was ranked number one, scoring particularly well on investment questions (1st). The UK also ranked strongly for sports and cultural heritage (3rd). As a nation brand, the UK’s greatest asset continues to be how its people are being perceived - for example, UK came fourth for highly skilled citizens.

“Britain is a hugely appealing and varied destination, for both business people and tourists, thanks to our strong mix of traditional and contemporary culture,” explains Tom Wright, chief executive of VisitBritain, the national tourism agency responsible for marketing Britain worldwide and developing England’s visitor economy. “In fact, you can think of Britain a little like an onion. There is always a new layer for visitors to peel back and discover and that’s why we are seeing more and more people coming back here every year.”

Simon Anholt explains further why Britain is number one: “Brand UK continues to rank high because its scores are so consistently good in most categories and in most countries. Other countries get better scores here and there, but the UK hardly gets a low score from anyone.”

The USA is the world’s tenth most popular ranked nation brand. It is also the nation brand that most divides world opinion. The majority of NBI respondents ranked the USA near the top of such categories as product brands, popular culture, investment, technology, education and sport, but near the bottom for cultural heritage and governance.

The NBI also measured how respondents from other countries perceive people from other countries. UK citizens were considered to be the most polite, most boring and best educated. The French were seen as the rudest and Americans were viewed as the most ignorant and most ambitious. Tina Louise, Marketing Director, Europe for GMI, explains: “Internet-based research means that we can now collect and measure global opinions about people and places incredibly quickly and accurately. The NBI is a great example of our capabilities, and it has proved to be a valuable tool to help governments and organisations across the world looking to promote their nation’s brand values to a global audience.”

Simon Anholt explains the value of the Nation Brands Index further: “What’s most exciting about the new NBI dollar valuations is how much it appears that a nation’s economy could be boosted or busted by a high or weak nation brand value. It’ll surely turn the heads of many citizens to know that based on our figures, their individual brand value is over $60,000 in the case of an American or as high as $143,000 for a Dane”.

The top ten ranking of the nation brands is:

1. UK
2. Switzerland
3. Canada
4. Italy
5. Sweden
6. Germany
7. Japan
8. France
9. Australia
10. United States

Notes to editors
About the Anholt Nation Brands Index
The Q4 Anholt Nation Brands Index was conducted November 08-19, 2005 on the GMIPoll platform (, which provides integrated solutions for global market intelligence. A 200-1,000 representative sample based on age, gender, and where applicable, geographical region, race and ethnicity was collected in each of 35 countries. For further information about the Anholt Nation Brands Index methodology, please contact GMI (Global Market Insite, Inc.) at or visit

About Simon Anholt
Anholt developed the concept of the Nation Brands Index in 2005. The first Index was published in May 2005. He is recognized as one of the world’s leading authorities on the branding of countries, regions and cities. Anholt advises a number of national governments and United Nations agencies on brand strategy, public diplomacy, cultural relations, investment and export promotion, tourism and economic development. He is the editor of the quarterly journal, Place Branding and Public Diplomacy, and the author of Brand New Justice, Brand America and several other books.

About GMI
GMI (Global Market Insite, Inc.) is the only company that provides comprehensive integrated solutions for global market intelligence for both market research firms and corporate market research departments at Global 2000 companies. Solutions include Net-MR, a suite of software tools to manage and automate research throughout the project lifecycle, desktop analysis tools, 24/7 service bureau capabilities, and one of the world’s largest, highly profiled, double opt-in managed panels, spanning across 200 countries. In addition, GMI offers high-value, real-time enterprise feedback solutions for customer, partner and employee programs. Founded in 1999 with world headquarters in Seattle, Wash., GMI has operations on five continents. More information is available at or email us at

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