Spain maintains the position of the previous year, in an index that has three countries from different continents on the podium.
Germany leads the ranking in the latest National Brand Index (NBI) produced by the data provider Ipsos. This country benefited from its high scores in the areas of exports, government, immigration and investment, and culture. It is the seventh time and fifth in a row that he has won first place.
The positive opinions about the German country focus on its ability to generate employment, the work of the German government in the fight against poverty and excellence in sports, among others. These factors placed Germany in the top two spots in all five categories in 2021.
On the second step of the podium is Canada, occupying the position of the United Kingdom the previous year, which falls to fifth position. In third place is Japan, which rises one place for its good performance in Exports, Tourism, Culture and People. For its part, Spain occupies the eleventh position in 2021, maintaining the same position as in the previous year's edition.
According to Ipsos, the year 2021 is marked by more positive perceptions in general, with a lot of exchange of positions between countries and valuations that have increased globally compared to the previous year.
Furthermore, the general intensity in the desire to visit countries around the world has grown over time. An analysis of 50 countries from the Nation Brands Index (NBI) between 2015 and 2020, and 60 nations measured in 2021, shows how the desire to travel decreased between 2015-2016, increased between 2016-2018, to be reduced again between 2018 -2020. However, in 2021, the levels of desire to visit have increased to an all-time high.
For the first time in the history of the Nation Brands Index, the full list of nation rankings and scores is published to provide sufficient context, with the addition of ten new countries. The sample size has been expanded from 20,000 interviews per year to 60,000. The number of countries measured has also been expanded, with 60 countries in 2021, up from 50 in previous years.
8. Unthe States
The United States advances from tenth to eighth in the ranking of National Brands. In 2020, it registered a notable decline, falling from sixth to tethe nth position.
7. Switzerland
Switzerland barely registers variations with respect to the previous index and remains in seventh place.
6. France
France falls from fifth to sixth place despite increasing its rating in this index compared to the previous year.
5. the United Kingdom
The United Kingdom has experienced a significant drop in this selection after falling from second place to fifth in one year. Its strengths lie in exports, culture, and immigration and investment. On the contrary, its weaknesses are found in People and Governance, especially in the perception of the welcoming character of its people and the protection of the environment.
4. Italy
Italy moves from sixth to fourth place in this ranking, with strong opinions about its Culture, Tourism, and People.
3. Japan
Japan breaks into the top three for the first time since 2018 and has risen from fourth place in 2020 to third this year with positive perceptions in Exports, Tourism, Culture and People.
2. Canada
Top spots in the Governance, People, and Immigration & Investment indices, as well as relatively stable rankings in Exports, Tourism, and Culture, have all contributed to Canada's record ranking in 2021.
