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MB GROUP Publications

Switzerland ranks 2nd among countries with the best worldwide image

According to the 4th edition of the Anholt Nation Brands Index, a global survey of the image of 35 nations, Switzerland ranked second most popular country worldwide.

The survey was done by Simon Anholt, an expert on brands, in cooperation with the market research-software company GMI (Global Market Insite, Inc.). The global opinion barometer examined how 25,907 interviewees around the globe rated culture, politics, economy, population, investment potential and tourist attractiveness of different countries.

Switzerland was rated particularly high for its competency and fairness in government affairs (first place, before Sweden and Canada), for its contribution to world peace (first place, before Sweden and Norway), and for observing human rights and treatment of natives (first place, before Sweden and Canada). In the areas of "education" (top5) and "research and technology" (top10) Switzerland also ranked high.

"In the age of globalization the brand image of a country becomes more and more important", says Simon Anholt. "Because nations are competing for attention, the respect and trust of investors, tourists, consumers, immigrants, national governments and the media, a strong and positive image means a basic competitive advantage. It is important nations understand how they are seen by the global public, and how their successes and failures, positive and negative capital, population and products are reflected in that image."

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. USA

Text – Greater Zurich Area

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