The nation branding survey was developed originally in 2005 by Simon Anholt as a thorough analytical ranking of the world national images and reputation. The expanded survey in partnership with leading research firm GfK, concentrates on unearthing which country’s global brand perception has changed.
More than 20,000 interviews conducted across 20 countries, with more than 40 questions about their perceptions of 50 countries each year, form the basis for the Anholt-GfK nation branding survey. The research measures global perceptions of each country, based on 23 different attributes that make up the six overall dimensions on which national image is based: exports, governance, culture, people, tourism and immigration/investment.
For the past five years, the U.S. was been ranked at the top spot, but with their victory in the World Cup this year and other sporting excellence, Germany is the most positively perceived country in 2014. On the other hand, Russia had a decline in their ranking as they fell to 25th place. One key dimension that is not included in the analysis, is manufacturing.
This is why superpower countries such as China and India are ranked outside the top 10.