Brand American Rising?

Every now and then you come across a little piece of news that has great importance, yet is under reported in today's news sensation world. Here is such news. If I'd heard it from a friend I'd say that's not possible (not that I'd expect the USA to be in the bottom 10). What does this have to do with investing? Peoples attitudes about countries affect their desire to invest in the companies of that country.

Why the change? Why does the ranking shake out this way?

NEW YORK, Oct. 5 /PRNewswire-USNewswire/ -- Brand America is now ranked #1 by global citizens, according to the GfK Roper Public Affairs & Media, a division of GfK Custom Research North America. Results from the 2009 Anholt-GfK Roper Nation Brands Index(SM) (NBI), which measures the global image of 50 countries, show the United States taking the top spot as the country with the best overall brand, up from seventh last year.

"What's really remarkable is that in all my years studying national reputation, I have never seen any country experience such a dramatic change in its standing as we see for the United States in 2009," explains Simon Anholt, NBI founder and an independent advisor to over a dozen national governments around the world. "Despite recent economic turmoil, the U.S. actually gained significant ground. The results suggest that the new U.S. administration has been well received abroad and the American electorate's decision to vote in President Obama has given the United States the status of the world's most admired country."


Anholt-GfK Roper Nation Brands Index(SM)
Overall Brand Ranking
(Top 10 of 50 Nations)

2009
1 United States
2 France
3 Germany
4 United Kingdom
5 Japan
6 Italy
7 Canada
8 Switzerland
9 Australia
10 Spain, Sweden (tie)

Source: 2009 and 2008 Anholt-GfK Roper Nation Brands Index(SM)

"This improved perception of the U.S. is not only in the area of Governance, there are improved perceptions for People, Culture and even Tourism of the United States," adds Xiaoyan Zhao, Senior Vice President and director of the NBI study at GfK Roper Public Affairs & Media. "While most nations' reputation does not undergo major change from year to year, the U.S. has clearly bucked the trend. What's key for the U.S. and other world's leading nations is to strike while the iron is hot and develop focused policies and communication that draw businesses, financial investors and tourists -- in order to help lift their national economies and their global credibility."

The NBI is based on a global survey in which people from across 20 major developed and developing countries are asked to rate each nation in six categories: Exports, Governance, Culture, People, Tourism and Immigration/Investment. The NBI ranking is based on the average of these six scores.

Turning to the rest of the NBI rankings, mostly the same countries are in the top ten as in 2008 - but also with some shifts in position. France again captured second place overall, while Germany and the United Kingdom fell to third and fourth, respectively. Japan (5th) and Italy (6th) did not shift rankings from 2008. However, Canada lost ground, slipping from fourth last year to seventh in 2009. Switzerland, Australia, Spain and Sweden round out the top 10.

Other major movers in the overall ranking include several developing countries - such as China, which climbed several spots from last year to 22nd in 2009.

This year's NBI study also includes questions on the impact the global economic crisis is having on people's opinions and perceptions towards the nations tracked. Top-line results from this area will be released late fall 2009.

To request a copy of the Anholt-GfK Roper Nation Brands Index(SM) (NBI) 2009 Highlights report or for more information on the Anholt-GfK Roper Nation Brands Index(SM) (NBI) and Anholt-GfK Roper City Brands Index(SM) (CBI), please visit www.gfkamerica.com and/or www.simonanholt.com.

About the Anholt-GfK Roper Nation Brands Index(SM)

Conducted annually in partnership between independent advisor Simon Anholt and GfK Roper Public Affairs & Media beginning in 2008, the Nation Brands Index(SM) measures the image of 50 countries with respect to Exports, Governance, Culture, People, Tourism and Immigration/Investment. Each year, approximately 20,000 adults ages 18 and up are interviewed online in 20 core panel countries

Given the China economic success why do you think they only rank 22nd.?