Country brands: which are the strongest in the world and Latin America in 2022?

Europe largely dominates the Anholt-Ipsos Nation Brands Index (NBI), which ranks nations with the strongest country brand reputations.

Latin America has lagged behind, with Brazil as the best-placed.

This report has been carried out since 2008 and compiles the perceptions of countries worldwide, according to Ipsos, which participates in its preparation.

To make this ranking, the authors consider global perceptions of a nation’s identity based on factors such as exports, governance, culture, people, tourism, migration, and investment.

“This year’s results remind us that chaos damages countries’ reputations and stability are rewarded,” said Ipsos CEO Ben Page of this year’s results.

The report shows that Germany, with a score of 69.80, repeated for the sixth consecutive year in first place in this ranking, analyzing the reputation of the country brand of 60 markets.

With this result, “Germany now holds the record for the longest streak of consecutive first-place rankings,” according to Ipsos.

The country’s best performance was in the export, immigration, investment, and culture indexes.

Japan (69.53) is second, thanks to its scores in the export, tourism, and culture indices, while Canada (69.52) slipped to third place for its performance in governance.

It is followed by Italy (69.26), France (69.18), the United Kingdom (69.13), Switzerland (68.57), the United States (68.28), Sweden (68.10), and Australia (67.94).

The best-placed countries in Latin America are Brazil, in 27th place with a score of 59.29, and Argentina, which remained in 29th place with 58.48.

Further behind is Mexico (31st place with 57.51), Peru (38th place with 55.85), Chile (40th place with 55.70), Ecuador (52nd place with 53.25), and Colombia, which appears among the last (54th place with 52.88).

Ipsos shows that the reputation of countries such as Russia was hit in the last ranking amid the war in Ukraine.

Russia fell from 27th in 2021 to 58th in this year’s index, showing that it “has been punished for its military operation by world public opinion,” according to Ipsos.

Simon Anholt, who designed and launched this index in 2005, states that “as Russia’s image falls an unprecedented 31 places in the 2022 Country Brand Index, here is further evidence that humanity will not tolerate conflict in the 21st century.”

“A collapse of this magnitude in a country’s national standing will cripple the ability of its businesses, government, and, above all, its people to trade and engage with the international community.

“It will do so more effectively than any economic sanctions, for years, if not for generations to come,” he said.

With information from Bloomberg

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