Poll: Japan World’s 5th Most Admired Country

A GfK Roper Nation Brand Ranking released a few days ago showed that Japan was the 5th most admired country in the world in 2009. This according to a poll of 20,000 people in rich and developing nations around the world. This is the same position that Japan held in 2008. My home country of Australia is also in the top 10, in 9th place both years, while the US has been the big mover since last year, leaping from 7th in 2008 to 1st place this year.

According to the GfK Roper website linked above the Nation Brand Index 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.

The United States’ major leap to the top of the list is considered to be largely due to the image created by the election of Barack Obama. According to Simon Anholt, who created the index, this is an unprecedented change in reputation over such a short period of time. In addition to a big rise from the United States, China also made large gains, rising to 22nd place, a rise that is seen as being a result of the Olympics.

I must say that I am not generally swayed very much by polls like this. I do find them interesting (which is why I have posted it). But as the name of the ranking says, it is a only survey of image and brand. Certainly image and brand are as important for a country wanting to trade and extend their influence in the world as it is for a company wishing to do the same. But, as with the quick change in image that the US has enjoyed will show, image can be a very fickle thing. I much prefer to look at the principles, policies and foundations upon which countries and cultures are built when I think about the countries that I most admire. Having said that, while the order would certainly be different, my list of most admired countries wouldn’t be far different from that below…

The Nation Brand Index Top 10 for 2009:

1. United States

2. France

3. Germany

4. United Kingdom

5. Japan

6. Italy

7. Canada

8. Switzerland

9. Australia

10. Spain, Sweden

Related posts:

1. Millions of Tons of Aussie LNG Headed to Japan

Tags: Admired Countries, Australia, Nation Brand Ranking, Polls