Survey: Canada is Third in Top “Nation Brand” Ranking

The 2020 Anholt-Ipsos Nation Brands Index has ranked Canada the third-best in top nation brand out of 50 countries.

The survey is about the perception of nations’ reputations based on six different categories – perceptions of exports, perceptions of governance, perceptions of the culture of people, perceptions of tourism and immigration and investment.


Amongst these six categories, Canada is first in governance, people and immigration and investment. Canada is in third place for the second consecutive year.


Credit: Anholt-Ipsos Nation Brands Index 2020

Germany has snagged the number 1 spot out of 50 nations. This is the sixth time Germany tops the NBI list. Germany was the highest-ranked NBI nation in 2008, 2014, 2017, 2018, 2019, and 2020.

The United States which held NBI’s top spot in 2009-2013, 2015, and 2016 has dropped four positions from sixth place in 2019 to 10th place in 2020.

The 50 nations measured by the survey:

North America: Canada, the United States

Western Europe: Austria, Belgium, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Northern Ireland, Norway, Scotland, Spain, Sweden, Switzerland, the United Kingdom, Wales

Central/Eastern Europe: Czech Republic, Hungary, Poland, Russia, Turkey, Ukraine

Asia-Pacific: Australia, China, India, Indonesia, Japan, New Zealand, Singapore, South Korea, Taiwan, Thailand

Latin America: Argentina, Brazil, Chile, Colombia, Mexico, Panama, Peru

Middle East/Africa: Botswana, Egypt, Kenya, Nigeria, Qatar, Saudi Arabia, South Africa, United Arab Emirates.

As per Ipsos, for the Anholt-Ipsos Nation Brands Index (NBI), they conducted 20,019 interviews online in 20 panel countries with adults aged 18 or over. Data was then weighted to reflect key demographic characteristics including age, gender, and education of the 2019 online population in that country. Additionally, race/ethnicity has been used for sample balancing in the U.S., UK, South Africa, India, and Brazil. Fieldwork was conducted from July 7th through August 31st, 2020.


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