UK holds off competition to stay fourth most admired country

The UK has retained its place as the fourth most admired country in the annual Nation Brand Index (NBI).

The UK has also held on to its fifth position as a desirable tourism destination.

The Anholt-GfK Roper NBI lists 50 countries and the survey is based on interviews with 20,000 adults worldwide. It is designed to measure the perception of each nation as if it were a commercial brand.

The United States holds its position as best overall brand, after taking the top slot last year after Barack Obama was elected president. Germany is second and France third.

The UK is ranked seventh for having a rich cultural heritage and but is weak in being rich in natural beauty, rising one place to 23rd. The ranking for “offering a warm welcome” is 13 and tourist body VisitBritain is hoping to improve this ahead of the 2012 Olympic and Paralympic Games.

Marketing Week columnist Mark Ritson has taken issue with the notion of the NBI and recently said: “Countries are not brands. They are countries. Brand strategy should be reserved for brands.”

Chief executive of tourist body VisitBritain, Sandie Dawe, says: “It is clear that we are retaining our appeal in an increasingly competitive world market. With more governments recognising tourism as a driver of growth and ramping up their international marketing it is striking that our ratings are remaining steady.”


DM PR needs to be more sustained

Russell Parsons

“When the legend becomes fact, print the legend” the newspaper editor says to his young charge in The Man Who Shot Liberty Valance, a line that could be used to explain reporting of direct mail’s environmental impact. Direct or “junk” mail is often held up as one of the single biggest contributors to ever growing […]

Jessica Ennis to front Powerade Zero campaign

Rosie Baker

Coca-Cola is to launch the new zero calorie Powerade drink with a marketing campaign fronted by athlete Jessica Ennis. World and European Heptathlon Champion Ennis will be the face of Powerade Zero and front an integrated advertising campaign including television, outdoor and digital activity after signing to the brand in May. Coca-Cola claims that Powerade […]


    Leave a comment