The Anholt-GfK Roper Nation Brands Index Key results for Holland

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1 The Anholt-GfK Roper Nation Brands Index 2011 Key results for Holland

2 The Anholt-GfK Roper Nation Brands Index 2011 Key results for Holland Participants: NL Agency, Ministry of Economic Affairs, Agriculture and Innovation, Vincent Stokman Ministry of Foreign Affairs of the Netherlands, Ilse van Overveld Netherlands Board of Tourism & Conventions, Conrad van Tiggelen Author: Netherlands Board of Tourism & Conventions, Marieke Politiek Copyright March 2012 Netherlands Board of Tourism & Conventions All rights reserved. Any replication, modification, or copy of any part of this report without the prior, written consent of the Netherlands Board of Tourism & Conventions is prohibited. 2

3 Table of Contents The six dimensions of the Anholt-Gfk Roper Nation Brands Index 2011 p. 4 The survey countries p. 5 Highlights and implications p. 6 Holland s Nation Brands Index rankings 2011 p. 7 Exports p. 8 Governance p. 9 Culture p. 10 People p. 11 Tourism p. 12 Immigration and Investment p. 13 Overall reputational assessment p. 14 Press Release GfK Custom Research North America p. 15 3

4 The six dimensions of the Anholt-Gfk Roper Nation Brands Index 2011 The Anholt-GfK Roper Nation Brands Index measures the power and appeal of each country s brand image by examining six dimensions of national competence. Together, these dimensions make up the Nation Brand Hexagon. The NBI score is an average of the scores from these six indices. Exports This is what marketers call the country of origin effect whether knowing where the product is made increases or decreases people s likelihood of purchasing it, and whether a country has particular strengths in science and technology, and has creative energy. Governance This aspect incorporates perceived competency and honesty of government, respect for citizens rights and fair treatment, as well as global behavior in the areas of international peace and security, environmental protection, and world poverty reduction. Culture Cultural aspects measured are perceptions of a country s heritage, its contemporary cultural vibes from music, films, art and literature, as well as the country s excellence in sports. People The general assessment of a people s friendliness is measured by whether respondents would feel welcome when visiting the country, whether respondents want to have a close friend from that country and how willing respondents would be to hire a well-qualified person from that country. Tourism Respondents rate a country s tourism appeal in three major areas: natural beauty, historic buildings and monuments, and vibrant city life and urban attractions. Tourism potential is also asked: how likely they would be to visit a country if money is no object. Immigration and Investment A country s power to attract talent and capital is measured by whether people would consider studying, working and living in that country, by the country s economic prosperity, equal opportunity, and ultimately the perception that it is a place with a high quality of life. 4

5 The survey countries Canada Poland Sweden Germany UK Russia U.S.A. Mexico France Italy Egypt Turkey Japan South Korea China India Brazil Argentina South Africa Australia 5

6 Highlights and implications Holland remains one of the world s premier nations, ranking 12th on the 2011 NBI and owning a well-balanced reputation, with index ranks ranging from 7th (Governance) to 15th (Tourism). Holland receives its best ranks from South Korea and Turkey (both 9th), followed by Germany (10th). On the low end, Egypt and India rank the country 20 th. The country has made the most positive gains in the U.S. and Canada, since Governance is Holland s strongest Index, at 7th, featuring in the top 10 on all five questions Holland s rank per panel country (overall Holland rank: 12) South Korea 9 Mexico 11 Poland 12 South Africa 16 Turkey 9 Argentina 12 Canada 13 Russia 17 Germany 10 Brazil 12 Australia 14 Sweden 18 Italy 11 China 12 UK 14 Egypt 20 Japan 11 France 12 USA 14 India 20 making up the Index both its domestic and international behaviors, particularly environmental protection. Ranking 11th on the Immigration and Investment Index, Holland enjoys a strong and balanced image for attracting financial and human capital. The best attribute on this Index is the country s care for maintaining equality in society. The next tier of Index ranks includes Exports (12th), Culture and People (both at 13th). Holland is highly regarded for its welcoming people, creativity and quality products, and sporting excellence. Holland ranks lowest on Tourism, at 15th. Its rank is depressed by middling scores on natural beauty and historic landmarks; though Holland earns a 12th place position on overall desire to visit and 11th for its vibrant city life. Holland s favorability ranking is higher than the national average in all panel countries, with neighboring Germany the most favorable, followed by Italy and Argentina. Indians are the least favorable toward Holland, but their familiarity with the country is also low and below-all-nationaverage. 6

7 Holland s Nation Brands Index rankings 2011 With an overall Nation Brands Index score of Holland remains a premier nation, retaining its 12 th place position from Compared to 2010, the top 10 nations that lead the NBI world remain the same. A list of these countries can be found in the GfK press release on page 15. The ranking of Holland differs per subject and statements within these subjects. After this overview of ranks, the report will focus on each subject separately. Exports Rank: 12 - Science and tech: 15 - Buy products: 12 - Creative place: 12 Governance Rank: 7 - Competent and honest: 8 - Rights fairness: 7 - Peace and security: 7 - Protect environment: 6 - Reduce world poverty: 10 Culture Rank: 13 - Excels at sports: 14 - Cultural heritage: 18 - Contemporary culture: 15 People Rank: 13 - Welcoming people: 9 - Close friend: 11 - Employability: 11 Tourism Rank: 15 - Visit if money is no object: 12 - Natural beauty: 21 - Historic buildings: 18 - Vibrant city: 11 Immigration and Investment Rank: 11 - Willingness to live and work: 12 - Quality of life: 11 - Educational qualifications: 12 - Invest in business: 11 - Equal opportunity: 8 7

8 Exports Boasting Europe s largest port, Holland ranks in the top 10 in two panel countries developing economies Turkey and South Korea and top 20 in another 16. Holland receives its lowest ranks of the Index from Egypt and South Africa. It is important to note that Holland s rank in the U.S. has improved considerably. Export: Holland s rank per panel country (overall Holland rank: 12) Turkey 9 Japan 12 Canada 14 Argentina 16 South Korea 10 France 13 Mexico 14 India 18 Germany 11 USA 13 Sweden 14 Russia 18 Italy 11 Australia 14 China 15 South Africa 22 Poland 11 Brazil 14 UK 15 Egypt 24 Film and televison Oil High technology 30% 20% 10% Banking Automotive Export question ranking: Contributes to science and technology: 15 Feel good about buying products from country: 12 Creative place with cutting-edge ideas and new ways of thinking: 12 Food Fashion 0% Crafts Advertising Word association: The figure shows the products and services that are associated with Holland. Holland is most highly associated with agriculture, followed by food. A second-tier of attributes includes crafts, high technology, and banking. Agriculture 8

9 Reassuring Governance Ranking 7th, Holland has a strong and rising reputation across the world on Governance, up one rank from In addition to earning a top 10 rank on the Index, Holland ranks 10th or higher in 15 of the 20 panel countries, and in the top 17 in the remaining five. Latin American countries think particularly highly of Holland on Governance. As well, Western European countries see Holland as a beacon on Governance, all ranking it in the top 10. Developing countries South Africa, Russia, India, and Egypt provide the lowest ranks. Unstable Corrupt Reliable 30% 20% 10% 0% Dangerous Unpredictable Transparent Trustworthy Governance: Holland s rank per panel country (overall Holland rank: 7) Argentina 4 South Korea 7 Italy 9 Japan 11 Mexico 5 China 8 Poland 9 South Africa 14 Brazil 7 Turkey 8 UK 9 Russia 15 France 7 Australia 9 Sweden 10 Egypt 16 Germany 7 Canada 9 USA 10 India 17 Governance question ranking: Competently and honestly governed: 8 Respects the rights of citizens and treats them with fairness: 7 Behaves responsibly in the areas of international peace and security: 7 Behaves responsibly to protect the environment: 6 Behaves responsibly to help reduce world poverty: 10 Word association: Holland is seen as reliable, followed by trustworthy. At a noticeably lower level, the country is also seen as reassuring and transparent. Dangerous, corrupt and unstable are not associated with Holland. 9

10 Culture Holland ranks among premier countries as a cultural hot-spot. Panel rankings are clustered between 11th (Italy and Japan) and 22nd (India). Among its neighbors, Holland is given a strong rank from Italy, whereas France, Germany, the UK, and Sweden all give ranks at 15th or lower. The U.S. is most critical of Holland on Culture, although perceptions have improved among Americans since 2009 particularly on sporting excellence. Modern design Music Opera 30% 20% 10% 0% Pop Videos Circus Culture: Holland s rank per panel country (overall Holland rank: 13) Italy 11 Poland 13 Canada 16 South Africa 18 Japan 11 South Korea 13 Germany 16 Russia 20 Turkey 12 Egypt 14 UK 16 Sweden 20 Argentina 13 Mexico 14 China 17 USA 20 Brazil 13 France 15 Australia 18 India 22 Culture question ranking: This country excels at sport: 14 This country has a rich cultural heritage: 18 Interesting and exciting place for contemporary culture such as music, films, art, and literature: 15 Sports Films Street Carnival Museums Sculpture Word association: Holland is associated with a wide range of cultural activities. Home to the Rijksmuseum and the Van Gogh Museum, Holland is not surprisingly most often associated with museums. Holland is also associated with sports, modern design, and sculpture though it does not own any of these attributes. 10

11 People Holland s People rank is identical to its rank on the Culture Index (13th), and unchanged from This is an area where Holland has room to grow. Nine panel countries rank Holland in the top 10, and all but Egypt rank it in the top two tiers. However, opinions in Egypt are moving in the right direction, up from 2009 (28th), while Poles have decreased their opinions of Dutch people since In addition Chinese opinions of Holland on this dimension have increased significantly, now placing Holland in the top 10. Aggressive Rich Honest 30% 20% 10% Hard-working Lazy People: Holland s rank per panel country (overall Holland rank: 13) Italy 7 Mexico 9 France 11 South Africa 16 South Korea 7 Australia 10 Turkey 12 Poland 17 Canada 8 China 10 Japan 13 Russia 17 UK 8 Germany 10 USA 13 India 18 Brazil 9 Argentina 11 Sweden 14 Egypt 21 People question ranking: People would make you feel welcome: 9 Like to have a person from this country as a close friend: 11 Willing to employ a well-qualified person from this country: 11 Tolerant Fun 0% Skillful Unreliable Ignorant Word association: Nearly three in 10 panelists think of the Dutch as being hardworking, and a quarter skillful and honest. Holland s traditional image for being lenient, both in policy and culture, still comes through with notable associations for tolerant and fun. Dutch are hardly associated with any negative traits, with a markedly low association with aggressive. 11

12 Tourism At 15th, and with zero top 10 ranks, Holland s Tourism Index presents its strongest challenge of all indices though it has improved two ranks since Of particular note, Holland receives its most complimentary Tourism ranks from distant nations: China and South Korea offer Holland its highest rank, followed by Turkey, Argentina, Canada, and Japan. In contrast, Holland receives its two lowest ranks from Sweden and neighbor Germany, two countries particularly critical of Holland s natural beauty. Opinions of Holland s tourist offerings are higher across the channel, with a 14th place position in the UK (as well as in Italy). Spiritual Relaxing Romantic 30% 20% 10% Depressing Exciting Tourism: Holland s rank per panel country (overall Holland rank: 15) China 11 Japan 13 Australia 15 France 22 South Korea 11 Italy 14 Brazil 15 India 22 Turkey 12 Mexico 14 Egypt 17 Russia 22 Argentina 13 UK 14 South Africa 17 Germany 23 Canada 13 USA 14 Poland 20 Sweden 27 People question ranking: Strongly like to visit if money was no object: 12 This country is rich in natural beauty: 21 This country is rich in historic buildings and monuments: 18 This country has a vibrant city life and urban attractions: 11 Stressful Educational 0% Boring Fascinating Word association: Holland is seen most as fascinating, exciting, and educational. A second tier of Holland s descriptors includes relaxing, and romantic, and the country is hardly stressful or risky. Risky 12

13 Stagnant Immigration and Investment Holland ranks 11th on Immigration and Investment, unchanged from Holland is universally well-regarded on this Index, with ranks tightly bunched from 9th in Poland to 17th in India and South Africa. Developing economies lead the way in being Holland s strong raters including Poland, Mexico, and Turkey, along with powerhouse Germany. Other Western European countries place Holland no worse than 15th. Since 2009, Holland has improved the most in the U.S., thanks to an improved rank on the education dimension; in contrast, the Argentinians have much less appetite for investing in Holland, and this drags down the overall rank this year. Isolated Backward 30% 20% 10% 0% Developing Forward- Thinking Immigration and Investment: Holland s rank per panel country (overall Holland rank: 11) Poland 9 France 11 UK 12 Sweden 15 Germany 10 South Korea 11 Australia 13 Egypt 16 Mexico 10 Argentina 12 Brazil 13 Russia 16 Turkey 10 China 12 Italy 13 India 17 Canada 11 Japan 12 USA 14 South Africa 17 People question ranking: Willing to live and work for a substantial period in this country: 12 High quality of life: 11 Good place to study for educational qualifications: 12 Has businesses I d like to invest in: 11 Cares about equality in society: 8 Declining Modern Ambitious Word association: Holland is seen as modern, forward-thinking, and not at all backward or isolated characteristics commonly associated with globally oriented free markets. Mired in euro-zone financial crisis, Holland is somewhat perceived as stagnant. Roughly one-in-10 sees the country as developing. 13

14 Overall reputational assessment With a 12th place rank out of 50 nations, Holland is regarded highly in virtually every aspect by the connected citizens of the world. The 2011 Nation Brand Hexagon diagram shows the elements that comprise Holland s successful and well-balanced image, with at least a 15th place rating on every dimension. Perception that Holland is run by a government that acts responsibly on issues both at home and abroad stands out as a top strength. Holland is a top destination for talent and investment, particularly because it is seen as providing equal opportunities in society. Holland has a successful and well-balanced image. While people believe Holland is a creative place producing good products, its reputation on science and technology is slightly less known. Dutch Culture and People are strong assets, with the Dutch standing out as welcoming people, desirable workers and friends. While still an appealing tourist destination to global citizens, particularly due to its vibrant city life, Holland ranks lowest on Tourism, dragged down by weaker perceptions of historic landmarks and natural beauty. 14

15 Press Release GfK Custom Research North America October 12, 2011 AMERICA REMAINS THE MOST ADMIRED COUNTRY GLOBALLY IN THE 2011 ANHOLT-GFK ROPER NATION BRANDS INDEXSM Tumultuous political climate across Europe raises U.S. governance ranking Japan s residents pessimistic about the country s influence on global trade NEW YORK, October 12, The United States continues to lead the world in global image, according to GfK Roper Public Affairs & Corporate Communications, a division of GfK Custom Research North America, and leading policy advisor Simon Anholt. Results from the 2011 Anholt-GfK Roper Nation Brands IndexSM (NBI), which measures the global image of 50 countries, shows the United States holding the top spot for the third year in a row as the nation with the best overall reputation. Among the top 10 countries, the United Kingdom has overtaken France for third place and Australia has passed Switzerland to place eighth. The United States score lead over second place Germany has widened compared to last year. The strengths of America s international standing continue to be innovation, opportunities and vibrancy. While the country still does not make the top 10 list for the way it governs domestically and behaves globally, it has made significant improvements in the area of governance, said Simon Anholt, NBI founder and an independent advisor to over forty heads of state and heads of government around the world. The tumultuous political and economic climate across Europe has actually benefited the U.S. in that respect, and raised the country s governance ranking over Spain, Italy and Ireland. The 2011 NBI survey was conducted from July 6th to July 25th in 20 major developed and developing countries that play important and diverse roles in international relations, trade, and the flow of business, cultural and tourism activities. The survey results are based on ratings of 50 nations by 20,337 respondents on questions in six categories: Exports, Governance, Culture, People, Tourism and Immigration/Investment. The overall NBI ranking is based on the average of these six scores. 15

16 Press Release GfK Custom Research North America October 12, 2011 The upper echelons of the NBI are still populated by Western market economies. Brazil the highest ranked developing nation is only ranked 20th among 50 nations. The reputation world order is shifting. Among other things, the digital generation is affecting the momentum and trends, said Xiaoyan Zhao, senior vice president and director of the NBI study at GfK. We see that the reputation haves of our study have considerably less strength in the eyes of the digital generation. The future belongs to those who deliver for and bond with the younger generation. This year s NBI study has seen significant developments from many parts of the world. Egypt, undergoing economic and political stabilization, has dropped six positions to 33rd, making it one of the only two with a one-year dramatic change in position over the past four years. South Korea has been making steady gains, moving up to 27th this year from a rank of 30th in 2010 and 33rd in Cuba, while still ranking in the 40s, has recorded one of the two largest score gains this year, passing Saudi Arabia to hold 44th place. The study also asked respondents if a country s influence on world trade and economics will grow stronger or weaker in the next 10 years. China, Japan, Germany, the United States and Canada are the top five growing influences. There are remarkably different opinions across survey countries, however, about both the influence, as well as the positive impact of the influence, on one s own country, said Xiaoyan Zhao, For example, Japanese respondents rank Japan last in terms of growing influence, in stark contrast to global citizens ranking of 2nd for the home of Toyota, Sony and Nintendo, a gloomy national mood reflecting years of domestic economic malaise. Globally, Germany ranks first for positive influence on respondents own country. 16

17 Press Release GfK Custom Research North America October 12, 2011 Anholt-GfK Roper Nation Brands IndexSM Overall Brand Ranking (Top 10 of 50 Nations) United States United States 2 Germany Germany 3 United Kingdom France 4 France United Kingdom 5 Japan Japan 6 Canada Canada 7 Italy Italy 8 Australia Switzerland 9 Switzerland Australia 10 Sweden Sweden 17

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