Canada ranks 3rd of 50 countries for top ‘nation brand’: Ipsos

Canada has been discovered to have the third-best “country logo,” in keeping with a newly launched survey.

The 2020 Anholt-Ipsos Country Manufacturers Index (NBI) discovered that for a 2d consecutive 12 months, Canada ranked 1/3 out of 50 international locations.

This 12 months, Canada positioned in the back of each Germany and the UK.

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The NBI is a complete learn about that evaluates the perceptions of 50 countries from respondents in 20 international locations.

“Every respondent charges numerous other countries on their perceptions of that nation,” Jason McGrath Senior Vice President of Ipsos U.S. defined.

Respondents fee the international locations according to their perceptions of six other classes or “dimensions.”

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“They fee international locations according to perceptions of exports, perceptions of governance, perceptions of tradition of other people, of tourism and immigration and funding,” McGrath mentioned.

“Inside of every of the ones dimensions we fee numerous other variables, other attributes.”


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An index is created for every measurement, and the ones effects are then used to create an total NBI ranking.

The international locations are then ranked according to those ratings.

This 12 months, Canada ranked first in 3 dimensions: governance, other people and immigration and funding.

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McGrath mentioned he used to be no longer stunned to look Canada ranked so extremely, including that the rustic has all the time been “perceived rather strongly” within the NBI.

“(Canada) plays extraordinarily smartly and it plays rather constantly with what we’ve observed in previous years, even though this 12 months we do see somewhat extra of a shakeup in our scores,” he mentioned.

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Canada additionally ranked 5th within the exports measurement, and some of the best 10 in each tourism and tradition.

McGrath mentioned those “relative weaknesses” seem as a result of respondents are requested numerous other questions about every subject.

He pointed to tourism for example, pronouncing respondents expressed a powerful need to discuss with Canada.


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On the other hand, the rustic ranked low on perceptions of its ancient constructions.

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“There’s a belief there’s much less historical past to view, much less to look,” McGrath mentioned.

Total, despite the fact that, he mentioned whilst Canada has some weaknesses, “there aren’t many.”

U.S. falls 4 spots

In the meantime, the USA dropped 4 spots in this 12 months’s NBI, slipping from 6th position to 10th.

In keeping with McGrath, the rustic has been slowly trending downward during the last 8 years.

He mentioned respondent’s perceptions of the U.S. executive is the “important motive force” of the decline.

“We’ve observed that being one of the crucial U.S.’s relative vulnerable issues over those previous few years, and that continues to boost up this 12 months,” he mentioned.

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On the other hand, McGrath mentioned the U.S. has been perceived as “quite vulnerable” in different spaces during the last a number of years, too.

Perceptions of high quality of existence in the USA declined during the last few years,” he mentioned. “It went from fourth in 2015, right down to 9th in 2019.

However, McGrath mentioned some of the important decreases used to be on respondent’s belief of equality in society within the U.S.

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“It’s all the time been a reputational weak spot for the USA,” he mentioned. “However again in 2012, the USA ranked 10th on equality in society. In 2019, [the U.S.] dropped right down to 20th at that time.”


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McGrath mentioned whilst it used to be on decline all the way through the Obama management, it has “taken a sharper drop” prior to now few years.

Whilst there are a variety of various components which ended in the U.S. shedding 4 spots, McGrath mentioned an important contributor is how the rustic has treated the radical coronavirus pandemic.

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“What we discovered used to be perceptions of the USA in relation to how favorable other people view international locations according to their dealing with of well being crises had been rather damaging for the USA,” he mentioned.

The U.S. having dropped 4 spots, and France falling 3 has spread out area for different international locations to go into into the highest ten, McGrath mentioned.

China sees ‘important’ drop

China noticed essentially the most dramatic drop in rankings, falling from 23rd position to 35th.

McGrath mentioned it’s the “most vital shift” within the NBI, including that there’s typically “rather somewhat of balance” within the scores.

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And that’s a outcome in their score declining throughout more than one classes this 12 months, in particular on perceptions of governance, perceptions of its other people, perceptions of tourism and perceptions of its immigration and funding,” he defined.

He mentioned a few of that is most likely associated with the COVID-19 pandemic in addition to world business conflicts.

METHODOLOGY: For the Anholt-Ipsos Country Manufacturers Index (NBI), 20,zero19 interviews had been performed on-line between July 7 and August 31 2020 in 20 panel international locations with adults elderly 18 and over. The knowledge used to be weighted to replicate key demographic traits together with age, gender, and schooling of the 2019 on-line inhabitants within the international locations. Race and ethnicity has additionally been used for pattern balancing within the U.S., United Kingdom, South Africa, India and Brazil.




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