Brand Canada – already #2

Tourism Canada may feel the Canada Brand could work harder for our tourism, but we seem to be doing well according to world popular views. The Anholt-GMI Nation Brands Index is an analytical ranking of 25 of the world’s nation brands. The group’s second quarterly report surveyed 10,000 people on their perceptions of a country’s cultural, political and tourist appeal, as well as investment potential. Consumers in the United States, Britain, India, Germany, South Korea, Canada, France, Japan, Denmark and China were polled.

The report placed Canada just behind Australia in terms of brand power. It was the second choice among countries for investment, immigration, people and governance, and third in the tourism category. The top 12 were as follows:

  1. Australia
  2. Canada
  3. Switzerland
  4. United Kingdom
  5. Sweden
  6. Italy
  7. Germany
  8. The Netherlands
  9. France
  10. New Zealand
  11. United States
  12. Spain

Simon Anholt, co-author of the NBI said, “With a stable, liberal and democratic government and a healthcare system envied by its neighbors — justified or not — Canada is clearly a strong brand that goes beyond the borders of its hemisphere.”

The detailed report card for Canada had the following Global Rankings

a. Investment & Immigration Overall 2
— Live & Work 2
— Expand Business 3
b. Tourism 3
c. People 2
— Hiring 3
d. Cultural & Heritage Overall 18
— Popular Culture 14
— Cultural Heritage 20
e. Governance 2
f. Exports
— Brands/Products 11

So it looks as though world perceptions of Canada are in general pretty good. We’ve just got to work on that culture a bit.

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