GfK to Expand Anholt's Nation Brand Index

In the US, GfK Roper Public Affairs and Media has partnered with independent government advisor and author Simon Anholt to expand his annual Nation Brands Index (NBI); which provides an analytical ranking of the world's nation brands.

The quarterly worldwide poll, now known as the Anholt-GfK Roper Nation Brands Index, is to grow from 35 to 50 countries under the current deal.

Each nation's brand image is measured by analyzing feedback on:

• Exports - the public's image of products from each country
• Governance - public opinion regarding level of national government competency and fairness
• Culture and Heritage - global perceptions of each nation's heritage and appreciation for its culture
• People -a country's reputation for openness and friendliness as well as hostility and discrimination
• Tourism - level of interest in visiting a country and the draw of popular tourist attractions
• Investment and Immigration - the power to attract people to live, work or study in each country.

'To build and sustain a positive national image, government officials, business executives and citizens alike must first understand how their country is viewed,' explains Barry Feinberg, Group MD of GfK Roper Public Affairs & Media. 'Our hope is that nations will look to this index to gain insight in their path towards more positive perceptions and the benefits that come from that.'

Anholt - who works as an independent advisor to around 20 other national, regional and city governments on brand strategy and public diplomacy - originally developed the concept of the NBI in 2005 (www.mrweb.com/drno/news4382.htm ).

As part of their collaboration, GfK and Anholt are also expanding the City Brands Index, for which fieldwork will be conducted in late 2008.

GfK Roper Public Affairs & Media is the division of GfK Custom Research North America specialising in public opinion polling, media and communications research, and corporate reputation measurement.

The partners are online at www.gfkamerica.com and www.simonanholt.com .