2022年国家品牌指数

TheAnholt-Ipsos Brands Nation —— November2022 IndexSM ©Ipsos served.ContainsIpsos'ConfidentialandProprietaryinformation orreproducedwithoutthepriorwrittenconsentofIpsos. ©2022Ipsos.Allrightsreandmaynotbedisclosed TableofContents TopicPage Introduction 3 NBI2022Findings 8 DesiretoVisitKeyDriverAnalysis 13 DesiretoInvestKeyDriverAnalysis 18 Summary 23 Appendix 26 2‒©Ipsos ©Ipsos Introduction Anholt-IpsosNationBrandsIndexSM IntroductiontoNBI TheNBIsurveyisconductedin20majoradvancedandemergingeconomiesthatplayimportantanddiverserolesininternationalrelationsandtrade,aswellasintheflowofbusiness,culture,andtouristactivities.Giventheincreasinglyimportantglobalroleplayedbydevelopingcountries,thesurvey’srecruitmentprocessensuresbalancedregionalrepresentationaswellasbalancebetweenhigh-andmiddle-incomecountries. Respondentswereadultsaged18andover,eachinterviewedviaonlinesurvey.Usingthemostup-to-dateonlinepopulationparameters,theachievedsampleineachcountrywasweightedtoreflectthekeydemographiccharacteristicsincludingageandgender.Thisreportreflectstheviewsandopinionsofonlinepopulationsinthese20countries. Thecore20panelcountries: WesternEurope/NorthAmerica TheU.S.,Canada,theUK,Germany,France,Italy,Sweden CentralandEasternEurope Russia,Poland,Turkey Asia-Pacific Japan,China,India,SouthKorea,Australia LatinAmerica Argentina,Brazil,Mexico MiddleEast/Africa SaudiArabia*,SouthAfrica *In2021,EgyptwasreplacedwithSaudiArabiaasapanelcountry IntroductiontoNBI NorthAmerica TheU.S.,Canada WesternEurope TheUK,Germany,France,Italy,Spain,Ireland,Scotland,Sweden,Netherlands,Switzerland,Finland,Austria,Greece,Belgium,NorthernIreland,Norway,Iceland,Wales Central/EasternEurope Russia,Poland,CzechRepublic,Hungary,Turkey,Ukraine,Latvia,Slovakia,Serbia NBImeasurestheglobalperceptionforeachof60nations*.Ineachpanelcountry,any10ofthe60nationswererandomlyassignedtorespondents,eachofwhomratedeachnation.Thisresultedinapproximately500ratingsforeachnationperpanelcountry. Theselectionof60nationsforthislistisbasedonthepoliticalandeconomicimportanceofthenationsinglobalgeopoliticsandintheflowoftrade,business,andtourismactivities.Regionalrepresentationand,tosomeextent,thediversityofpoliticalandeconomicsystemsweretakenintoconsiderationtomakethestudytrulyrepresentativeofglobalperceptions.NBIsubscriptionmembers’interestsarealsoreflectedintheselectionofthecountries.The2022listof60nationsisasfollows,listedbyregion: LatinAmerica&theCaribbean Argentina,Brazil,Mexico,Chile,Peru,Colombia,Ecuador,DominicanRepublic,Panama MiddleEast/Africa UnitedArabEmirates,Egypt,SaudiArabia,SouthAfrica,Kenya,Qatar,Palestine,Israel,Morocco,Tanzania,Botswana Asia-Pacific Japan,SouthKorea,China,India,Thailand,Indonesia,Singapore,Taiwan,Australia,NewZealand,Vietnam Exports Thisaspectexamineswhetherknowingwhereaproductismadeincreasesordecreasesthelikelihoodofitbeingpurchased(alsoknownasthe“countryoforigineffect”),whetheracountryhasparticularstrengthsinscienceandtechnology,andwhetheritisconsideredtobeinnovativeinnationalandglobalpursuits.Additionally,perceivedassociationsofthecountrywithparticularindustriescontributetoitsperceivedimageinthiscategory. Governance Thisaspectincorporatestheperceivedcompetencyandhonestyofgovernmentanditstreatmentofcitizensandrespectfortheirrights,aswellasglobalbehaviorintheareasofinternationalpeaceandsecurity,environmentalprotection,andthereductionofworldpoverty.Respondentsalsoselectoneadjectivefromaprovidedlistthatbestdescribestheirperceptionofthegovernmentofeachcountry. Culture Culturalaspectsaremeasuredbygatheringperceptionsofacountry’sheritageanditscontemporarycultural“vibes”accruedfrommusic,films,art,andliterature,aswellasitsperceivedexcellenceinsports.Respondents’perceptionsofthevariousculturalactivitieshelpformaglobalimageofanygivencountry’scultural“product.” People Thegeneralassessmentofanation’sfriendlinessismeasuredbywhetherrespondentswouldfeelwelcomewhenvisitingthecountry.Additionally,wemeasuretheappealofthepeopleonapersonallevel–whetherrespondentswouldwanttohaveaclosefriendfromthatcountry–aswellashumanresourcesonaprofessionallevel:Thatis,howwillingrespondentswouldbetohireawell-qualifiedpersonfromthatcountry.Respondentsarealsoaskedtoselectadjectivesoutofalisttodescribethepredominantimpressionstheyhaveofthepeopleineachcountry. Tourism Respondentsrateacountry’stourismappealinthreemajorareas:Naturalbeauty,historicbuildingsandmonuments,andvibrancyofurbanlifeandattractions.Tourismpotentialisalsorated:Howlikelyarespondentwouldbetovisitacountryifmoneywerenotanobject,andwhetherthelikelyexperiencewouldberepresentedbyadjectivessuchasromantic,stressfulorspiritual. Immigration&Investment Lastly,acountry’spowertoattracttalentandcapitalismeasurednotonlybywhetherpeoplewouldconsiderstudying,working,orlivinginthatcountry,butalsobyperceptionsofthecountry’seconomicprosperity,equalityofopportunity,andultimatelywhetheritisperceivedtobeaplacewithahighqualityoflife.Perceptionsofthecountry’seconomicandbusinessconditions–whetherstagnant,declining,develo