The Anholt Nation Brands Index®
In 2005, Simon Anholt launched the Nation Brands Index®, the first systematic study of country images. The NBI now incorporates nearly one billion datapoints of world-class research data, updated annually.
Each year since 2005, we have polled a sample representing more than 70% of the world’s population (and over 80% of its economy) on its perceptions of 50 countries. The study includes more than 40 detailed questions and demographic indicators which enable us to map tightly defined global population segments to their perceptions of each facet of each country.
Because the Anholt Nation Brands Index® is funded by its subscribers, we don’t publish the results in the public domain, but we are always happy to provide selected data to scholars, government officials, journalists, international organisations and others with a legitimate interest in the topic.
Anholt’s rigorous methodology and penetrating analysis convinced even the greatest skeptics that his approach was the right one. His creative flair and compelling persuasiveness both delighted and inspired many of the people he worked with. It was a rare privilege and pleasure to work with Simon Anholt, and I would recommend Anholt & Co. to anyone committed to the long term interests and welfare of their country.”
Director, Latvian lnstitute
The Anholt Nation Brands Index®
In 2024, Anholt & Co. took over the management of the Anholt Nation Brands Index® after sixteen years in partnership with global research firms. This new combination ensures that the most authoritative measurement of country images is rooted in the most authoritative experience of the real-world political and economic implications of those images.
More than 50 countries have subscribed to the Anholt Nation Brands Index®, several of which have used it for many years as a component of their official national statistical reporting.
