The Anholt Nation Brands Index® (NBI) provides an annual snapshot of global perceptions of 50 nations, capturing how citizens worldwide view and rank their own and other countries.
In this article, we explore key highlights from the 2024 edition, including shifts in national self-esteem and the top-performing countries.
Key Highlights
Since 2023, the rankings of the top 30 countries have remained largely stable, with most maintaining their position or shifting by only two or three places. The only major change is the Czech Republic, previously 30th, which has dropped out of the top 30, making way for Taiwan at 29th.
Japan and Germany lead as the most admired countries, holding the top two spots for the second consecutive year. The NBI highlights that Japan is the only non-Western country ever to secure a top-20 position. Italy and Switzerland manage to take third and fourth position, pushing Canada out of third, which it has maintained since 2022.
20 of the top 30 countries are from Europe, the majority are from Western Europe, while six countries represent the Asia-Pacific region. In the Americas, the United States (7th) and Canada (6th) lead while Brazil (27th) and Argentina (30th) are the only South American countries present in the top 30.
Türkiye is noted as the country with the most self-doubt, ranking itself 13th, despite previously ranking itself 3rd in 2023. This suggests a decline in national confidence. India, in contrast, ranks itself first on nearly all metrics, reflecting a high level of national pride.
Argentina and Mexico place their own countries 3rd and 4th, respectively, while also ranking Japan first. Similarly, Americans rank their country first overall but recognize Switzerland and Australia as superior in governance.
The Top 10 Nation Brands in 2024
| Rank | Country |
| 1 | Japan |
| 2 | Germany |
| 3 | Italy |
| 4 | Switzerland |
| 5 | United Kingdom |
| 6 | Canada |
| 7 | United States |
| 8 | Sweden |
| 9 | Australia |
| 10 | France |
Biggest Movers and Shakers
| Country | Change in Rank | New Rank |
| Switzerland | +3 | 4 |
| Taiwan | +3 | 29 |
| Italy | +2 | 3 |
| Sweden | +2 | 8 |
| France | -2 | 10 |
| Portugal | -2 | 22 |
| Canada | -3 | 6 |
Despite being in the top 10, France and Canada both saw minor declines, indicating reduced confidence. Meanwhile, Switzerland and Italy rose to rank fourth and third respectively, solidifying their global brands. Meanwhile, although Portugal only fell two positions, its lower rank means the country should act strategically to improve its brand image and prevent further decline. Taiwan stands out, due to its three position rise which secured it a position in the top 30.
Methodology
The Anholt-Ipsos Nation Brands Index® polls 40,000 people across 20 countries annually to monitor international profiles using a 30-plus questionnaire. The poll gathers insights about 50 countries based on global perceptions of six aspects of a nation’s identity: exports, governance, culture, people, tourism, and investment potential. These dimensions make up the Nation Brand Hexagon® which measures the power and appeal of each country’s “brand image” allowing the NBI to form its ranking.
The NBI bases its ranking on Key Driver Analysis (KDA), a statistical method that identifies and quantifies the derived importance of various factors (‘potential drivers’) on key outcomes (‘outcome metrics’). Outcome metrics, such as overall satisfaction or likelihood of a positive recommendation, measure perceptions of a country’s brand. Potential drivers, such as governance or culture ratings, are analysed to determine their influence on these outcomes.
Conclusion
Throughout the world, nation branding offices and policymakers are working on strategies to strengthen their international appeal. Addressing disparities in confidence and performance, as seen in Türkiye’s declining self-perception and India’s high self-confidence, remains a key priority.
Meanwhile, top-ranked nations such as Japan, Germany, Italy, and Switzerland highlight the importance of strong governance, cultural influence, and investment appeal in shaping national reputations. The Anholt-Ipsos Nation Brands Index® 2024 reminds us that a country’s reputation depends not only on its policies and people but also on how effectively it communicates its identity to the world.
Want more? Explore our Country Observatory for insights on the economic performance, sustainability, and brand strength of countries worldwide.
