Nigeria Country Performance, Nation Brand Value and Reputation

Nigeria: How does Africa’s second largest economy perform in global rankings that study public diplomacy and soft power strength, environmental sustainability and economic development? How does Nigeria’s booming economy influence its international reputation? For a more in-depth understanding of Nigeria’s positioning on the global stage, we can examine data from TPBO partners and other reputable institutions.

Let’s take a closer look at:

  • Nigeria’s soft power and brand strength
  • Its appeal to skilled labor, investors and visitors
  • The country’s global contribution to peace and wellbeing
  • How well it fares in terms of happiness and sustainability

Nigeria’s appeal to digital nomads, business, trade and travel 

What is the global perception of Nigeria as a destination for living, conducting business, and tourism?

As per the UNCTAD World Investment Report 2023, Nigeria does not rank amongst the top 20 economies for inflows or outflows. However it does detail that Nigeria’s inflows turned negative, to -$187 million, due to equity divestments. Although, there has been an increased value of announced greenfield projects by 24 per cent. In the African region, Nigeria ranks fourth as a renewable energy host. 

The Bloom Consulting biannual Country Brand Ranking Trade Edition 2022-2023 assesses investment-related variables, emphasizing perceptions of a country’s trade-specific brand and evaluating branding performance. Regionally, Nigeria ranks first  becoming  the new star of the African region as it surpassed South Africa. This increase is due to Nigeria’s consistent performance whilst South Africa’s performance declined this past year. Globally South Africa secured the 36th position. 

In addition, the Bloom Consulting Country Brand Ranking Tourism Edition 2022-2023 places Nigeria at the 103rd global position. Regionally, Nigeria climbed five positions, currently placing in 10th. This jump is attributed to its social media and online performance for the first time. However, the country experienced a drop in tourism receipts, with a decrease in its CBS Rating © and D2- Digital Demand©.

Nigeria’s soft power

How does Nigeria compare in terms of reputation and brand value globally? 

In the Global Soft Power Index 2023 by Brand Finance, Nigeria secures the 93rd spot, sitting above Bosnia And Herzegovina (94th) and Sudan (95th). Nigeria experienced a drop of twenty-four positions from 2022, although its score increased by 3.4%.

Peace and happiness in Nigeria

The Global Peace Index 2023 ranks Nigeria 144th, dropping 3 positions. Nigeria sits behind Chad (142nd) and Israel (143rd). Nigeria falls under the low sector of the ‘State of Peace’ spectrum as defined by the Institute for Economics & Peace. South Africa positioned 37th out of 44 countries regionally amongst the fellow Sub-Saharan African countries, led by Mauritius and Botswana.

The Institute for Economics & Peace similarly ranks Nigeria within the highest impact (brown) zone in terms of ‘Impact of Terrorism’ in the 2022 Global Terrorism Index. Nigeria ranks 8th, in between Iraq (7th) and Myanmar (9th). 

Meanwhile, the World Happiness Report 2023 which displays the Ranking of Happiness based on a three-year-average 2020–2022 ranks Nigeria 95th (although there was no data from 2022 surveys for the country).

Nigeria’s environmental performance

What is Nigeria’s contribution to environmental sustainability?

The 2022 edition of the Environmental Performance Index (EPI) ranks Nigeria 162nd, tying with Nepal and below China and Morocco who tied for the 160th position . The EPI analyzes the performance of 180 countries, scoring and ranking these countries on their environmental performance using the most recent year of data available as well as providing calculable changes in scores over the previous decade. Nigeria has experienced a change in score of negative 6.10.

Nigeria a “Good Country”?

In the Caf World Giving Index 2023, Nigeria secured the 9th position, a jump of five positions since last year’s index. Notably, Nigeria performs admirably in the subfactor of helping a stranger, ranking 4th globally, with 79% of its adult population partaking in this activity.

In the Good Country Index, Nigeria currently holds the 140th position overall, with notable subfactors as follows: Science & Technology (129th), Culture (160th), International Peace & Security (79th), World Order (80th), Planet & Climate (89th), Prosperity & Equality (152nd), and Health & Wellbeing (126th). It’s worth mentioning that in 2022, Nigeria was ranked 126th, and in 2021, it held the 135th position. While the country has experienced a notable decline since the 2022 ranking, there has been a significant increase in the International Peace and Security factor.

According to the Economist Intelligence Unit (EIU) Democracy Index 2023, Nigeria ranked in the light orange (4-5) range with a 4.23  out of 10. This is higher than Alegria and Niger who scored a 3.66 and a 3.73  but lower than Senegal and Kenya who scored 5.72 and 5.05.

The 2022 Corruption Perception Index, ranks Nigeria 150th with a score of 24/100, tying with Afghanistan, Cambodia, Central African Republic, Guatemala, Lebanon, and Tajikistan. Nigeria’s score has remained the same since 2021.

The Sustainable Development Report 2023 ranks Nigeria in 146th position, it highlights that the country has reached SDG achievement level for the Responsible Consumption and Production goal. Although Nigeria continues to face some major and significant challenges to achieve this status in the other goals.

Talent attraction and competitiveness 

What are the conditions for talent attraction and retention in Nigeria?

The World Economic Forum Global Competitiveness Index 2019 edition placedNigeria at the 116th position among 141 countries. However, it’s important to note that an updated version of this report hasn’t been released in the past 5 years, and rankings may have shifted since then.

Nigeria, classified as a lower-middle income country within the Sub-Saharan African regional group, currently holds the 114th position in the Global Talent Competitiveness Index 2023. Nigeria performs best in the GK Skills pillar (52nd) and its main challenge is the VT Skills factor (123rd).

Last updated in October 2023. More country profiles here.

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