By Rebecca Smith
New Zealand’s standing on a global stage is in “excellent shape”, according to the author of an international reputation index.
Simon Anholt, the author of global perception survey, the 2017 Anholt-GfK Nation Brands Index (NBI), says the findings highlight New Zealand’s consistent ability to punch above its weight.
Released in the UK last night, the NBI gives New Zealand an overall rating of 63.7 out of 100, and a ranking of 14th out of 50 contributing nations. The survey rates countries on six dimensions, with New Zealand remaining second in the world for natural beauty.
It’s not just New Zealand’s natural beauty that has offshore appeal; our strong governance, sound investment and thriving export sector are also admired afar, according to the index.
Says Mr Anholt: “New Zealand’s image may lack the raw power of some of the major nations that populate the Top 10, but this is a highly respected rather than a high-profile country. For a country with a small population and a relatively small economy, a tiny diaspora, and a mere handful of world-famous citizens, having the fourteenth most powerful national image on the planet is impressive.”
New Zealand gained the greatest momentum in ‘Immigration & Investment’ (also ranked 14th) with a higher than average climb from previous years.
Improvements in ‘Governance’, ‘Culture’, ‘People’ and ‘Tourism’ also contributed to New Zealand pushing Denmark out of its 13th equal-to-New Zealand 2016 ranking, moving Denmark down to 15th place.
New Zealand Story Group, the government agency charged with enhancing New Zealand’s global reputation beyond natural beauty, welcomes the ranking.
Rebecca Smith, New Zealand Story Group Director, says “New Zealand’s approach to enabling multiple layers of New Zealand stories that all deliver to a common and consistent theme is having an impact. New Zealand takes a unique approach unlike any other country in empowering and encouraging each business, regardless of sector, to tell their story offshore backed up with a strong country brand and reputation.”
“Whilst we’re well known for our natural beauty, it’s our integrity, transparency and great quality products and services that really make an impact on how people feel about New Zealand,” says Smith.
The index showed that:
• people would feel good about buying a product made in New Zealand (17th)
• New Zealand is assessed as a creative place with cutting-edge ideas and new ways of thinking (17th)
• New Zealand is a nation widely known as a desirable place to live and work (10th) with a high quality of life (13th).
About the Nation Brand Index (NBISM)
NBISM measures the image of 50 nations. The 2017 NBISM survey has been conducted in 20 major developed and developing countries that play important and diverse roles in international relations, trade and the flow of business, cultural and tourism activities. In each panel country, the list of 50 nations is randomly assigned to respondents, each of whom (except Egypt) rates 25 nations, resulting in each nation getting approximately 500 ratings per panel country. NBISM measures the power and appeal of each country’s “brand image” by examining six dimensions of national competence; Exports; Governance; Culture; People; Tourism; and Immigration and Investment. Together, these dimensions make up the Nation Brand Hexagon®. Enclosed: Abridged version of the NBISM report, prepared for NZTE.
About NZ Story
NZ Story is a government agency set up to enhance New Zealand’s global reputation beyond natural beauty. We provide a range of services to support New Zealand businesses taking on the world, including workshops, video production, imagery, research and the FernMark Licence Programme.