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Germany finishes in first place again, while Japan overtakes Canada for second place — its best performance since 2018, when it also ranked second. Japan sees strong reputational rankings on the Exports, Tourism, and Culture indices. The United Kingdom’s ranking drops again in 2022, moving from fifth to sixth. Russia’s ranking falls to the bottom three nations.

How can an advert perform well in one country, but prove significantly ineffective in another? Why would a global campaign from a US brand resonate in France, but miss the mark in the UK and Brazil? And what do brands need to understand for their marketing efforts to successfully traverse international borders?

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2021 Anholt-Ipsos Nation Brands Index: Canada and Japan overtake the U.K. to round out the top three; U.S. sees reputational gains from 2020.

How to align brand promise and customer experience for business success