Kenya ranks in the bottom-10 on the Nation Brands Index ranking

Kenya is placed in position 47 out of 50 on the global Nation Brands Index (NBI) ranking. This year, Kenya’s reputational strengths are on the Culture and Tourism categories – driven by positive opinion about its excellence in sports and natural beauty.

Conversely, Kenya’s relative brand weaknesses are on the Governance and Immigration and Investment categories – particularly in perceptions of rights and fairness in its governance and being a good place to work and live.

The reputational strengths and weaknesses showcase sub-categories in which the 20,000 survey respondents have rated Kenya the best and the worst – against all other 49 countries. The sub-categories are: Exports, Governance, Culture, People, Tourism, Immigration/ Investment. 2020 is marked by an overall decline in perception of nations’ reputations, and the top-10 NBI nations are not immune to this overall negative sentiment.

While Germany retains the top position in the 2020 Anholt-Ipsos Nation Brands IndexSM (NBI) for the fourth year in a row, this year is marked by noticeable gains and losses among leaders in the NBI ranking:

• The United Kingdom’s ranking jumps from fourth to second place, and Australia advances from 10th to eighth place – a record high for both nations.
• France, which was ranked in second place last year, drops to the fifth spot; and the United States, whose image stabilized in 2019 after plunging to sixth place in 2017 – sees further reputational declines in 2020 falling to 10th place – a record low for both nations.