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The Concept Of Online Image Of A Brand And Its Application To Nation Brands
Unformatted Document Text:  Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands 15 would then allow the development, implementation, monitoring and correction of communication campaigns and interventions for narrowing (and ideally, closing) the existing gaps between different perspectives of the nation image and overall improvement of the image of the nation held by various stakeholders. Measurement and Rating Nation Brands One of the key issues in nation branding is the measurement of nation brands. This becomes especially important when comparing nations to one another, or evaluating nation-brand equity and/or nation-branding efforts. The review of literature indicates that this is a relatively new area of research and so far there are only two established metrics that attempt to measure and rank nation brands: Anholt-GfK Roper Nation Brands Index (NBI) and East West Global Index 200. According to professor David Gertner of Pace University in New York, who himself is currently developing his own nation branding index, given the increasing importance, attention, and interest towards nation and place branding, more attempts to create metrics for ranking nation brands are likely to be made in the future. However, in his opinion, these metrics may appear to be inconsistent with one another, since even though they may claim to measure the same idea – how attractive or well regarded a nation is – due to differences in methodologies they may actually be measuring different things (Frost, 2008). The above two existing metrics can serve as support for Gertner‘s opinion: Anholt-GfK Roper Nation Brands Index (NBI) is an online poll of consumer attitudes toward 50 most prominent countries plus up to six additional countries that subscribe to it on a year to year basis, NBI measures nation brands along the earlier mentioned Anholt‘s 6 distinct vectors/dimensions of nation identity: country‘s exports, governance, culture and heritage, people, tourism, and investment and immigration (GfK, 2010), which Anholt has mapped on a

Authors: Topouria, Giorgi.
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Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands  
 
15 
 
would then allow the development, implementation, monitoring and correction of 
communication campaigns and interventions for narrowing (and ideally, closing) the existing 
gaps between different perspectives of the nation image and overall improvement of the image of 
the nation held by various stakeholders.  
Measurement and Rating Nation Brands 
One of the key issues in nation branding is the measurement of nation brands. This becomes 
especially important when comparing nations to one another, or evaluating nation-brand equity 
and/or nation-branding efforts. The review of literature indicates that this is a relatively new area 
of research and so far there are only two established metrics that attempt to measure and rank 
nation brands: Anholt-GfK Roper Nation Brands Index (NBI) and East West Global Index 200. 
According to professor David Gertner of Pace University in New York, who himself is currently 
developing his own nation branding index, given the increasing importance, attention, and 
interest towards nation and place branding, more attempts to create metrics for ranking nation 
brands are likely to be made in the future. However, in his opinion, these metrics may appear to 
be inconsistent with one another, since even though they may claim to measure the same idea – 
how attractive or well regarded a nation is – due to differences in methodologies they may 
actually be measuring different things (Frost, 2008). The above two existing metrics can serve as 
support for Gertner‘s opinion: 
Anholt-GfK Roper Nation Brands Index (NBI) is an online poll of consumer attitudes toward 
50 most prominent countries plus up to six additional countries that subscribe to it on a year to 
year basis, NBI measures nation brands along the earlier mentioned Anholt‘s 6 distinct 
vectors/dimensions of nation identity: country‘s exports, governance, culture and heritage, 
people, tourism, and investment and immigration (GfK, 2010), which Anholt has mapped on a 


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