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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 16 hexagram (Anholt, 2008; Appendix 2). The survey asks questions like: ―If money were no object, would you like to visit this country on vacation?‖ or ―If you were going to be falsely arrested for a crime you didn‘t commit, in which country would you prefer this to happen?‖ or ―Does this country make an important contribution to reducing global warming?‖ (Frost, 2008). The survey respondents are citizens of 20 countries around the world and about 1,000 online interviews are conducted with people age 18+ in each survey country, and each of the 50 nations in the NBI is evaluated by up to 10,000 people (GfK, 2010). According to Anholt, subscribing countries find NBI‘s detailed country reports more useful for comparisons of their country with their main competitors. ―The NBI‘s individual country reports run to around 50 pages of detailed analysis, market by market, covering each aspect of their image, from the viewpoint of hundreds of different population groups,‖ he said (Frost, 2008). East West Nation Brand Perception Indexes, namely Global Index 200 is a system of ranking nation brands of 192 UN member states and 8 territories, based on automated textual analysis of international media. The index tracks 38 major media sources, plus major regional publications that are translated into English and some digitized input from broadcast channels (East West Communications, 2009). East West produces both annual and quarterly indexes, with the former aiming to capture the long-term perceptions about countries, especially over time, while the later is reflective of relatively short-term events or decisions that make news. East West also offers customized reports to its clients (Frost, 2008). Ohio-based Perception Metrics ( http://perceptionmetrics.com ) conducts automated textual analysis for East West Communications using its proprietary technology and methodology. According to East West president Thomas Cromwell, ―even with English-only sources, the number of articles surveyed for the index is huge, and there are millions of mentions. English is

Authors: Topouria, Giorgi.
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Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands  
 
16 
 
hexagram (Anholt, 2008; Appendix 2). The survey asks questions like: ―If money were no 
object, would you like to visit this country on vacation?‖ or ―If you were going to be falsely 
arrested for a crime you didn‘t commit, in which country would you prefer this to happen?‖ or 
―Does this country make an important contribution to reducing global warming?‖ (Frost, 2008). 
The survey respondents are citizens of 20 countries around the world and about 1,000 online 
interviews are conducted with people age 18+ in each survey country, and each of the 50 nations 
in the NBI is evaluated by up to 10,000 people (GfK, 2010). 
According to Anholt, subscribing countries find NBI‘s detailed country reports more useful for 
comparisons of their country with their main competitors. ―The NBI‘s individual country reports 
run to around 50 pages of detailed analysis, market by market, covering each aspect of their 
image, from the viewpoint of hundreds of different population groups,‖ he said (Frost, 2008).  
East West Nation Brand Perception Indexes, namely Global Index 200 is a system of ranking 
nation brands of 192 UN member states and 8 territories, based on automated textual analysis of 
international media. The index tracks 38 major media sources, plus major regional publications 
that are translated into English and some digitized input from broadcast channels (East West 
Communications, 2009). East West produces both annual and quarterly indexes, with the former 
aiming to capture the long-term perceptions about countries, especially over time, while the later 
is reflective of relatively short-term events or decisions that make news. East West also offers 
customized reports to its clients (Frost, 2008). 
Ohio-based Perception Metrics (
) conducts automated textual 
analysis for East West Communications using its proprietary technology and methodology. 
According to East West president Thomas Cromwell, ―even with English-only sources, the 
number of articles surveyed for the index is huge, and there are millions of mentions. English is 


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