全球声誉竞争中的国家品牌指数调查

Nation Brands Index in a Global Reputation Race

本文分享了2013年捷孚凯市场研究公司国家品牌指数报告中一些有趣的发现。文章首先介绍了Anholt-GfK国家品牌指数调查——一个全面、均衡和一致的研究系统与咨询平台。根据广泛应用的国家品牌指数六边形模型(由出口、治理、文化、人民、旅游吸引力、机会及其一系列指标组成)可以产生基于证据的改进计划。其次,文章描述了国家声誉的宏观走向,强调了树立一个整合形象的重要性。文章列举了一些案例,讨论后来者如何能够利用资源改造形象,以及重大的策划事件在何种程度上对国家形象产生影响。最后,文章总结道,虽然国家形象一般而言是稳定、变化缓慢的,但是改变的确在发生,而领先者与其他国家的距离在缩小。虽然科技创新的确是带动声誉增长的重要动力,但是发展中国家必须弥补包括廉洁治理和清洁环境在内的深刻欠缺。

This study shares some interesting findings of the 2013 reports on the GfKs Nation Brands Index.Firstly,it introduces the Anholt-GfK Nation Brands Index—a comprehensive,balanced,and consistent research system and consulting platform.An evidence-based planning could be based on the renowned Nation Brands hexagon,consisting of exports,governance,culture,people,tourism attractions,opportunities.Secondly,it shows the macro trends of nationsreputation,emphasizing the importance of an integrated image.Specific cases were analyzed,discussing how late comers can leverage assets,and to what extent major planned events impact nations reputation.The study concludes that while national reputations are generally stable and changes are slow,changes are nevertheless happening,and the gap between the leaders and the rest is narrowing.While innovation in science and technology are growth engines of reputation,developing countries must make up for the deepest deficits,which include the lack of clean governance and the lack of clean environment.