[转帖] 美咨询机构出国家品牌排名:德国第一,中国第28
<table><tbody><tr><td class="content" id="articleText"><p>人民网洛杉矶11月20日电(特派记者管克江)美国著名的咨询机构GfK ROPER公关事务与媒体公司近日发表了一份全球50个国家的“国家品牌力”排名，结果德国得分最高，其次是法国、英国、加拿大、日本、意大利和美国，印度排第27，中国与匈牙利并列第28。 <br/><br/>这份排名由GfK ROPER公关事务与媒体公司和英国国家品牌学者西蒙·安霍尔特联合开展，在对20个国家的2万人的民调基础上得出。调查将国家品牌力分成六个方面：出口、政府管理、文化传统、人民、旅游和移民及投资。在出口方面排第一的是日本，政府管理方面是瑞士，文化品牌第一是法国，人民品牌第一是加拿大，旅游第一是意大利，移民及投资第一位是加拿大，综合排名德国居首位。 <br/><br/>GfK ROPER公关事务与媒体公司高级副总裁赵小岩女士说，中国的国家品牌力在文化方面处于领先地位，在出口和旅游方面也相对较强，但政府管理和某些方面的人民形象拉低了整体评分。她指出，发达国家和发展中国家对中国的国家形象的看法差异很大。</p></td></tr></tbody></table> 事实上中国知名品牌真的不多 奥运会就是想消除部分国家对社会主义国家尤其是中国的偏见~ <p>法国的文化品牌，是指化妆品和服装吗？</p><p>或者，建筑之类的，这也算品牌么？</p> 何谓“人民品牌” <p>20个国家 一共抽样2万人</p><p>一个国家1千人</p><p></p> <p>出口第一居然是日本</p><p>同问什么叫人民品牌</p> <p>找到了信息源</p><p><a href=\"http://www.invest-in-germany.com/uploads/media/Report_Highlights_Roper_Nation_Brands_Index.pdf\">http://www.invest-in-germany.com/uploads/media/Report_Highlights_Roper_Nation_Brands_Index.pdf</a></p><p>THE ANHOLT-GFK ROPER NATION BRANDS INDEXSM<br/>Conducted annually with GfK Roper beginning spring 2008, the Anholt-GfK Roper<br/>Nation Brands IndexSM measures the image of 50 nations. Each year, a total of<br/>20,000 adults ages 18 and up are interviewed in 20 core panel countries.<br/>The Anholt-GfK Roper Nation Brands IndexSM measures the power and appeal of<br/>each country’s ‘brand image’ by examining six dimensions of national competence.<br/>Together, these dimensions make up the Nation Brand Hexagon®.<br/></p><p><strong>Exports</strong>. This is what marketers call the “country of origin effect” – whether<br/>knowing where the product is made increases or decreases people’s likelihood of<br/>purchasing it, and whether a country has particular strengths in science and<br/>technology, and has creative energy. A perceived association with particular<br/>industries rounds out that country’s image in this space.<br/></p><p><strong>Governance</strong>. This aspect incorporates perceived competency and honesty of<br/>government, respect for citizens’ rights and fair treatment, as well as global behaviorin the areas of international peace and security, environmental protection, and world<br/>poverty reduction. Respondents also select one adjective that best describes the<br/>government in each country.<br/></p><strong></strong><p><strong>Culture</strong>. Cultural aspects measured are perceptions of a country’s heritage, its<br/>contemporary cultural “vibes” from music, films, art and literature, as well as the<br/>country’s excellence in sports. Various cultural activities are presented to<br/>respondents to gauge their strongest image of a country’s cultural “product”.<br/></p><p><strong>People</strong>. The general assessment of a people’s friendliness is measured by whether<br/>respondents would feel welcome when visiting the country. Additionally, we<br/>measure the appeal of the people on a personal level – whether respondents want to<br/>have a close friend from that country – as well as human resources on a professional<br/>level, that is, how willing respondents would be to hire a well-qualified person from<br/>that country. Respondents are also asked to select one adjective out of a list to<br/>describe the predominant image they have of the people in each country.<br/></p><p><strong>Tourism</strong>. Respondents rate a country’s tourism appeal in three major areas: natural<br/>beauty, historic buildings and monuments, and vibrant city life and urban attractions.<br/>Tourism potential is also asked: how likely they would be to visit a country if money<br/>is no object and the likely experience represented by adjectives such as romantic,<br/>stressful, spiritual, etc.</p><p><strong>Immigration and Investment</strong>. Lastly, a country’s power to attract talent and<br/>capital is measured not only by whether people would consider studying, working<br/>and living in that country but also by the country’s economic prosperity, equal<br/>opportunity, and ultimately the perception that it is a place with a high quality of life.<br/>The country’s economic and business conditions – whether stagnant, declining,<br/>developing or forward-thinking – complete the measurement in this space.<br/></p><p>The NBISM score is an average of the scores from the six indices mentioned above.<br/>There are between 3 and 5 ratings questions for each of the indices. Ratings are<br/>based on a scale from 1 to 7 with 7 being the highest and best, 1 being the lowest<br/>and worst, and 4 being the middle position which is neither positive nor negative.<br/>Each hexagon point also has a word choice question which helps enrich the<br/>understanding of the properties of a nation’s image.</p>[此贴子已经被作者于2008-11-24 9:48:43编辑过] 还比较公正，这些年来GOVCN的工作效率和创造环境是罕见的明显划破，亚洲排名都只在越南印尼之前。 <div class=\"quote\"><b>以下是引用<i>wolfgang</i>在2008-11-24 9:38:00的发言：</b><br/><p>出口第一居然是日本</p><p>同问什么叫人民品牌</p></div><p></p>出口第一 是日本 倒也是合情合理啊 <div class=\"quote\"><b>以下是引用<i>豹II</i>在2008-11-24 10:55:00的发言：</b><br/><p></p>出口第一 是日本 倒也是合情合理啊</div><p>我原以为是德国的</p><img src=\"images/post/smile/dvbbs/em04.gif\" /> <div class=\"quote\"><b>以下是引用<i>wolfgang</i>在2008-11-24 12:36:00的发言：</b><br/><p>我原以为是德国的</p><img src=\"images/post/smile/dvbbs/em04.gif\" /></div><p>抽样群体就是普通老百姓 而一般消费品里，日本还是很有优势的 </p><p>要是抽样人群的全是搞柴油机的，第一肯定是德国 </p><p>抽样人群是卖拖鞋的，第一肯定就是越南了…… </p><p> </p><img src=\"images/post/smile/dvbbs/em09.gif\" />
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