<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> eople</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>
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