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Anholt developed the Nation Brands Index (NBI) in 2005 as a way to measure the imageand reputation of the world’s nations. This powerful tool can help to understand measureand build a strong national image. The Anholt Nation Brands Index measures the powerand quality of each country’s brand image by combining the following six dimensions:‣ Export – determines the public’s image of products and services from eachcountry and the extent to which consumers seek or avoid products from thecountry.‣ Governance – measures public opinion regarding the level of nationalgovernment competency and fairness.‣ Culture and heritage – reveals global perceptions of each nation’s heritage andappreciation for its contemporary culture, including film, music, art, sport andliterature.‣ People – measures the population’s reputation for competence, education,openness and friendliness, as well as perceived levels of potential hostility anddiscrimination.‣ Tourism – captures the level of interest in visiting a country and the draw ofnatural and man-made tourist attractions.‣ Investment and immigration – determines the power to attract people to live,work or study in each country and reveals how people perceive a country’seconomic and social situation.Each country’s score across these six dimensions is succinctly captured in the NationBrand Hexagon. [1]Scheme 1 The Nation Brand HexagonSource: www.gfkamerica.comThe 2010 Nation Brands Index survey was conducted from July 7, 2010 to August 4,2010 in 20 major developed and developing countries that play important and diverse53