In collaboration with Simon Anholt, a research conducted by market firm IPSO shows that India has retained its 24th position among 50 nations in the Nation Brand Index 2020.

The US, which held NBI’s top spot on seven occasions, dropped four positions from the sixth place in 2019 to the 10th this year. While China fell 12 spots to the 35th this year, below India, which had remained stable at 23rd over the past four years.  

“The Anholt-Ipsos Nations Brand India 2020 shows, the upside of India’s image is determined by the reputation strengths of its cultural heritage, exports, contribution to science and technology. The brand weakness is perceived to be around governance and people; friendliness of Indians and the way we feel about the environment. Perceptions are not reality. At the same time perception is the only reality," Parijat Chakraborty, country service line leader, Ipsos public affairs and corporate reputation said in a statement.

“Not for the first time, this year’s NBI shows that country images are unlikely to be affected by domestic factors: how well or badly a country has managed the pandemic, for example. Simply because the domestic affairs of most countries have little or no impact on the lives of people outside that country’s own borders. What really does make a difference is the impact a country is perceived to have on the rest of humanity and the planet, whether positive or negative," Simon Anholt said in a statement.

“Since a powerful and positive brand image feeds directly into more tourism, more trade, more talent and more investment, such considerations should be right at the top of any government’s economic planning. The NBI is telling us yet again that if countries want to do well, they need to do good," he added.