Here's an interesting article from the Globe and Mail that reports Canada to be the #2 place in the world in which to live and do business, according to a survey of country reputations around the world:
A great place to do business
By CAROLINE ALPHONSO
Monday, August 1, 2005 Updated at 9:30 PM EDT
From Tuesday's Globe and Mail
We're No. 2! We're No. 2!
Canada has elbowed its way in front of Britain and the United States as one of the world's best places to invest and live, according to a survey of 25 countries' brand reputations released Monday.
But despite its top marks over all, the country didn't fare well in the culture category.
Indeed, the survey showed that popular icons, such as Sarah McLachlan, or even the game of hockey, are doing little to bolster people's perceptions of Canada's culture and heritage.
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The Anholt-GMI Nation Brands Index, an analytical ranking of the world's nation brands, placed Canada just behind Australia in terms of brand power.
The group's second quarterly report surveyed 10,000 people on their perceptions of a country's cultural, political and tourist appeal, as well as investment potential.
Canada, a new country in the survey, bumped Britain out of the second place.
It was the second choice among countries for investment, immigration, people and governance, and third in the tourism category.
“The value that Canada communicates or is believed to embody are the values that most people subscribe to in the world today,” Simon Anholt, co-author of the survey and a nation brand expert, said in an interview from London.
“They think it's the second most attractive nation brand in the world, which means right across the spectrum of business, livability and landscape,” he added. “It's second only to paradise, and paradise appears to be Australia.”
The survey found that unlike the United States, which ranked 11th, Canada's government is seen as neutral.
But a large part of the world's perceptions of Canada was attributed to how people feel about Canadians.
The survey ranked Canada second in the hospitality category, just behind Australia.
While there are no awards that come with this ranking, Mr. Anholt said that it is now up to Canada to capitalize on this international admiration.
A positive nation brand, he said, has a direct impact on selling products and influencing government.
“Canada could be playing a much more significant role in world affairs on many, many fronts,” Mr. Anholt said.
He added: “It's a demonstration of market potential. What [the survey] points to is that there is the potential, the goodwill on the part of consumers around the world to buy a lot of stuff from Canada.”
Mr. Anholt said, however, he was not surprised to see Canada receive a low ranking in the culture category.
Canada ranked 18th in the area of culture and heritage. Mr. Anholt said the culture and heritage of a lot of Western countries is not recognized.
And while other countries, such as Egypt and Turkey, received top marks for culture, they did “miserably” in other areas, Mr. Anholt said.
The survey was conducted in partnership with Seattle-based Global Market Insite Inc.
Mr. Anholt said that unlike other surveys on branding, this one looks at people's perceptions of a country in a variety of areas.
Consumers in the United States, Britain, India, Germany, South Korea, Canada, France, Japan, Denmark and China were polled.
The first survey, released in May, 2005, included only 11 countries