This year Canada ranked third out of 50 countries on the Anholt-Ipsos Nation Brands Index, up from fifth place overall in 2018. Only France and top-ranked Germany scored higher than Canada.
The rankings were based on 20,035 online interviews conducted with adults over the age of 18 in 20 countries.
Canada placed first in three of the six individual categories that were used to rank the 50 countries — immigration and investment, people and governance. It was also the only nation in the top five that improved its standing in governance, culture, and tourism.
This is the second year in a row that Canada ranked first for immigration and investment, which considers a country’s power to attract people to live, work or study as well as perceptions of its quality of life and business environment.
The immigration and investment score is based on five “composite attributes” — work and live, quality of life, educational qualifications, invest in business, and equality in society.
A spokesperson for lead researcher, Vadim Volos, elaborated on the findings in an email statement to CIC News. Volos himself not available to comment directly on the findings.
“The Immigration and Investment Index evaluates a country’s power to attract talent and capital,” the statement read. “It is measured not only by whether people would consider studying, working, or living in that country, but also by perceptions of the country’s economic prosperity, equality of opportunity, and ultimately whether it is perceived to be a place with a high quality of life.”
Participants in the research were also asked to give the 50 countries “personality traits.”
Canada was considered friendly by 39 per cent of correspondents, trustworthy by 30 per cent, happy by 29 per cent, and generous by 19 per cent.
“A Nation Brand (or a reputation) is not built overnight,” the statement from Volos’ research team said.
“Seldom does a nation earn a ranking within the top five on the overall [National Brand Index] without consistency in its image.”
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