The Anholt-GfK Roper Nation Brands Index (NBI) is an important benchmark for measuring a country’s brand image and for future management of that image. How the world perceives a country has a dramatic impact on business, tourism and diplomatic influence. Lisa Merriam interviews Laura Latshaw, Senior Vice President, GfK Roper Public Affairs & Media on how the Index was calculated, why it was done and what it means.
Written by Andreas Markessinis
Marketing and branding consultant. Tireless traveler. Nation Branding author and blogger, some say expert too.