In this season finale Simon and Nick discuss the recently published findings of the 2022 version of the Anholt-Ipsos Nation Brands Index. The most noticeable result is that Russia has fallen from 27th place in 2021 to 58th, a dive unlike any other in the history of the index reflecting the international community's alarm at the invasion of Ukraine. They note that Ukraine has not jumped forward in an analogous way, but merely continues to show a gradual improvement in its standing. Simon...

In this episode Nick and Simon discuss the shifting image of Africa, taking a lead from the latest version of the Anholt-Ipsos Nation Brands Index. Countries discussed include Egypt and Morocco, South Africa, Kenya, Tanzania and Botswana. Simon argues that external knowledge of culture is the key and proposes a collective effort in that regard like a joint equivalent of the British Council. Nick notes some single country successes like Angola's win at the Venice Art biennale. They agree...

This episode looks at the smaller units of international image—regions and cities—and how they fare in comparison to national images. Issues discussed include whether they help or hurt a national image and whether the promotion of smaller places is worthwhile. Simon starts out noting that some places are known for their products, with Champagne being the most obvious, but many are destined to remain unknown. Nick notes that the European Union benefits from being known for its smaller...

This episode considers the reputation of the Gulf and its most prominent actors including not only the nation states like Saudi Arabia, Qatar and UAE but city state actors like Dubai. First, Simon makes the case that the Gulf is a case of a region's pre-existing negative image dominating perception of constituent parts. He doubts the efficacy of most responses in the circumstance. The conversation includes the perception of Saudi Arabia intimidating and the unlikelihood that the FIFA World...

This episode considers the utility of place branding and soft power strategies for countries least developed in these areas. The conversation begins by separating the value of a focused tourism promotion campaign from more general promotion strategies. Simon notes that even a successful tourism campaign can be a liability later, citing the difficulty that Jamaica has had being seen as anything other than a holiday place. Simon and Nick concur that the first step to develop an image must be...

This episode considers the image of Great Britain as the country mourns the loss of Queen Elizabeth II and simultaneously adapts to a new Prime Minister—Liz Truss—and a new king: Charles III. The discussion begins with Simon recalling the brand equity derived from having a Royal Family, which he estimates in the billions. Simon and Nick continue discussing the value of the royal family to the management of change, providing a national rhythm like a metronome. The pair give high marks to King...

This episode considers the utility of place branding and soft power strategies for the least developed countries. The conversation begins by separating the value of a focused tourism promotion campaign from more general promotion strategies. Simon notes that even a successful tourism campaign can be a liability later, citing the difficulty that Jamaica has had being seen as anything other than a holiday place. Simon and Nick concur that the first step for seeing to develop an image must be...

This episode probes the connection between personal identity and national image, considering Simon's past contention that national image is an extension of the sense of self. Nick agrees and suggests that the connection helps to explain why people feel so strongly about slights to a nation's standing or evidence that a government has allowed prestige to slip. The conversation moves on to consider the ways in which images of other counties became part of self-identity, including ancestral...

This episode considers one of the problems of international relations today: the absence of the kind of compelling visions of the future that inspired international cooperation in the past. Nick argues that countries need a vision for stability and are finding that in distorted idea of the past rather than an image of the future which might be open to collaboration. Simon notes that most people aren't aware of visions articulated at the transnational level. The conversation develops to...

This episode considers the implications of the rise of state-sponsored fake news and disinformation for international images. Simon takes the line that the exaggerations of nation branding are on a continuum with all-out lies of malicious propaganda. He calls for better research on public responses to nations using distortion. Does it demonstrably damage reputations? Nick argues that state sponsorship of objective news can be an important component of Soft Power as the BBC is an asset for...

Today's episode considers Italy, hailed by The Economist in December 2021 for its improvement but in the news in the summer of 2022 for political problems. Simon and Nick dissect elements of Italy's reputation noting both the advantages and pitfalls of its long significance in the cultural field. Simon compares Italy to fellow high-performer, Japan but asks whether and why Italy is seen as decorative rather than useful. Nick questions the role of the diaspora and the connection of Italy to...

This episode looks at the role of environmental policy as a component of international image and the question of whether countries are following corporations and ‘greenwashing’: laying claim to environmental reputations that they don’t deserve. Cases discussed include Australia, the US and the countries of the Middle East, stuck with a reliance of fossil fuel extraction. Simon argues that whatever the reality the simple fact of the conversation around sustainability is positive as it...

In this episode Simon and Nick discuss the reputation of Mexico and the reasons for its relatively poor showing in the Nation Brands Index. They consider Mexican government strategies including the tendency to pay disproportionate attention to US opinion. Conversely Simon and Nick agree that the global image of Mexico remains a byproduct of Hollywood stereotyping. Nick bemoans Mexican missteps at recent World Expos. Turning to the Good Country index Simon argues that Mexico is underperforming...

This episode considers the power implicit in the popularity or otherwise of particular languages on the world stage, beginning with the question of whether the Nation Brands Index is accurate in showing the admiration of English-speaking countries. Simon and Nick not the counter examples of admired countries whose languages are not global in the same way: Germany, Italy, and Japan, suggesting that having a global language is not a guarantee of global admiration, even if governments have often...

In this episode Nick and Simon respond to a listener's question about the impact of a potential collapse of the Northern Ireland peace agreement on the image of the UK. After discussing this question, the conversation broadens to include the difference between issues of elite relevance and issues of importance to 'ordinary people'. Simon and Nick discuss the benefits of collaboration and the difficulties in dramatizing issues of broad international relevance like the UN's Sustainable...

This episode revisits a key concept in the study of international image: the ‘country-of-origin effect’ by which countries can enhance the value of products made there and vice versa. Simon notes that an estimated 1/3 of all value in the world is locked in brand value and the desire of some developing countries to develop international brands. He recalls the successful case of Dilmah tea as a Sri Lankan brand. Nick recalls the success of Germany in repositioning its Country-of-Origin...

Inspired by media reports of the Turkish government attempting to assert the Turkish spelling of their name, this episode considers strategies of naming/renaming/spelling. Turkey’s move is discussed in the context of its history. Simon suggests four categories of renaming: the post-colonial shift to a more authentic local name as with Swaziland/Eswatini or Madras/Chennai; the attempt to be more memorable because one’s name is insufficiently distinct as when Slovenia considered Alpe-Adria; the...

This episode takes an overall view of COVID 19 and its impact on reputation. Simon points out that the damage to reputations was only slight as most people really aren’t interested in the internal affairs of other places. Image seems to be following expectations. People assume that Sweden managed the pandemic well even though they didn’t. The later discussion highlights the importance of real global collaboration and the problems of misinformation/disinformation evident during the pandemic....

In this episode Nick and Simon think about the reputation of transnational ideas and organizations, starting with religions. Nick recalls regimes which have actively asserted a religious affiliation. Simon notes that today most western countries seek to distance themselves from a religious identity and embrace an image of tolerance. Cases discussed include Saudi Arabia, Poland, and the historical strategies of the Vatican. Shifting to other transnational groupings, Simon notes that indigenous...

This episode considers the results of the Nation Brands Index for 2021. Issues include the limited post-Trump recovery of the US image, the declining image of Britain and improving image of Canada. Simon discussed the arrival of Iceland in the index and continued rise South Korea. This year's NBI research included questions about priority issues. Simon notes that poverty was the most serious issue for audiences in the Americas and Africa, while the Asia/Pacific prioritized climate. Other...

In the episode Simon introduces the fifth iteration of the Good Country Index (index.goodcountry.org/) now published in partnership with Diplomatic Courier. He explains the nature of the index as an aggregation of contributions to the global good. Nick pulls out particular countries for scrutiny including the USA at #46. They agree that the top of the table (with Sweden once again in first place ahead of Denmark and Germany) shows the collaborative nature of European countries. Other...

In this season 2 opener Simon and Nick consider the implications of the Russian invasion of Ukraine for issues of international image. Simon argues that the crisis has revealed the degree of interconnection associated with advanced globalization as revealed by the almost instant pressure on corporations to withdraw from Russia. Side issues include implications for the images of countries remaining neutral in the war such as India and China. Nick contrasts the image problems displayed by...

In this final episode of the season Simon and Nick consider the implications of recent developments in Afghanistan for our understanding of international image. Issues include the role of branding in the initial policy missteps towards Afghanistan in the 1990s and the prospects for a positive image of Afghanistan in the future.

This episode considers the image of Israel which, as Simon notes, was one of the worst when included in the Nation Brands Index. The heart of the problem seems to be the power of a conflict to taint the image of all combatants whatever its inherent rights and wrongs. Nick notes a string of innovative Israeli activities to show that Israel is more than a conflict. Simon recalls consistently advising governments of Israel that it would need to act jointly with Palestine to really improve its...