Nation Brand Perception
Indexes and Reports
NATION BRAND PERCEPTION INDEXES
- What do the nation brand perception
They measure the perception of countries
and territories in leading media around the
- How do the indexes measure perceptions?
The indexes are based on determining the tonality,
positive and negative, of mentions of countries
and territories in news articles, over a given
period (quarterly and annually). The tone, of
coverage is determined by an algorithm that
detects grammatical associations (not just proximity)
of terms with the names of the places being
analyzed, based on a lexicon of over 16,000
words and phrases.
- What media do you use for your research?
The indexes are based on a selection of several
dozen leading news sources from around the world,
including major international and regional publications.
- Are your indexes qualitative or quantitative
Both. Our indexes rank countries based on
the tone and frequency of mentions in the media.
The volume ranking lists countries by the number
or mentions they received in a given period.
Volume of mentions reflects the strength of
the brand, but not necessarily the quality.
- What is the difference between your annual
and quarterly indexes?
Our annual indexes provide long-term measurement
of international perceptions of nations' brands,
and hence reflect brand value fundamentals.
Our quarterly indexes reflect short-term changes
in perceptions that may or may not affect long-term
value but nevertheless indicate the impact of
policies and events on international perceptions
of nations' brands.
- Why do index results vary from quarter
Major events, or even specific policy changes
by governments, can have an impact on the tone
of coverage in international media. For example,
in the third quarter of 2008, China's hosting
of the Olympic Games in Beijing improved its
rank dramatically, whereas Russia's invasion
of Georgia caused a sharp drop in its rank,
and the financial crisis in America had a similarly
negative impact on the US ranking.
- Are the indexes protected from possible
conflicts of interest with your clients?
Yes. East West Communications has contracted
Perception Metrics to analyze all data and prepare
the indexes for the public and the reports for
our clients. Perception Metrics is a leader
in media analysis, and uses its proprietary
technology (and human analyst review) to conduct
NATION BRAND PERCEPTION REPORTS
- Why is analyzing brand perceptions
Perceptions drive decision-making. By knowing
how others view your brand you can address your
weaknesses and build on your strengths, to increase
your success as a nation. East West Nation Brand
Perception Reports provide the detailed analysis
that can be helpful to governments. For details
on our reports, see: http://eastwestcoms.com/reports_sample.htm.
- Do media reports reflect brand value accurately?
Not necessarily in the short term, but over
time media perceptions of countries tend to
reflect overall brand value. A cross-section
of media will cover a cross-section of a nation,
from its people and culture to its economy,
business environment and tourism. The composite
identity will register over time through repetition
in media coverage. This is why it is useful
for governments to manage their brands by shaping
images and messages that they want to project
to target audiences around the world.
- How are your indexes and reports useful
The data we provide can be used directly in
shaping policies, initiating promotions and
creating effective messaging. Countries have
long wanted to know how they are viewed by the
rest of the world. This has never been easy
to determine. To some extent, embassies can
serve as the 'eyes and ears' of a country by
monitoring public opinion or government policies
towards their country in other countries, but
at best this is a subjective process. Another
option is clipping services, but here again
it is difficult to absorb more than a relatively
small selection of global coverage. In today's
media universe, with tens of thousands of outlets
and diverse distribution channels, analyzing
clippings can never be a very complete or comprehensive
process. With our perception indexes and related
reports, the analysis is comprehensive. Mass
media multiply perceptions insofar as they communicate
information and views (including bias) to wide
audiences. Millions of media mentions reach
hundreds of millions of media consumers.
- How are your reports customized?
Each client has specific needs and we are
able to customize our reports to meet most of
those needs. We can prepare perception reports
for countries, states, regions, cities, sectors,
industries and personalities. We can also compare
these with competitors. We can report on perceptions
globally, or in specific countries or regions,
such as Europe, or sub-regions, such as West
Europe or Southeast Europe.
- Who can make use of nation branding reports?
Among those who can make the best use of
nation branding reports are national governments,
state and city governments, embassies and tourism,
investment and trade promotion boards, and institutions
or companies serving such bodies or organizations,
including branding, communications, advertising
and public relations companies.
- What do you charge for your reports?
Our Nation Brand Perception Snapshots and
Reports are priced based on the customizations
requested by clients. Contact us to get a quote.