It is difficult for countries to address their branding and
communications problems if they don't know where their strengths
and weaknesses lie. Until now, it has been possible to make
only an educated guess as to how your country is viewed by
the world, based on news clippings, surveys, focus groups
and the like.
That is why East West Communications has teamed up with Perception
Metrics to create a scientific basis for analyzing international
perceptions of a country's brand. Through this technology
we can now rank countries according to how they are described
in leading international media, and we can create tailored
reports that identify the specific strengths and weaknesses
of a brand.
With this analysis, we have the tools needed to help you
achieve and project your optimal positioning through scientifically-based
branding and communications.
The East West Nation Brand Perception Index is based on analysizing
millions of mentions of countries in hundreds of thousands
of news articles, every quarter. For the first indexes (2008/Q2),
38 prominent global media sources were surveyed between April
1, 2008 and June 30, 2008. This collection contained almost
5 million references to the 242 countries or regions identified
for the study. Of these references, which were grammatically
connected to the countries in question, almost 1.5 million
were defined as positive while over 1.7 million were defined
as negative. The Nation Branding Index (NBI) score relies
both on the overall quality of the media and the prominence
of the country, determined by the number of country references
or mentions. NBI scores are distributed around a mean 50 with
a standard deviation of 10. For the second quarter of 2008
the scores ranged from 17.2569 to 91.3769.
The East West Nation Brand Perception Indexes use a proprietary
Natural Language Processing text analysis system, developed
by Perception Metrics. This rule-based system is comprised
of dictionaries that include almost 16,000 words and phrases
indicating either a positive or a negative message. From the
analysis of these positive and negative messages and country
mentions, a score is calculated and compared to other entities
in the study.
of the Nation Brand Perception Index in a typical quarter