For the purposes of this sample report, we have
not used the names of the three countries analyzed.
Based on analysis by Perception Metrics*, the following
sample report provides a detailed overview of the Country
A brand. By isolating and measuring the messages used
to describe a nation, the brand identity of the nation
can be analyzed. Analyzing the media discussion surrounding
a nation allows for a better understanding of the risks
it faces, the strengths it possesses and the environment
it exists in. Understanding a nation's brand identity
allows for messaging and public diplomacy to be pursued
with greater precision to achieve the ultimate level
of relevance in contemporary discussion.
This analysis is based on a media collection of major
world newspapers published in May and June 2008; articles
mentioned Country A, Country B or Country C.
Brand Perception Index
Media articles citing Country A, Country B, or Country
C were analyzed for both tone (or perception) and volume
of coverage. The graph below compares the perception
of Country A to two competitor nations. Country B had
the highest perception at 0.65, Country A's perception
was 0.61, and Country C's was the lowest at 0.54.
The graph below illustrates the media perception of
Countries A, B and C. It is calculated by comparing
positive messages to overall messages over time.
By volume, the strength indicators most commonly associated
with Country A are "win," "victory,"
"good," "best," and "favorite."
These indicators were most often mentioned in the context
of a major international soccer tournament.
By volume, the risk indicators most commonly
associated with Country A are "injury," "attack,"
"force," "defeat," and "difficult."
These indicators were also most often mentioned in the
context of a major international soccer tournament.
A nation brand image's power lies in its
uniqueness to neighboring and competing countries. Based
on the analysis of relevant media, the following diagram
identifies the top strength indicating words shared
between Country A and its competitors.
Based on the analysis of relevant media,
the following diagram identifies the top risk indicating
words shared between Country A and its competitors.
The extent to which the Country A brand
is represented in media may or may not align with how
Country A chooses to present itself.
How does the relevant media text compare to the self-described
brand identity of Country A? The following graph shows
the specific words or phrases of Country As' brand identity
and the frequency that they were grammatically connected
to Country A in the media collection during the time
Metrics Brand Analysis
This is an example of an East West Nation
Branding Report, based on text analysis by Perception
Metrics, an industry leader in the field. This analysis
is based on a sample Lexis-Nexis download of news articles,
published in English, available in full-text format,
containing a reference to Country A, B or C.
Perception Index Scoring
The Perception Scores are categorized
in the following way:
0.00 - 0.49 Negative Perception Score
0.50 - 0.79 Neutral Perception Score
0.80 - 1.00 Positive Perception Score
and Risk Indicator Messages
For the purposes of this report, expressed
"strength" (positive) and "risk"
(negative) messages are words and phrases that communicate
an unambiguously and overwhelmingly agreed-upon positive
or negative connotation. This report relies on only
such messages that are grammatically and conceptually
associated with Country A and its competitors.