In today's world, countries compete not only through economic performance, trade, and technology, but through soft power — the values, culture, credibility, and global influence that shape how a nation is perceived. The Nation Brand Radar (NBR) is a strategic measurement framework that maps how countries are positioned in the global marketplace, examining why a nation is valued in an age defined by digital visibility, narrative power, and competition for attention.
Here we give users the chance to measure how they perceive a nation across twelve dimensions, creating customized perceptual footprints based on their subjective assessments.
Measures concrete outcomes and behavioral indicators that demonstrate a nation's competitive positioning.
Each dimension represents a distinct facet of nation brand maturity — captured through both perceptual and performance signals.
How much the country captures global curiosity and interest in knowing more about it.
How distinctive the country is in its culture, values, or overall character.
How strong and recognizable the country's symbols, landmarks, and national icons are.
How innovative and forward-thinking the country is perceived to be.
How emotionally connected or positively attached audiences feel toward this country.
How trustworthy and ethical the country is perceived to be in its actions and values.
How visible and influential the country's culture, arts, or entertainment are globally.
How much people personally aspire to visit, live, study, or work in the country.
How influential the country is in shaping global trends, policies, or decisions.
How central the country is to major global networks — trade, innovation, diplomacy.
How attractive the country is for talent, business, and tourism.
How strongly the country is perceived as a global leader that sets direction for others.