Objective indicator-based nation brand performance assessment.
Please select a country to view its performance assessment data
Nation Brand Radar is built on 100+ trusted data sources, making it one of the most comprehensive nation brand benchmarking platforms available. This breadth is not for show. It helps us move beyond opinions and headlines to build an evidence-based view of how a country performs across the full nation brand funnel.
We measure performance across 12 dimensions: Curiosity, Distinctiveness, Symbols and Icons, Leading Edge, Emotional Connection, Integrity, Cultural Prevalence, Aspirational, Influence, Centrality, Magnetism, and Leadership.
Our indicators come from major global institutions and widely used datasets such as the World Bank, UNESCO, OECD, Google Trends, and Transparency International, along with many other public databases covering economics, culture, innovation, governance, tourism, trade, talent flows, and digital demand signals.
To keep results consistent and comparable across countries, we use the latest available data within a 2020 to 2025 window. Global datasets update on different cycles, so a multi-year window reduces missing data while keeping the assessment current and fair across countries.
How to read the Nation Brand Radar
The Nation Brand Radar is a diagnostic map, not a ranking. Each axis represents a core dimension of national brand performance. A stronger shape indicates stronger performance in that area, while an uneven shape highlights gaps, risks, or imbalances that may require attention.
Each dimension score is calculated by combining multiple indicators into a single composite score. We standardize indicator values so they can be compared and then aggregate them into a dimension score. On the website, we show only a small set of illustrative indicators for each dimension to explain what the score reflects. The full score draws on a broader indicator set and weighting logic, not any single metric.
If you would like a deeper consultation or a tailored engagement, we can produce a detailed country report with a fuller breakdown of indicators, benchmarking, and strategic implications. To discuss scope and options, please email us at engage@nationbrandresearch.com.
Data loading notice: Some data may take a little longer to load because several indicators are retrieved through live APIs.
Data availability notice: Some countries are not currently included in our dataset due to limited or unavailable data for key indicators.