The first international evaluation of Lithuania’s reputation

People from various countries hold quite a favourable opinion about Lithuania’s governance, its activities in the international community, and economic living and working conditions in Lithuania. Our country’s image is weaker in terms of tourism and citizen-friendliness. These trends were revealed in the Nation Brands Index (NBI) (developed by one of the most famous world experts on nation branding Simon Anholt) that was compiled following a survey carried out in October 2008. This is the only analytical ranking of national reputation on the basis of public polls.

50 countries have been measured following Anholt’s methodology with respect to the countries’ political and economic power as well as aiming at preservation of regional diversity. Six dimensions have been distinguished to compare and rate each country according to the results of polls: governance, people, tourism, culture, exports, and investment. 20.000 people from twenty countries around the globe took part in the survey.

The global survey rates those countries that systemically shape their image. This year Lithuania has started branding itself as being a courageous country, thus it has been rated and listed in the Nation Brands Index. The fact that a country is ranked there demonstrates that it stands out and works purposefully with a view to develop its image. Furthermore, it is a tool to raise awareness about a certain country, since all the countries working in this area guide themselves on the results provided by this Index, which is the only one of such kind.

Lithuania is ranked 42 in the global Index; it is ahead of Estonia by 2 positions and followed by Indonesia, United Arab Emirates, and other courtiers. Lithuania lags behind Malaysia, China, and the Czech Republic, among others. Among the top ten, there are major European countries, such as Germany, France, United Kingdom, Italy, and Sweden, as well as Switzerland, Canada, the United States, and Japan.

Lithuania was placed 28 in its best ranking on governance, coming close behind the United States, Poland and the Czech Republic. A couple of aspects are covered under this category: people from a wide variety of countries were asked for their opinions on a number of administration issues, e.g. how competently and fairly the country is governed; how much respect is given to human rights; how the country upholds international peace and security, how it deals with environmental, poverty reduction issues, etc. Also, the country has fared fairly well with immigration or investment categories. Lithuania was ranked 36, ahead of Estonia, Romania, Chile and other states according to the answers from respondents on their personal willingness to live, study or invest in a given country.

Lithuania, however, did not fare so well in people and tourism categories. Answers to how welcoming the people of the country are perceived to be and whether they are the kind of people the respondent would choose to have as a close personal friend or whether a citizen from the country would be a good employee placed Lithuania 44 in that category. As for tourism, with four dimensions being covered – the level of interest in visiting the country if money is not considered important, the draw of natural and man-made tourist attractions, etc. – Lithuania dropped to 45th place.

Simon Anholt and the American company GfK Roper developed the Nation Brands Index (NBI) in 2005 as a way to measure the image and reputation of the world’s nations, the level of the country’s perception by foreigners. It offers a unique barometer of global opinion. The founders of this survey tool think that the way a country is perceived can make a critical difference to the success of its business, trade and tourism efforts, as well as its diplomatic and cultural relations with other nations.