18 February 2022

Where does Australia’s brand rank in the world?

Each year, the Anholt-Ipsos Nation Brands Index ranks 60 nations based on the power and appeal of their ‘brand image’.

Nations are scored on six attributes: exports, governance, culture, people, tourism, and immigration/investment. In 2021, Australia ranked tenth overall on the Nation Brand Index, sliding one position from 2020.

Australia ranks in the top 10 across key attributes

In 2021, Australia continued to make an impression across its governance, exports, people and immigration/investment, ranking in the top 10 for all four attributes.

Australia’s strongest reputation attribute continues to be its natural beauty, as well as its people. When interviewed, people ranked Australia third overall when asked if they wanted to have a close friend from Australia, as well as how welcome they would feel when visiting Australia.

Australia ranks highly in favourability, with more than 70% of global citizens interviewed feeling favourable towards Australia.

Australia ranks in the top 10 in the world for




Immigrantion and Investment

Source: 2021 Anholt-Ipsos Nation Brand Index

What does this mean for Australian businesses?

If you’re selling Australian products and services to international consumers, pitching to potential international investors, or promoting Australian education to prospective international students, chances are, they’ve heard about Australia.

And this puts us ahead of the pack internationally.

What they’ve heard about Australia, though, is likely to be fairly limited - they will know us for our beautiful beaches and friendly people but not for our innovative minds, capabilities in tech and science, and world-leading medicine.

To shift perceptions about Australia and encourage more people to explore the breadth of products, diverse tourism experience, world-class investment opportunities and leading education opportunities, we need to start telling the world about the parts of Australia they’re less familiar with.

Australia’s Nation Brand can help promote your products, services and experiences as uniquely Australian.
Start exploring the wide range of free assets, templates and guidelines at Australia’s Nation Brand Toolkit.