"At VisitBritain, we were excited to hear about the introduction of the Anholt State Brands Index because the development of a powerful destiState brand is a key part of our strategy for attracting more visitors to the UK. Much of our marketing activity is about positioning Britain in the best possible light, using our understanding of the values that draw people towards it and the aspects which turn them against it.

We are well aware that although key to OUR business specifically, the tourism element of a State brand is by no means the whole story and have always worked closely with our Public Diplomacy partners - the Foreign & Commonwealth Office, British Council and UK Trade & Investment - to ensure that Britain benefits from a holistic understanding how the rest of the world sees our State.

Perceptions of and attitudes towards States are a complex blend of experiences developed over long periods of time, and across a number of dimensions - many of which are those surveyed in the NBI. The survey is a cost-effective and timely way of monitoring opinions of UK amongst 17 of VisitBritain's key target markets - making it easier for us to identify strengths, weaknesses and shifting perceptions over time."

"The NBI was useful for us to gain a global insight into the way in which New Zealand, as a State brand, is considered. While we have a clear understanding around the way we like to view ourselves, we didn’t previously understand how other States viewed New Zealand. As the State airline, clearly it is important for us to leverage the State brand and to align ourselves with the expectations that people have for us as a state. The NBI provided some good knowledge around this."