Russia & Ukraine: Nation Brands Index score 2022

The Nation Brands Index (NBI) score of Russia decreased significantly in 2022, as the country's brand image was damaged by the invasion of Ukraine. In 2022, Russia's NBI score was measured at 50.5, down from 59.06 in the previous year. Furthermore, Ukraine's NBI recorded a slight decrease in view of the war. In 2022, Ukraine's nation brand reputation was evaluated higher than Russia's.

Nation Brands Index (NBI) score of Russia and Ukraine from 2020 to 2022

Characteristic	Russia	Ukraine
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Release date

November 2022

More information

Region

Russia, Ukraine

Survey time period

July to August 2022

Number of respondents

60,000 respondents

Age group

18 years and older

Special properties

respondents in 20 countries

Method of interview

Online panel

Supplementary notes

Survey characteristics refer to the latest survey.
The surveyed countries include the following: Argentina, Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Sweden, Turkey, the UK, and the U.S.

NBI considers six aspects: exports, governance, culture, people, tourism, and immigration and investment. The NBI score is an average of index scores for each of these aspects, with ratings based on a scale from 1 (the worst) to 1 (the best).

NBI measured the scores for 60 nations in 2021 and 2022. Prior to 2021, NBI measured the scores for 50 nations.
The statistic has been compiled from several reports by the source.

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