10-Position Drop in the Nation Brands Index 2023: What Is Happening to the World's Interest in Ukraine

Ukraine ranked 57th out of 60 in the Nation Brands Index 2023, one of the most reputable country brand rankings, experiencing a decline of 10 positions compared to the previous year. Before the full-scale invasion, Ukraine regularly ranked in the top 40 on the index.

The assessment of Ukraine's perception went down by 0.07 points. The parameter of tourist attractiveness saw the most significant decline, which is directly attributable to the impact of Russia's war against Ukraine. Attitudes toward the country's "Governance" and "People" (the desire to have a friend or hire a person from Ukraine) have also decreased. At the same time, Ukraine's investment attractiveness and export potential have increased compared to last year.

In 2023, respondents most often described Ukraine as “dangerous” and “troubled”.

The only countries ranked lower than Ukraine were Tanzania, Russia, and Botswana. 

"The decline in Ukraine's position in this ranking is quite expected. Last year, due to the beginning of Russia's full-scale invasion, the international community's interest in Ukraine grew unprecedentedly, reaching its peak. Now, we are witnessing a natural decline. We must be prepared that attention to Ukraine will continue to decline,” commented Maria Lypiatska, Head of BRAND UKRAINE.

This trend is confirmed by other international rankings. For example, in the U.S. News Best Countries ranking 2023, Ukraine ranked 68th out of 87, six positions lower than last year. The number of publications about Ukraine in foreign media has decreased, and Russia's war in Ukraine has become the topic most often deliberately avoided when consuming news content, according to the Reuters Institute Digital News Report 2023.

“The trend is changing, but I would not call the situation a deadlock. We must respond deliberately to the changes in the international information field and offer new approaches to highlight Ukraine's position and our fight. It is essential to understand the global agenda, including other challenges that arise in the world, and take this into account in our communications with foreign audiences," added Maria Lypiatska.

The annual Anholt-GfK Nation Brands Index assesses the perception of the population of the 20 most developed economies of the world of the national brands of 60 countries with the most significant geopolitical importance. The index considers indicators in exports, government, culture, population, tourism, immigration, and investment. In 2023, approximately 60,000 respondents took part in the online survey.