The people of Britain are its greatest asset according to a new survey assessing the strength of country branding.

The UK was given third place in the Anholt-GMI Nation Brands Index of 25 countries for its people.

It was also ranked fourth for its cultural heritage and seventh as the place people most aspire to go to.

Overall, the UK is perceived as the world’s fourth favourite nation behind Australia, Canada and Switzerland.

The report also gave special mention to Britain’s “uniquely robust” brand profile that is “both consistent and positive”.

Simon Anholt, co-founder of the index, said: “The UK is the only mainstream nation in the top five Nation Brands and is ahead of France and Germany. To have such a positive reputation is quite an achievement for Brand Britain.”

The Anholt-GMI Nation Brands Index is based on the opinion of 10,000 consumers from 10 countries. It considers a nation’s brands, governance, culture, tourism, people and investment potential.

Buy this week's Caterer magazine for more industry news and analysis