How do members of the public perceive Belgium and its regions?
Nationalist sentiments play an important role in the way in which people perceive Belgium, Flanders, Wallonia and Brussels as brands. Comparing the perceptions of the Flemish with those of the Walloons, we can see that we are much more familiar with our home region and attribute a stronger personality to it. The Flemish take the view that Flanders scores significantly better on all personality factors than Wallonia; the Walloons regard Wallonia as significantly more lively, as an established value and as less aggressive. Overall, Flanders is regarded as most lively and as an unchanging/established value; Wallonia scores significantly less well on these personality characteristics. However, Wallonia does very well in terms of having a simple and emotional personality. In terms of aggressiveness (impatient, aggressive, bold and pretentious) Brussels scores highest, followed by Flanders, Belgium and Wallonia. The Flemish and the Walloons are in almost complete agreement about the Belgium
