Documente Academic
Documente Profesional
Documente Cultură
2012-13
Themes of 2012-13:
Leaders at a Glance
Tomorrows Leading
Country Brands:
The Future 15
40
The Dimensions of
a Country Brand
Future Forward
60
69
93
I N T RO D U C T I O N
I N T RO D U C T I O N
I N T RO D U C T I O N R A N K I N G S
SWITZERLAND
AUSTRALIA
+1 from 2012
-1
CANADA
JAPAN
SWEDEN
GERMANY
UNITED STATES
FINLAND
10
NORWAY
DENMARK
13
FRANCE
14
SINGAPORE
15
ITALY
11 UNITED KINGDOM 12
+2
-1
+4
+3
+1
-2
-4
+3
-1
+2
NEW ZEALAND
-2
+2
-5
16
MALDIVES
17
AUSTRIA
18
NETHERLANDS
+5
19
SPAIN
-5
20
MAURITIUS
21
IRELAND
22
ICELAND
23
UNITED ARAB
EMIRATES +2
24
BERMUDA
25
COSTA RICA
+2
-1
-3
-3
+2
-1
I N T RO D U C T I O N
Our Methodology
I N T RO D U C T I O N O ur M ethodology
HIERARCHICAL
DECISION MODEL (HDM)
FutureBrand's proprietary model for determining
how key audiences perceive a country's brand.
AWARENESS
Do key audiences know that the country exists?
How top-of-mind is it?
FAMILIARITY
How well do people know the country and
its offerings?
ASSOCIATIONS
What qualities come to mind when
people think of the country?
ASSOCIATION DIMENSIONS
The basic elements of a country brand's
strength as we know it today.
VALUE
SYSTEM
QUALITY
OF LIFE
GOOD FOR
BUSINESS
HERITAGE
AND CULTURE
TOURISM
Political
Freedom
Education
System
Investment
Climate
History
Value for
Money
Environmental
Friendliness
Healthcare
System
Advanced
Technology
Art and
Culture
Attractions
Stable Legal
Environment
Standard
of Living
Regulatory
Environment
Authenticity
Resort and
Lodging Options
Tolerance
Safety
Skilled
Workforce
Natural Beauty
Food
Freedom
of Speech
Job
Opportunity
PREFERENCE
Most Like to
Live In
CONSIDERATION
INFLUENCE
SUSTAINABILITY
GROWTH
HUMAN CAPITAL
INVESTMENT
DECISION/VISITATION
To what extend do people follow through
and visit the country or establish a
commercial relationship?
GOVERNANCE
ADVOCACY
Do visitors recommend the country to family,
friends and colleagues?
FUTURE DRIVERS
The core elements that impact a country
brand's strength in the future.
Robert Cevero
Professor
Department of City and Regional Planning
University of California, Berkeley:
The public impression of a country
is important as a source of national pride.
Invariably, people source part of their own
identity from the image of their country.
Themes of
2012-13: Leaders
at a Glance
A Model Nation for a Modern Era
12
15
Brand UK
18
21
27
30
35
10
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
SWITZERLAND
11
09
10
11
Rank
QUALITY
OF LIFE
Rank
GOOD FOR
BUSINESS
Rank
Rank
HERITAGE
4
AND CULTURE
TOURISM
AWARENESS
13
Political
Freedom
Education
System
Investment
Climate
History
18
Value for
Money
10
FAMILIARITY
11
Environ.
Friendly
Healthcare
System
Advanced
Tech.
Art and
Culture
10
Attractions
Stable Legal
Environ.
Standard
of Living
Regulatory
Environ.
Authentic
Resort and
Lodging
Skilled
Workforce
Natural
Beauty
Food
ASSOCIATIONS
RANKINGS
Rank
PREFERENCE
10
Tolerance
Safety
CONSIDERATION
11
Freedom
of Speech
Job Opp.
DECISION/VISIT
Most Like
to Live In
ADVOCACY
19
12
118th
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
11
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
SWEDEN
10
21
09
10
11
Rank
Rank
QUALITY
OF LIFE
GOOD FOR
BUSINESS
Rank
Rank
HERITAGE
12
AND CULTURE
Rank
TOURISM
14
AWARENESS
22
Political
Freedom
Education
System
Investment
Climate
12
History
35
Value for
Money
15
FAMILIARITY
27
Environ.
Friendly
Healthcare
System
Advanced
Tech.
Art and
Culture
14
Attractions
18
Stable Legal
Environ.
Standard
of Living
Regulatory
Environ.
Authentic
Resort and
Lodging
12
Skilled
Workforce
Natural
Beauty
Food
12
ASSOCIATIONS
RANKINGS
PREFERENCE
32
Tolerance
Safety
CONSIDERATION
28
Freedom
of Speech
Job Opp.
14
DECISION/VISIT
27
Most Like
to Live In
ADVOCACY
12
12
118th
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
12
Swedens economic security and predictability have made it a globallyrecognized pace-setter in everything from life expectancy to
political participation.
Photo: Stockholms iconic skyline and harbor in summer.
13
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
GERMANY
09
11
10
11
11
Rank
QUALITY
OF LIFE
Rank
GOOD FOR
BUSINESS
Rank
Rank
HERITAGE
7
AND CULTURE
TOURISM
AWARENESS
Political
Freedom
Education
System
Investment
Climate
History
Value for
Money
FAMILIARITY
Environ.
Friendly
Healthcare
System
Advanced
Tech.
Art and
Culture
Attractions
12
Stable Legal
Environ.
Standard
of Living
Regulatory
Environ.
Authentic
Resort and
Lodging
11
Skilled
Workforce
Natural
Beauty
Food
ASSOCIATIONS
RANKINGS
Rank
PREFERENCE
Tolerance
12
Safety
CONSIDERATION
Freedom
of Speech
Job Opp.
DECISION/VISIT
Most Like
to Live In
ADVOCACY
18
12
118th
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
56
Top 60
1st
Top 60
1st
14
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
UNITED STATES
OF AMERICA
09
10
11
Rank
14
QUALITY
OF LIFE
15
GOOD FOR
BUSINESS
Rank
Rank
HERITAGE
31
AND CULTURE
Rank
TOURISM
AWARENESS
Political
Freedom
Education
System
14 Investment
History
31
Value for
Money
FAMILIARITY
Environ.
Friendly
30
Healthcare
System
19 Advanced
Art and
Culture
24
Attractions
Stable Legal
Environ.
14
Standard
of Living
15 Regulatory
15
Authentic
20
Resort and
Lodging
19 Skilled
10
Natural
Beauty
62
Food
18
ASSOCIATIONS
RANKINGS
Rank
Climate
Tech.
Environ.
PREFERENCE
Tolerance
16
Safety
CONSIDERATION
Freedom
of Speech
Job Opp.
DECISION/VISIT
Most Like
to Live In
13
ADVOCACY
12
118th
Top 60
1st
Top 60
1st
Workforce
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
15
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16
17
Brand UK
United Kingdom (11)
The London 2012 opening ceremony was one of the definitive events
in an eighteen month celebration of brand UK.
18
19
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
UNITED
kingdom
09
10
11
13
11
Rank
Rank
11
QUALITY
OF LIFE
14
GOOD FOR
BUSINESS
Rank
Rank
11
HERITAGE
5
AND CULTURE
Rank
TOURISM
19
AWARENESS
10
Political
Freedom
Education
System
10 Investment
18
History
Value for
Money
FAMILIARITY
Environ.
Friendly
18
Healthcare
System
11
10
Art and
Culture
Attractions
Stable Legal
Environ.
10
Standard
of Living
16 Regulatory
12
Authentic
22
Resort and
Lodging
26
11
Natural
Beauty
39
Food
35
ASSOCIATIONS
RANKINGS
Climate
Advanced
Tech.
Environ.
PREFERENCE
Tolerance
13
Safety
15 Skilled
CONSIDERATION
Freedom
of Speech
11
Job Opp.
DECISION/VISIT
Most Like
to Live In
16
ADVOCACY
14
12
118th
Top 60
1st
Top 60
1st
Workforce
Top 60
1st
Top 60
1st
Top 60
1st
18
Top 60
1st
20
Economically troubled,
yes. But beautiful
(and hopeful), too.
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
portugal
34
09
29
10
30
11
32
Rank
25
QUALITY
OF LIFE
35
GOOD FOR
BUSINESS
Rank
Rank
38
HERITAGE
61
AND CULTURE
Rank
TOURISM
36
AWARENESS
12
Political
Freedom
25
Education
System
31 Investment
47
History
40
Value for
Money
30
FAMILIARITY
16
Environ.
Friendly
33
Healthcare
System
35 Advanced
36
Art and
Culture
38
Attractions
48
Stable Legal
Environ.
22
Standard
of Living
41 Regulatory
36
Authentic
69
Resort and
Lodging
50
33
Natural
Beauty
77
Food
16
ASSOCIATIONS
RANKINGS
Rank
Climate
Tech.
Environ.
PREFERENCE
29
Tolerance
24
Safety
37 Skilled
CONSIDERATION
15
Freedom
of Speech
26
Job Opp.
44
DECISION/VISIT
20
Most Like
to Live In
32
ADVOCACY
27
12
118th
Top 60
1st
Top 60
1st
Workforce
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
21
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
GREECE
14
22
09
10
27
11
39
Rank
72
QUALITY
OF LIFE
87
GOOD FOR
BUSINESS
Rank
Rank
78
HERITAGE
18
AND CULTURE
Rank
TOURISM
45
AWARENESS
Political
Freedom
88
Education
System
87 Investment
97
History
Value for
Money
87
FAMILIARITY
Environ.
Friendly
83
Healthcare
System
102 Advanced
63
Art and
Culture
11
Attractions
32
Stable Legal
Environ.
77
Standard
of Living
85 Regulatory
78
Authentic
63
Resort and
Lodging
53
71
Skilled
Workforce
84
Natural
Beauty
36
Food
23
ASSOCIATIONS
RANKINGS
Rank
Climate
Tech.
Environ.
PREFERENCE
Tolerance
67
Safety
CONSIDERATION
Freedom
of Speech
59
Job Opp.
100
DECISION/VISIT
Most Like
to Live In
79
ADVOCACY
37
12
118th
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
22
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Madrid-Barajas Airport is
a physical symbol of Spains
prowess in the Preference
and Consideration
dimensions, and is one of
Europes leading airports
with a shuttle connection to
Barcelona that is also the
busiest air route on
the continent.
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
SPAIN
10
09
14
10
14
11
19
Rank
21
QUALITY
OF LIFE
25
GOOD FOR
BUSINESS
Rank
Rank
24
HERITAGE
11
AND CULTURE
Rank
TOURISM
15
AWARENESS
Political
Freedom
20
Education
System
25 Investment
32
History
11
Value for
Money
34
FAMILIARITY
Environ.
Friendly
31
Healthcare
System
25 Advanced
22
Art and
Culture
Attractions
15
Stable Legal
Environ.
23
Standard
of Living
27 Regulatory
24
Authentic
29
Resort and
Lodging
24
36
Natural
Beauty
26
Food
ASSOCIATIONS
RANKINGS
Rank
Climate
Tech.
Environ.
PREFERENCE
13
Tolerance
17
Safety
31 Skilled
CONSIDERATION
Freedom
of Speech
19
Job Opp.
46
DECISION/VISIT
Most Like
to Live In
20
ADVOCACY
12
118th
Top 60
1st
Top 60
1st
Workforce
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
24
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
ITAly
09
12
10
10
11
15
Rank
23
QUALITY
OF LIFE
Rank
21
GOOD FOR
BUSINESS
Rank
Rank
HERITAGE
1
AND CULTURE
23
TOURISM
AWARENESS
Political
Freedom
21
Education
System
23 Investment
38
History
Value for
Money
FAMILIARITY
Environ.
Friendly
35
Healthcare
System
28 Advanced
23
Art and
Culture
Attractions
Stable Legal
Environ.
25
Standard
of Living
22 Regulatory
23
Authentic
19
Resort and
Lodging
15
22
Natural
Beauty
11
Food
ASSOCIATIONS
RANKINGS
Rank
Climate
Tech.
Environ.
PREFERENCE
Tolerance
22
Safety
33 Skilled
CONSIDERATION
Freedom
of Speech
18
Job Opp.
39
DECISION/VISIT
Most Like
to Live In
19
ADVOCACY
12
118th
Top 60
1st
Top 60
1st
Workforce
Top 60
1st
Top 60
1st
Top 60
1st
28
Top 60
1st
25
A lively scene in the Temple Bar area of Dublin. With almost half
of its citizens under the age of 25, Dublin is not only one of
Europes most youthful cities, but also one of its fastest
growing tourist destinations.
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
ireland
12
09
17
10
20
11
21
Rank
26
QUALITY
OF LIFE
28
GOOD FOR
BUSINESS
Rank
Rank
25
HERITAGE
17
AND CULTURE
Rank
TOURISM
52
AWARENESS
30
Political
Freedom
27
Education
System
22 Investment
55
History
13
Value for
Money
94
FAMILIARITY
21
Environ.
Friendly
28
Healthcare
System
29 Advanced
24
Art and
Culture
28
Attractions
31
Stable Legal
Environ.
30
Standard
of Living
31 Regulatory
26
Authentic
17
Resort and
Lodging
35
21
Natural
Beauty
21
Food
75
ASSOCIATIONS
RANKINGS
Rank
Climate
Tech.
Environ.
PREFERENCE
27
Tolerance
33
Safety
26 Skilled
CONSIDERATION
27
Freedom
of Speech
23
Job Opp.
34
DECISION/VISIT
24
Most Like
to Live In
25
ADVOCACY
20
12
118th
Top 60
1st
Top 60
1st
Workforce
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
26
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
FINLAND
16
09
10
11
Rank
QUALITY
OF LIFE
GOOD FOR
BUSINESS
Rank
Rank
HERITAGE
16
AND CULTURE
Rank
TOURISM
26
AWARENESS
33
Political
Freedom
11
Education
System
Investment
Climate
11
History
48
Value for
Money
21
FAMILIARITY
37
Environ.
Friendly
Healthcare
System
Advanced
Tech.
11
Art and
Culture
20
Attractions
43
Stable Legal
Environ.
Standard
of Living
Regulatory
Environ.
Authentic
Resort and
Lodging
28
Skilled
Workforce
Natural
Beauty
Food
19
ASSOCIATIONS
RANKINGS
Rank
PREFERENCE
42
Tolerance
Safety
CONSIDERATION
36
Freedom
of Speech
10
Job Opp.
12
DECISION/VISIT
42
Most Like
to Live In
ADVOCACY
21
12
118th
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
27
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
DENMARK
23
09
19
10
15
11
12
Rank
QUALITY
OF LIFE
GOOD FOR
BUSINESS
Rank
Rank
HERITAGE
22
AND CULTURE
Rank
TOURISM
23
AWARENESS
36
Political
Freedom
Education
System
Investment
Climate
10
History
30
Value for
Money
26
FAMILIARITY
35
Environ.
Friendly
Healthcare
System
Advanced
Tech.
12
Art and
Culture
16
Attractions
29
Stable Legal
Environ.
Standard
of Living
Regulatory
Environ.
Authentic
21
Resort and
Lodging
25
Skilled
Workforce
Natural
Beauty
34
Food
34
ASSOCIATIONS
RANKINGS
Rank
PREFERENCE
56
Tolerance
Safety
CONSIDERATION
38
Freedom
of Speech
Job Opp.
DECISION/VISIT
30
Most Like
to Live In
ADVOCACY
17
12
118th
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
28
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
NORWAY
13
12
10
10
11
QUALITY
OF LIFE
GOOD FOR
BUSINESS
Rank
Rank
10
HERITAGE
15
AND CULTURE
Rank
TOURISM
21
35
Political
Freedom
10
Education
System
Investment
Climate
15
History
37
Value for
Money
17
FAMILIARITY
36
Environ.
Friendly
Healthcare
System
Advanced
Tech.
15
Art and
Culture
18
Attractions
16
Stable Legal
Environ.
Standard
of Living
Regulatory
Environ.
Authentic
Resort and
Lodging
23
Skilled
Workforce
Natural
Beauty
Food
45
PREFERENCE
39
Tolerance
Safety
CONSIDERATION
39
Freedom
of Speech
Job Opp.
21
DECISION/VISIT
37
Most Like
to Live In
ADVOCACY
25
22
09
Rank
AWARENESS
ASSOCIATIONS
RANKINGS
Rank
12
118th
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
29
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
Mauritius
26
09
21
10
22
11
20
Rank
24
QUALITY
OF LIFE
23
GOOD FOR
BUSINESS
Rank
Rank
30
HERITAGE
24
AND CULTURE
Rank
TOURISM
AWARENESS
109
Political
Freedom
26
Education
System
34 Investment
17
History
58
Value for
Money
13
FAMILIARITY
73
Environ.
Friendly
15
Healthcare
System
38 Advanced
41
Art and
Culture
43
Attractions
20
Stable Legal
Environ.
28
Standard
of Living
33 Regulatory
22
Authentic
25
Resort and
Lodging
39
Natural
Beauty
ASSOCIATIONS
RANKINGS
Rank
Mauritius beaches and resorts are a major driver for the countrys
top rankings in Natural Beauty and Resort and Lodging Options.
Climate
Tech.
Environ.
PREFERENCE
28
Tolerance
27
Safety
22 Skilled
CONSIDERATION
43
Freedom
of Speech
24
Job Opp.
27
DECISION/VISIT
56
Most Like
to Live In
12
ADVOCACY
26
12
118th
Top 60
1st
Top 60
1st
Workforce
Top 60
1st
Top 60
1st
Top 60
1st
13
Food
Top 60
1st
30
Mauritius multilingual
population, political stability
and reliable legal framework
have provided for sound financial
regulations and a robust
economic climate.
Photo: Port Louis at night, Mauritius capital.
31
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
bermuda
15
09
18
10
21
11
24
Rank
22
QUALITY
OF LIFE
27
GOOD FOR
BUSINESS
Rank
Rank
22
HERITAGE
29
AND CULTURE
Rank
TOURISM
24
AWARENESS
88
Political
Freedom
24
Education
System
39 Investment
24
History
39
Value for
Money
35
FAMILIARITY
68
Environ.
Friendly
27
Healthcare
System
30 Advanced
26
Art and
Culture
53
Attractions
33
Stable Legal
Environ.
21
Standard
of Living
25 Regulatory
21
Authentic
31
Resort and
Lodging
20
25
Natural
Beauty
12
Food
31
ASSOCIATIONS
RANKINGS
Rank
Climate
Tech.
Environ.
PREFERENCE
49
Tolerance
18
Safety
24 Skilled
CONSIDERATION
54
Freedom
of Speech
22
Job Opp.
30
DECISION/VISIT
70
Most Like
to Live In
22
ADVOCACY
36
12
118th
Top 60
1st
Top 60
1st
Workforce
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
32
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
maldives
19
16
18
16
10
11
34
QUALITY
OF LIFE
41
GOOD FOR
BUSINESS
Rank
Rank
53
HERITAGE
34
AND CULTURE
Rank
TOURISM
20
73
Political
Freedom
51
Education
System
77 Investment
57
History
94
Value for
Money
27
FAMILIARITY
50
Environ.
Friendly
16
Healthcare
System
47 Advanced
61
Art and
Culture
85
Attractions
37
Stable Legal
Environ.
42
Standard
of Living
43 Regulatory
32
Authentic
10
Resort and
Lodging
57
Natural
Beauty
Food
Climate
Tech.
Environ.
PREFERENCE
Tolerance
37
Safety
29 Skilled
CONSIDERATION
21
Freedom
of Speech
56
Job Opp.
78
DECISION/VISIT
48
Most Like
to Live In
21
12
118th
Workforce
39
ADVOCACY
09
Rank
AWARENESS
ASSOCIATIONS
RANKINGS
Rank
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
33
34
Singapores Esplanadeone of
the worlds busiest art centers
is one example of the city-states
investments in tourism.
35
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
singapore
13
09
15
10
16
11
14
Rank
17
QUALITY
OF LIFE
11
GOOD FOR
BUSINESS
AWARENESS
27
Political
Freedom
22
Education
System
FAMILIARITY
14
Environ.
Friendly
13
Healthcare
System
14 Advanced
Stable Legal
Environ.
13
Standard
of Living
11
7
ASSOCIATIONS
RANKINGS
Rank
24
Tolerance
23
Safety
CONSIDERATION
19
Freedom
of Speech
27
Job Opp.
10
DECISION/VISIT
14
Most Like
to Live In
10
ADVOCACY
23
12
118th
Top 60
1st
Top 60
1st
Top 60
1st
Rank
HERITAGE
62
AND CULTURE
Rank
TOURISM
18
History
78
Value for
Money
16
Art and
Culture
41
Attractions
30
Regulatory
Environ.
Authentic
36
Resort and
Lodging
27
Skilled
Workforce
Natural
Beauty
86
Food
Investment
Climate
Tech.
PREFERENCE
Rank
Top 60
1st
Top 60
1st
Top 60
1st
36
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
UNITED ARAb
EMIRATES
23
09
28
10
25
11
23
Rank
33
QUALITY
OF LIFE
17
GOOD FOR
BUSINESS
Rank
Rank
13
HERITAGE
63
AND CULTURE
Rank
TOURISM
12
AWARENESS
65
Political
Freedom
46
Education
System
20 Investment
History
57
Value for
Money
11
FAMILIARITY
45
Environ.
Friendly
25
Healthcare
System
17
Art and
Culture
50
Attractions
13
Stable Legal
Environ.
19
Standard
of Living
13 Regulatory
17
Authentic
38
Resort and
Lodging
19
Natural
Beauty
92
Food
ASSOCIATIONS
RANKINGS
Rank
Climate
Advanced
Tech.
Environ.
PREFERENCE
25
Tolerance
40
Safety
18 Skilled
CONSIDERATION
34
Freedom
of Speech
57
Job Opp.
DECISION/VISIT
39
Most Like
to Live In
17
ADVOCACY
66
12
118th
Top 60
1st
Top 60
1st
Workforce
Top 60
1st
Top 60
1st
Top 60
1st
20
Top 60
1st
37
HIERARCHICAL DECISION
MODEL (HDM)
COUNTRY
Rank
ASSOCIATION
DIMENSIONS
VALUE
SYSTEM
CoSTA RICA
28
09
27
10
24
11
25
Rank
36
QUALITY
OF LIFE
51
GOOD FOR
BUSINESS
Rank
Rank
57
HERITAGE
30
AND CULTURE
Rank
TOURISM
28
AWARENESS
63
Political
Freedom
34
Education
System
50 Investment
48
History
56
Value for
Money
14
FAMILIARITY
67
Environ.
Friendly
23
Healthcare
System
56 Advanced
58
Art and
Culture
42
Attractions
27
Stable Legal
Environ.
54
Standard
of Living
53 Regulatory
43
Authentic
18
Resort and
Lodging
30
69
Natural
Beauty
18
Food
50
ASSOCIATIONS
RANKINGS
Rank
Climate
Tech.
Environ.
PREFERENCE
48
Tolerance
43
Safety
48 Skilled
CONSIDERATION
55
Freedom
of Speech
42
Job Opp.
68
DECISION/VISIT
67
Most Like
to Live In
39
ADVOCACY
33
12
118th
Top 60
1st
Top 60
1st
Workforce
Top 60
1st
Top 60
1st
Top 60
1st
Top 60
1st
38
Franz Grady
Associate of the EastWest Institute:
The general misconception is that
as a great power you have to
dominate in every single field
economy, military, politics.
But in the future, youll see a shift
towards specialized strengths
from countries.
39
Tomorrow's
Leading Country
Brands:
The Future 15
Future Strength Determined by Future Drivers
41
43
44
40
AWARENESS
Do key audiences know that the country exists?
How top-of-mind is it?
FAMILIARITY
ASSOCIATIONS
What qualities come to mind when
people think of the country?
PREFERENCE
VALUE
SYSTEM
QUALITY
OF LIFE
GOOD FOR
BUSINESS
HERITAGE
& CULTURE
TOURISM
Political
Freedom
Education
System
Investment
Climate
History
Value for
Money
Environmental
Friendliness
Healthcare
System
Advanced
Technology
Art and
Culture
Attractions
Stable Legal
Environment
Standard
of Living
Regulatory
Environment
Authenticity
Resort and
Lodging Options
Tolerance
Safety
Skilled
Workforce
Natural Beauty
Food
Freedom
of Speech
Job
Opportunity
Most Like to
Live In
CONSIDERATION
INFLUENCE
SUSTAINABILITY
ADVOCACY
GROWTH
DECISION/VISITATION
To what extend do people follow through
and visit the country or establish a
commercial relationship?
HUMAN CAPITAL
INVESTMENT
ASSOCIATION DIMENSIONS
GOVERNANCE
FUTURE DRIVERS
The core elements that impact a country
brand's strength in the future.
41
42
Meet the
Future 15
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
43
FUTURE DRIVERS
RANKINGS
1
United Arab
Emirates
Governance
Investment
Human Capital
Growth
Sustainability
Influence
44
FUTURE DRIVERS
RANKINGS
2
Governance
Chile
Chiles government is
making all the right moves
in working toward
nationwide development.
Investment
Human Capital
Growth
Sustainability
Influence
11
45
FUTURE DRIVERS
RANKINGS
3
Malaysia
Governance
Investment
Human Capital
Growth
Sustainability
Influence
10
12
46
FUTURE DRIVERS
RANKINGS
4
Qatar
Governance
Investment
Human Capital
Growth
Sustainability
Influence
13
47
TO M O R ROW ' S L E A D I N G CO U N T RY B R A N D S: T H E FU T U R E 1 5
FUTURE 15
RANKING
FUTURE DRIVERS
RANKINGS
5
Estonia
GOVERNANCE
INVESTMENT
HUMAN CAPITAL
GROWTH
SUSTAINABILITY
INFLUENCE
22
48
FUTURE DRIVERS
RANKINGS
6
China
Governance
Investment
Human Capital
Growth
Sustainability
Influence
15
10
10
49
FUTURE DRIVERS
RANKINGS
7
Iceland
Governance
Investment
Human Capital
Growth
Sustainability
Influence
20
26
22
50
FUTURE DRIVERS
RANKINGS
8
Mexico
Governance
Investment
Human Capital
Growth
Sustainability
Influence
16
11
14
11
However, the countrys poor security, transnational threats and pervasive corruption pose
great barriers to Mexico realizing its potential. To
address the debilitating levels of corruption, the
government has enacted proactive measures to
reform the countrys legal framework and stabilize
its democratic institutions.
Poverty and a lack of access to education and
training programs are also a systemic problem,
leading to a largely unproductive workforce.
Increased internal investment in these types of
services is critical to Mexicos success as well as to
the happiness of its citizens.
Although growing pains are to be expected in
this process, experts are predicting a positive
turn for the countrys political, economic
and social systems in coming years. If these
predictions hold true, Mexico could well become
a global heavyweight.
51
FUTURE DRIVERS
RANKINGS
9
Brazil
Governance
Investment
Human Capital
Growth
Sustainability
Influence
17
14
21
15
52
FUTURE DRIVERS
RANKINGS
10
Turkey
Governance
Investment
Human Capital
Growth
Sustainability
Influence
12
13
15
19
12
53
FUTURE DRIVERS
RANKINGS
11
Thailand
Governance
Investment
Human Capital
Growth
Sustainability
Influence
11
12
20
14
54
FUTURE DRIVERS
RANKINGS
12
Colombia
In a changing, growing
Colombia, old appearances
may be the most deceiving
of all.
Governance
Investment
Human Capital
Growth
Sustainability
Influence
14
12
16
10
16
10
55
FUTURE DRIVERS
RANKINGS
13
India
By investing in infrastructure
and education, India proves
that even giants have a
soft side.
Governance
Investment
Human Capital
Growth
Sustainability
Influence
23
17
11
17
56
TO M O R ROW ' S L E A D I N G CO U N T RY B R A N D S: T H E FU T U R E 1 5
FUTURE 15
RANKING
FUTURE DRIVERS
RANKINGS
14
Kazakhstan
Strong among its
neighbors and eager to
grow, Kazakhstan is
making strides towards a
promising tomorrow.
GOVERNANCE
INVESTMENT
HUMAN CAPITAL
GROWTH
SUSTAINABILITY
INFLUENCE
10
21
13
15
57
FUTURE DRIVERS
RANKINGS
15
Vietnam
Governance
Investment
Human Capital
Growth
Sustainability
Influence
18
18
21
18
17
58
Sadanand Dhume
Resident Fellow at the American Enterprise
Institute for Public Policy Research:
There are two levels of analysis
for a country: comparing it to
its own past and comparing it
to its peers.
The
FutureBrand
Country
Brand Index 201213
Country
Brand Index
201213
Rights Reserved
All
FutureBrand,
All Rights Reserved
59
59
The Region
Report
Middle East and North Africa
61
Europe
62
Latin America
63
Africa
64
Asia Pacific
65
66
The FutureBrand
Country
Brand Index 201213
Country
Brand Index
201213
60
T H E R EG I O N R EP O R T
ON THE RISE
EGYPT (58)
After six decades of military-backed autocracy,
2012 ushered in a new era for Egypt, with its first
democratically elected president, Mohamed Morsi.
Tasked with defining the future of the country,
President Morsi has vowed to fulfill the goals of
the Egyptian revolution through freedom and
democracy. Despite recent fallbacksincluding
QATAR (72)
As a Future 15 brand in this years CBI, Qatar
performs strongly across all six of our future drivers
of strength, especially in its economic, political and
cultural influence. Qatar has shown its potential as
a regional leader, playing a pivotal part in rebuilding
the Middle East and North Africa after last years
TUNISIA (91)
Tunisia is a country brand on the rise, with a
growing open economy, a wealthy, qualified
diaspora community and a successful transition
to democratic rule. As the country behind the
Arab Spring, today it's focused on building a new
order that balances the freedoms of democracy
and religion while delivering on a growing desire
61
T H E R EG I O N R EP O R T
ON THE RISE
Europe
Generally recognized as a region where people
are free to live openly, Europe is home to a large
number of mature and positively perceived
country brands. Once symbolic of the very values
essential to modern society, Europe has recently
faced rising sovereign debt levels, an economic
downturn and a decline in the overall standard
of livingimpairing the regions ability to impact
and influence the international community. Our
experts predict that, without an injection of
innovation and entrepreneurial spirit, the Eurozone
will continue to contract, conservative policies
will rise and normative power will be lost. Overall,
however, Europe continues to reign as a niche
power in high-tech products, military intelligence
ESTONIA (56)
As a Future 15 country on the rise, Estonia is a
model for other Eastern European countries.
Building positive momentum from economic
turmoil, Estonias investments in infrastructure,
trade relations and research and development have
positioned this Baltic state as a future powerhouse
and regional leader. Considered a haven for start-up
ICELAND (22)
Iceland is both a Future 15 country brand and
a country with some of the strongest positive
momentum in the region, having carved a path
from bankruptcy to a thriving economy in just a
matter of years. With strong and stable democratic
institutions, a diverse economy supported by a
robust fishing industry and a commitment to human
development, this island nation is a micro-model
TURKEY (45)
A global Future 15 country, Turkey is also making
great strides in its regionmaking it a country brand
to watch. Long heralded as a successful example
of Islamic democracy, Turkey balances its distinct
Middle Eastern roots with political and economic
foundations based in Western models. While Turkey
continues to campaign for EU membership, it also
62
T H E R EG I O N R EP O R T
ON THE RISE
Latin America
Over the past ten years, Latin America has
developed a strong sense of collective identity.
While individual member countries vary in their
histories, economies, societies, politics and overall
brand strength, they largely share a desire to build
a strong and successful future. Despite battling
issues around safety, economic stability and social
stratification in the past, two decades of relative
political calm have allowed the regions countries
to positively and effectively address these
concerns. With the recent discovery of energy
reserves, Latin America has also become home
to growing investment and consumer markets.
Increasingly seen by the world as a partner and a
growing global influence, our experts have touted
Latin America as the region to watch.
CHILE (34)
As this years number two Future 15 country
brand, Chile exemplifies what stable governance
and internally-focused investment can do for the
prosperity of a nation. Steadily working towards its
goal of being a developed nation by the year 2020,
Chile has already started eliminating trade barriers,
encouraging private investment and improving
PERU (40)
Peru is a country on the risewith its stable political
climate, interest in free trade agreements, growing
investments, large natural gas reserves and focus on
securing educational opportunities for its residents.
In a bid to make exports more competitive while
increasing the private sectors involvement in public
projects, Perus government will award significant
URUGUAY (52)
Democratic and progressing steadily, Uruguay
enjoys consistent economic growth, increasingly
strong ties with Europe and numerous free trade
agreements. In a move that reinforces its role
as a country on the rise, Uruguay's status was
upgraded to investment grade by both Moodys and
Standard & Poors in the past twelve months. Citing
strengthening economic performance, this boost
63
T H E R EG I O N R EP O R T
ON THE RISE
Africa
Throughout CBIs eight-year history, almost every
African country brand has underperformed,
indicating lingering, poor perceptions of this
largely under-developed continent. Decades of
devastating disease, malnutrition, corruption,
civil unrest and waralongside a burgeoning
population and poor capital infrastructurehave
put the region up against significant odds. That
said, it is an area with tremendous potential.
Our experts have been quick to point out
Africa's untapped assetsfrom an abundance of
agricultural resources to a growing middle class,
and countless other opportunities for growth. And
while our Future 15 does not include an African
country brand this year, a number of up-andcoming standoutsare worth noting.
NAMIBIA (48)
With consistently high CBI ratings each year,
Namibia demonstrates a significant amount of
future potential, particularly within its own region.
With democratic institutions and a stable political
environment, diverse wildlife and large amounts
of mineral-rich, available land, Namibia is wellpositioned for continued forward momentum.
NIGERIA (109)
Home to abundant oil reserves and other valuable
agricultural resources, Africas most populous
nation is rapidly gaining ground in the region.
Understanding the importance of infrastructure
investment for future growth, the Nigerian
government recently signed an agreement to
build enough oil refineries to safeguard processing
SENEGAL (90)
Senegals visionary leadership have been the force
behind its trusted democratic institutions, stable
economy, advanced infrastructure, educated
population and mineral-rich landultimately putting
it on the map as a strong player in Africa. With an
active, engaged population, Senegal wants to play a
more prominent international role.
64
T H E R EG I O N R EP O R T
ON THE RISE
Asia Pacific
A thriving juxtaposition of culture and commerce,
the Asia Pacific region is as diverse as it is wide.
Birthplace to some of the worlds best performing
companies, brands and products, the region is
also home to a significant number of country
brands that may be the powerhouse leaders
of tomorrow.
Although the area is still in flux and confronting
uncertainties, experts have contended for some
time that the economic center of the world is
shifting towards this region. Our experts went one
step further, describing Asia Pacific as the most
promising and dynamic region that the world
has to offer.
INDONESIA (78)
Rich in minerals, politically mature and home to a
fast-growing economy and middle class, Indonesia
is on track to be an important player in the region.
In line with its strategy to make Indonesia one of the
worlds ten biggest economies by 2025, January
2012 saw the country regain its investment grade
from Moodys for the first time since the Asian
PHILIPPINES (95)
In a world moving towards an improved economic,
political and social order through openness, equality
and shared wealth, the Philippines is poised to
take on both a regional and global leadership role.
Through strong partnerships with other powerhouse
countries and policies rooted in the principles of
democracy, human rights and good governance,
VIETNAM (69)
The number fifteen country brand in the Future 15,
Vietnam is widely recognized for its cultural capital,
entrepreneurial spirit and educated workforce. A
rising star in the region, Vietnam shows signs of
its potential as a leading source of manufactured
goods in Southeast Asia. With cheap, abundant
65
T H E R EG I O N R EP O R T
Country Brands
in a State
of Decline
Strong country brands come in many shapes and
sizes, but they share positive associations in a few
key areas: a reliable legal framework that protects
citizens and businesses; a corruption-free body
to enforce that framework; a political structure
that permits and encourages public participation;
and a reliable, transparent government devoted to
advocating whats best for its people.
No matter its resources, capital or power, a
countrys brand is often understood and judged
based on these foundational underpinnings.
The following are examples of country brands
struggling to overcome their perceptual barriers.
PAKISTAN (117)
Located at the crossroads of the strategically
important regions of South Asia, Central Asia and
Western Asia, Pakistan is home to several ancient
cultures. But, its history has also been characterized
by periods of military rule, political instability and
conflicts with neighboring countries. Poverty,
violence and human rights shortcomings have lent
themselves to debilitating levels of ethnic conflict
PARAGUAY (104)
Like its fellow declining country brands, Paraguay
is plagued by corruption, an unstable government
and a fragile infrastructure. In 2012, Paraguays
senate swiftly voted to impeach left-wing President
Fernando Lugo. The event caused widespread
concern and unrest, with other Latin American
governments quick to denounce the move as a
RUSSIA (83)
Russia is a country with a rich history and many
assetsincluding abundant natural resources, an
educated workforce, high levels of investment and
a truly global financial market. At the same time,
Russias elite-controlled political power, corruption,
censorship and underdeveloped legal system have
66
T H E R EG I O N R EP O R T
Country Brands
in a State
of Decline
SYRIA (111)
Once celebrated for its archeological riches, vibrant
historical sites and hospitable culture, Syria fell into
total free fall 18 months ago when citizens began
protesting their oppressive government. Despite
mounting international pressure, President Bashar
al-Assad has unapologetically used brutal force in
response to growing unrest and rebel activity in
the country, with authorities reporting over 17,000
UZBEKISTAN
In the face of ongoing criticism from the
international community, Uzbekistans policies on
human rights and individual freedoms are cited as
worst practice examples in the world. Widespread
reporting of the torture and mistreatment of
detainees, arbitrary arrests and the prevalence
of forced laborespecially during cotton harvest
seasonhave led to human rights watchdog groups
to define the country as an authoritarian state with
67
Alexander Cooley
Department Chair and
Professor of Political Science
Barnard College,Columbia University:
As countries grow and define
themselvesas they become
more in tune to the notions of
status and prestigetheyre
going to want to have metrics
to demonstrate these strides.
68
The Dimensions
of a Country
Brand
The Association Dimensions
70
Value System
71
Quality of Life
75
79
83
Tourism
87
69
T H E D I M EN S I O N S O F A CO U N T RY B R A N D
HIERARCHICAL
DECISION MODEL (HDM)
ASSOCIATION DIMENSIONS
AWARENESS
Do key audiences know that the country exists?
How top-of-mind is it?
FAMILIARITY
How well do people know the country and
its offerings?
ASSOCIATIONS
What qualities come to mind when
people think of the country?
PREFERENCE
VALUE
SYSTEM
QUALITY
OF LIFE
GOOD FOR
BUSINESS
HERITAGE
& CULTURE
TOURISM
Political
Freedom
Education
System
Investment
Climate
History
Value for
Money
Environmental
Friendliness
Healthcare
System
Advanced
Technology
Art and
Culture
Attractions
Stable Legal
Environment
Standard
of Living
Regulatory
Environment
Authenticity
Resort and
Lodging Options
Tolerance
Safety
Skilled
Workforce
Natural Beauty
Food
Freedom
of Speech
Job
Opportunity
Most Like to
Live In
CONSIDERATION
INFLUENCE
SUSTAINABILITY
GROWTH
ADVOCACY
HUMAN CAPITAL
DECISION/VISITATION
To what extend do people follow through
and visit the country or establish a
commercial relationship?
INVESTMENT
GOVERNANCE
FUTURE DRIVERS
The core elements that impact a country
brand's strength in the future.
70
T H E D I M EN S I O N S O F A CO U N T RY B R A N D
Value System
A countrys values are the foundation for its
success and a fundamental component of
brand strength. When a country is recognized
as a place where people are free to live openly,
where the rule of law is respected and upheld,
where businesses can thrive and institutions
are trusted, its brand is positioned to grow
and prosper. As values that are essential to
modern society and crucial in the development
of credible country brands, the 2012-13 CBI
ranking for Value System includes Political
Freedom, Environmental Friendliness,
Stable Legal Environment, Tolerance and
Freedom of Speech.
As would be expected, our top overall brands
are often well represented in the Value System
dimension. But this year, a newthough
perhaps unsurprisingleader reigns. Switzerland
jumped six places to number one, overtaking
Sweden to be the country brand with the most
positive perceptions globally around Value
System. A peaceful, neutral, stable and free
country with a strong focus on environmental
sustainability, Switzerland is perceived as
the strongest-performing brand for Political
Freedom, Environmental Friendliness and Stable
Legal Environment. Brand Scandinavia also
demonstrates strengths in each measure of this
71
T H E D I M EN S I O N S O F A CO U N T RY B R A N D value system
VALUE SYSTEM TOP 25
1 Switzerland (+6)
overall
rank
2 SWEDEN (-1)
3 DENMARK (-1)
12
4 NETHERLANDS (+4)
18
5 FINLAND (-2)
6 CANADA (-1)
7 NORWAY (-3)
10
9 GERMANY (+3)
10 AUSTRALIA
11
12 AUSTRIA (-1)
17
13 JAPAN (+3)
14 UNITED STATES
15 ICELAND (-6)
22
16 france (+1)
13
17 singapore (+2)
14
18 belgium (-3)
31
19 estonia (+15)
56
20 malta (+6)
38
21 spain (-1)
19
22 bermuda (-1)
24
23 italy (-1)
15
24 mauritius (+4)
20
25 portugal (-2)
32
72
T H E D I M EN S I O N S O F A CO U N T RY B R A N D value system
Environmental
Friendliness
dimension
rank
Switzerland
Freedom
of Speech
overall
rank
dimension
rank
2 Finland
3 Norway
overall
rank
dimension
rank
2 Netherlands
18
2 Netherlands
18
10
3 Denmark
12
3 Germany
4 Sweden
4 Switzerland
4 Sweden
5 Denmark
12
5 New Zealand
5 Canada
6 Canada
6 Canada
6 Denmark
12
New Zealand
8 New Zealand
8 Norway
10
8 United Kingdom
11
9 Germany
9 United States
9 United States
Germany
Switzerland
overall
rank
Japan
Sweden
Political
Freedom
1
10 Netherlands
18
10 Finland
10 Norway
10
1 1 Australia
1 1 United Kingdom
11
1 1 Finland
1 2 Iceland
22
1 2 Iceland
22
1 2 Australia
1 3 Singapore
14
1 3 Australia
1 3 France
13
14 Austria
17
14 Austria
17
14 Austria
17
1 5 Mauritius
20
1 5 France
13
1 5 Malta
38
73
Stable Legal
Environment
dimension
rank
Switzerland
Tolerance
overall
rank
dimension
rank
Netherlands
overall
rank
2 Sweden
2 Sweden
3 Denmark
12
3 Finland
4 Finland
4 Denmark
12
5 Norway
10
5 Canada
6 Germany
6 Norway
10
Canada
8 Netherlands
18
8 Switzerland
9 New Zealand
9 Australia
New Zealand
18
10 United Kingdom
11
10 Japan
1 1 Australia
1 1 Iceland
22
1 2 Austria
17
1 2 Germany
1 3 Singapore
14
1 3 United Kingdom
11
14 United States
14 Austria
17
1 5 Japan
1 5 France
13
74
T H E D I M EN S I O N S O F A CO U N T RY B R A N D
Quality of Life
Quality of Life represents a countrys capacity
to offer gainful employment, affordable
and comfortable housing, an accessible and
competitive education, sufficient healthcare
and security to its citizens and residents.
Intrinsically linked to Value System, this
dimension is about cultivating an environment
that positions a countrys people to thrive.
Evaluating a broad array of attributes, the
2012-13 CBI ranking for Quality of Life
includes Healthcare System, Education
System, Standard of Living, Safety, Job
Opportunity and Most Like to Live In.
75
T H E D I M EN S I O N S O F A CO U N T RY B R A N D quality of life
Quality of life Top 25
1 Switzerland (+1)
overall
rank
2 DENmark (+3)
12
3 canada (+3)
4 Sweden (-3)
5 germany (+4)
6 finland (-2)
7 norway (-4)
10
8 japan (-1)
10 australia (-2)
11 singapore
14
12 austria (-2)
17
13 netherlands (+2)
18
11
16 france (+2)
13
22
19 belgium (-3)
31
20 estonia (+11)
56
21 italy
15
60
23 mauritius (+12)
20
24 oman (+13)
55
25 spain (-5)
19
76
T H E D I M EN S I O N S O F A CO U N T RY B R A N D quality of life
Education
System
dimension
rank
Sweden
Healthcare
System
overall
rank
dimension
rank
2 Switzerland
3 Denmark
overall
rank
dimension
rank
2 Switzerland
2 Canada
12
3 Denmark
12
3 Denmark
12
4 Finland
4 Canada
23
5 Germany
5 Finland
5 Switzerland
6 Norway
10
6 Norway
10
6 Australia
United States
8 Japan
8 Japan
8 United Kingdom
11
9 Singapore
14
9 Australia
9 Austria
17
Germany
Germany
overall
rank
Canada
Sweden
Job
Opportunity
7
10 United Kingdom
11
10 New Zealand
10 Singapore
14
1 1 France
13
1 1 United Kingdom
11
1 1 New Zealand
1 2 New Zealand
1 2 France
13
1 2 Finland
1 3 Netherlands
18
1 3 Netherlands
18
1 3 Oman
55
14 United States
14 Singapore
14
14 Sweden
1 5 Australia
1 5 Austria
17
1 5 Qatar
72
77
Safety
dimension
rank
Most Like
to Live in
overall
rank
dimension
rank
2 Sweden
3 Finland
Standard
of Living
overall
rank
dimension
rank
overall
rank
2 Canada
2 Sweden
3 Australia
3 Denmark
12
4 Denmark
12
4 New Zealand
4 Canada
5 Canada
5 Denmark
12
5 Germany
6 Norway
10
6 Finland
6 Finland
Singapore
14
10
8 New Zealand
8 Germany
8 Norway
10
9 Germany
9 Sweden
9 Netherlands
18
Switzerland
Switzerland
Norway
Switzerland
Japan
10 Japan
10 Singapore
14
10 Australia
1 1 Netherlands
18
1 1 Austria
17
1 1 Singapore
14
1 2 Austria
17
1 2 Mauritius
20
1 2 New Zealand
1 3 Iceland
22
1 3 United States
23
14 Australia
14 Japan
14 Austria
17
1 5 United Kingdom
11
1 5 France
13
1 5 United States
78
T H E D I M EN S I O N S O F A CO U N T RY B R A N D
Good For
Business
Good for Business evaluates a countrys
ability to offer a robust and attractive business
environment to both citizens and international
investors alike. As with Quality of Life, this
is a dimension deeply tied to Value System
because where the rule of law is upheld
and a sense of security and predictability is
maintained, confidence in financial markets
increases and brands perform at their best.
The CBI measures for Good for Business
include Regulatory Environment, Skilled
Workforce, Advanced Technology and
Investment Climate.
Countries encourage investment through stable
governance, and by offering access to large
consumer markets, good regulatory structures
and competitive advantage in the supply chain.
While the majority of this years leading Good
for Business brands may not have the strongest
economies, theyre all considered safe, secure
environments for investment. Switzerland and
Germany are considered safe havens in an
ongoing European economic crisis, and as
such, are the strongest performing brands in the
dimension. Demonstrating stamina in a fiscally
uncertain world, Switzerland is the number one
79
1 Switzerland
overall
rank
2 GERmany (+1)
3 japan (+1)
4 Singapore (+4)
14
5 sweden (-3)
6 denmark
12
7 canada (+3)
9 finland (-4)
10 norway (-1)
10
11
12 netherlands (+2)
18
15 austria (-3)
17
16 france
13
18 israel (-3)
27
19 belgium (-2)
31
20 iceland (-1)
22
21 estonia (+5)
56
22 bermuda (+9)
24
23 italy
15
24 spain (+1)
19
25 ireland (-3)
21
80
Advanced
Technology
dimension
rank
Investment
Climate
overall
rank
dimension
rank
2 United States
3 Germany
Regulatory
Environment
overall
rank
dimension
rank
overall
rank
2 Singapore
14
2 Denmark
12
3 Germany
3 Norway
10
4 Sweden
4 Japan
4 Canada
5 Switzerland
5 Canada
5 Sweden
6 Singapore
14
23
6 Germany
23
14
8 Canada
8 Australia
8 Japan
9 Netherlands
18
9 Austria
17
9 Finland
Japan
Switzerland
United States
Switzerland
Singapore
10 United Kingdom
11
10 Denmark
12
10 Netherlands
18
1 1 Finland
1 1 Finland
1 1 New Zealand
1 2 Denmark
12
1 2 Sweden
1 2 United Kingdom
11
1 3 Israel
27
1 3 Saudi Arabia
60
1 3 Austria
17
14 France
13
14 France
13
14 Australia
1 5 Norway
10
1 5 Norway
10
1 5 United States
81
Skilled
Workforce
dimension
rank
Germany
overall
rank
2 Japan
3 Denmark
12
4 Sweden
5 Switzerland
6 Finland
Canada
8 Singapore
14
9 Norway
10
10 United States
1 1 United Kingdom
11
1 2 Australia
1 3 Austria
17
14 Netherlands
18
1 5 France
13
82
T H E D I M EN S I O N S O F A CO U N T RY B R A N D
Heritage and
Culture
From history and language to art and cultural
attractions, Heritage and Culture is the
culmination and expression of a countrys own
unique cultural assets. Intrinsically linked to
Tourism , the Heritage and Culture dimension
reflect a countrys commitment to responsible
infrastructure projects that support travel and
tourism, while protecting the legacy on which
their societies and way of life have been built.
The 2012-13 CBI ranking for Heritage and
Culture includes History, Art and Culture,
Authenticity and Natural Beauty.
Heritage and Culture celebrates strong brands
from around the world. From Europes iconic
destinations, to Asias authentic beauty, to
the beaches of Oceania, to the history of the
Middle East, this is a dimension that knows
no boundaries.
Italy and France have traditionally performed well
in this dimension, and continue to hold strong at
number one and two respectively. Switzerland
and the United Kingdom have each moved seven
places ahead, and the latter has proven to be a
strong contender across the dimension overall.
83
1 italy
overall
rank
15
2 france
13
3 japan (+3)
4 switzerland (+7)
11
6 peru (-2)
40
7 germany (+11)
8 israel (-5)
27
9 egypt (-1)
58
10 canada (+15)
11 spain (-4)
19
12 sweden (+1)
13 austria (-4)
17
15 norway (+1)
10
16 finland (+8)
17 ireland (-3)
21
18 greece (-13)
39
19 turkey (+7)
45
20 australia (+8)
21 netherlands (+34)
18
22 denmark (+5)
12
23 nepal (-6)
70
24 mauritius (+18)
20
25 morocco (+9)
61
84
Art and
Culture
dimension
rank
Authenticity
overall
rank
dimension
rank
15
2 France
13
2 Norway
3 Japan
4 Spain
History
overall
rank
dimension
rank
overall
rank
10
2 Egypt
58
3 Switzerland
3 Israel
27
19
4 Sweden
4 France
13
5 United Kingdom
11
5 New Zealand
5 United Kingdom
11
6 Germany
6 Finland
6 Greece
39
58
8 Peru
40
8 Israel
27
8 Japan
9 Israel
27
9 Fiji
35
9 Peru
40
Italy
Egypt
10 Switzerland
Japan
Germany
Italy
Germany
15
7
3
10 Maldives
16
10 Turkey
45
1 1 Greece
39
1 1 Iceland
22
1 1 Spain
19
1 2 Austria
17
1 2 Canada
1 2 Austria
17
1 3 Netherlands
18
1 3 Australia
1 3 Ireland
21
14 Sweden
14 Peru
40
14 China
66
1 5 Canada
1 5 France
13
1 5 Cambodia
87
85
Natural
Beauty
dimension
rank
Switzerland
overall
rank
2 Mauritius
20
3 Finland
4 Maldives
16
5 New Zealand
6 Canada
Sweden
8 Norway
10
9 Australia
10 Fiji
35
1 1 Italy
15
1 2 Bermuda
24
1 3 Austria
17
14 Iceland
22
1 5 Dominican Republic
53
86
T H E D I M EN S I O N S O F A CO U N T RY B R A N D
Tourism
Tourism is a global industry that plays an
important, vital role for countries large and
small. Potentially bringing income on goods
and services and GDP growth in general,
the industry can help bolster job creation
and drive innovation across a variety of
businesses. Closely linked to the Heritage and
Culture dimension, the 2012-13 CBI measures
for Tourism include Resort and Lodging
Options, Food, Attractions, Value for Money,
Beaches, Nightlife and Shopping.
While Italy has fallen out of CBIs top ten overall
ranking for the first time this year, the country
brand remains a quintessential European
destinationand indeed ranks first in Tourism.
From Milan and Rome to Florence and Sicily,
Italy is a country celebrated the world over for
its Heritage and Culture, a dimension that is
intrinsically linked to its assets as a premium tourist
destination. Still perceived as the strongest brand
for Food, Italy is also the number three brand
for Attractions and the number fifteen brand for
Resort and Lodging Options.
Japan has managed to maintain its reputation
as a world-class brand, especially for Tourism,
perceived as the second strongest brand in the
The Grand Canal in Venice is a major draw in Italys wellperforming tourism industry.
87
T H E D I M EN S I O N S O F A CO U N T RY B R A N D tourism
TOURISM Top 25
1 ITALY (+1)
overall
rank
15
2 JAPAN (-1)
3 FRANCE (+2)
13
4 switzerland (+2)
6 canada (+7)
7 germany (+5)
8 thailand (-1)
26
9 mauritius (+2)
20
10 australia (-2)
17
14 sweden (+1)
15 spain (-12)
19
16 malaysia (+5)
36
17 fiji (+23)
35
18 singapore
14
11
20 maldives (-10)
16
21 norway (+6)
10
22 bahamas (+35)
37
23 denmark (+10)
12
24 bermuda (+26)
24
25 turkey (-5)
45
88
Value for
Money
dimension
rank
Attractions
overall
rank
dimension
rank
26
2 Malaysia
36
3 Germany
Resort and
Lodging Options
overall
rank
dimension
rank
overall
rank
2 United States
2 Switzerland
3 Italy
15
3 Maldives
16
4 Canada
4 France
13
4 Fiji
35
5 United States
5 Switzerland
23
6 Japan
6 Canada
6 Dominican Republic
53
Australia
11
Australia
8 New Zealand
8 New Zealand
8 United States
9 Fiji
35
9 Egypt
9 Bahamas
37
Thailand
10 Switzerland
Japan
United Kingdom
58
Mauritius
20
10 Australia
10 Canada
23
1 1 Fiji
35
1 1 Germany
1 2 Belize
46
1 2 Germany
1 2 Sweden
1 3 Mauritius
20
23
1 3 New Zealand
14 Costa Rica
25
14 Israel
27
14 France
13
1 5 Sweden
1 5 Spain
19
1 5 Italy
15
89
Food
dimension
rank
overall
rank
Shopping
Beach
dimension
rank
15
2 France
13
3 Japan
overall
rank
dimension
rank
overall
rank
Australia
2 France
13
2 Bahamas
37
3 Italy
15
3 Maldives
16
4 Singapore
14
4 United Kingdom
11
4 Brazil
28
5 Austria
17
5 Japan
5 United States
6 Spain
19
6 China
66
6 Fiji
35
29
23
8 Greece
39
Italy
Switzerland
8 Germany
United States
Germany
Barbados
9 Taiwan
50
9 Australia
9 Mauritius
20
10 Thailand
26
10 Singapore
14
10 Thailand
26
1 1 Canada
1 1 Thailand
26
1 1 Mexico
51
1 2 Sweden
1 2 Canada
1 2 Italy
15
1 3 Mauritius
20
1 3 South Korea
49
1 3 France
13
14 Estonia
56
14 India
42
14 Spain
19
1 5 Argentina
30
1 5 Spain
19
1 5 Turkey
45
90
Nightlife
*Scores for this attribute did not contribute to overall rankings
dimension
rank
United States
overall
rank
2 Brazil
28
3 France
13
4 United Kingdom
11
5 Australia
6 Spain
19
Germany
8 Italy
15
9 Thailand
26
10 Japan
1 1 Argentina
3
30
1 2 Canada
1 3 Netherlands
18
14 China
66
1 5 Singapore
14
91
Steve McDonald
Director
Woodrow Wilson International
Center for Scholars:
We already have a new world
order. If you dont already
know that then you arent
paying attention.
92
Future Forward
Introduction
94
95
96
Global Urbanization
97
98
93
F U T U R E FO RWA R D
94
F U T U R E FO RWA R D
95
F U T U R E FO RWA R D
96
F U T U R E FO RWA R D
Global Urbanization
97
F U T U R E FO RWA R D
98
Appendix
100
Additional Contributors
101
Additional Sources
102
103
About FutureBrand
104
Contact
105
106
99
APP EN D I X
Hossein G. Askari
Iran Professor of International Business and
International Affairs
George Washington University
Kenneth P. Green
Resident Scholar
American Enterprise Institute for
Public Policy Research
Gail Harris
Retired Naval Captain and Author
Cyber Warfare Specialist
Country Brand Index 2012-13
Kimberly Marten
Acting Director, Harriman Institute
Professor, Department of Political Science
Barnard College, Columbia University
Matthew Rojansky
Deputy Director
Russia and Eurasia Program
Carnegie Endowment for International Peace
Rami G. Khouri
Director
Issam Fares Institute for Public Policy and
International Affairs
American University of Beirut
Steve McDonald
Director
Africa Program and Project on Leadership and
Building State Capacity
Woodrow Wilson International Center for Scholars
Thomas M. Sanderson
Co-Director and Senior Fellow
Transnational Threats Project
Center for Strategic and International Studies
Tom Vanderbilt
Author and Journalist
William E. Pomeranz
Deputy Director
Kennan Institute
Woodrow Wilson International Center for Scholars
Robert Cervero
Professor, Department of City and Regional Planning
University of California, Berkeley
Sadanand Dhume
Resident Fellow
American Enterprise Institute for
Public Policy Research
FutureBrand, All Rights Reserved
100
APP EN D I X
Additional Contributors
Albert Lam
Asia Pacific Operations Manager
Parcel Pro
Hong Kong
Drew Williams
Partner
Aragon Capital Pty, Ltd.
Australia
Neira Guzmn
Director
Fundacin Trekking Chile
Chile
Sean Nicholls
Managing Director
Octagon
Australia
Alfredo Babun
General Manager, Chile and Peru
Air Canada
Chile
Emanuele Sacerdote
Managing Director
Cappellificio Cervo
Italy
Jordi Busquets
Director
JJB Tourism Consulting
Argentina
Perry Lam
Managing Director
Double Rise Development, Ltd.
Hong Kong
Silvia Scherini
Senior Strategic Planner
TBWA
Italy
Andrs Almeida
Editorial Sub-Director
AmricaEconoma Intelligence
Chile
Freddy Fernando
Director
Fundacin Trekking Chile
Chile
Pietro Sorce
Client Services Director
Mosaicoon
Italy
Soledad Aguado
Editorial Director
Huspedes Magazine.
Argentina
Antony Strianese
DB&I Marketing Director Region
Asia, Africa and Australia
Barilla
Singapore
Giacomo Toscani
CEO
YOBE
Italy
Polo Guilbert-Wright
Public Affairs Counsel
Weber-Shandwick
Australia
Stefano Augello
Strategy Director
Elvis
Singapore
Brian Wong
Investment Analyst
Fidelity
Hong Kong
Chester Hui
Associate
Berwin Leighton Paisner
Hong Kong
David Irvine
Operations Director
Logiworx
Australia
Justin Phua
Vice President
Citigroup
Hong Kong
Luigi Rubinelli
Journalist
RetailWatch
Italy
Mara Seminario
Peru
Morena Rossi
HR Manager
S&S
Italy
Renee Chu
Strategy Manager, Institutional
and International Banking
ANZ
Hong Kong
Rossitza Ohridska-Olson
President
Vizantia Enterprises, Inc.
USA and Bulgaria
Sean Hughes
Senior Advisor
Nuri Group
Singapore
101
APP EN D I X
Additional Sources
Al Jazeera
AllAfrica.com
Balticbusinessnews
Bloomberg
Business Week
CDC website
CIA World Factbook
CNN
Economic Times
Fast Company
Financial Times
Forbes
Foreign Policy
Freedom House website
GulfBusiness website
Human Rights Watch
IMF website
McKinsey Quarterly
Monocle
MSNBC
OECD website
102
APP EN D I X
Strategic Direction
Chris Nurko
Tom Adams
Daniel Rosentreter
Editorial and Content Direction
Victoria Berry
Content Development
Kate Hamilton
Patrick Attenasio
Veronique Bergeron
Jillian Gallagher
Research Direction and
Content Development
Ann Smith
Design
Doug Sellers
Mike Williams
Juan Diego Soto
Brendan O'Neill
Project Management
Samantha Eliot
Marketing
Jack Arrowsmith
103
APP EN D I X
About FutureBrand
104
APP EN D I X
Contact
For more information about the 2012-13 CBI, marketing seminars, FutureBrands
services or to purchase customized data, please contact:
Latin America
Jack Arrowsmith
Business Development and Marketing Manager
FutureBrand Worldwide
jarrowsmith@futurebrand.com
Gustavo Koniszczer
Managing Director
FutureBrand Spanish Latin America
gkoniszczer@futurebrand.com
North America
Asia Pacific
Mindy Sabella
Director of Business Development
FutureBrand North America
msabella@futurebrand.com
Victoria Berry
Senior Strategist
FutureBrand Australia
vberry@futurebrand.com
105
APP EN D I X
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
Country
rank
2011
rank
2010
Switzerland
Canada
Japan
Sweden
New Zealand
Australia
Germany
United States
Finland
Norway
United Kingdom
Denmark
France
Singapore
Italy
Maldives
Austria
Netherlands
Spain
Mauritius
Ireland
Iceland
United Arab Emirates
Bermuda
Costa Rica
Thailand
Israel
Brazil
Barbados
Argentina
Belgium
Portugal
St. Lucia
Chile
Fiji
Malaysia
Bahamas
Malta
Greece
Peru
2
1
4
7
3
5
11
6
8
12
13
15
9
16
10
18
17
23
14
22
20
19
25
21
24
26
28
31
36
32
33
30
39
34
45
43
41
51
27
44
5
1
6
10
3
2
11
4
8
13
9
19
7
15
12
16
20
25
14
21
17
24
28
18
27
26
30
41
32
33
34
29
35
40
39
42
37
64
22
47
rank
2012
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
Country
rank
2011
rank
2010
rank
2012
Country
Croatia
India
South Africa
Czech Republic
Turkey
Belize
Cyprus
Namibia
South Korea
Taiwan
Mexico
Uruguay
Dominican Republic
Trinidad & Tobago
Oman
Estonia
Cuba
Egypt
Botswana
Saudi Arabia
Morocco
Jamaica
Slovenia
Panama
Hungary
China
Sri Lanka
Tanzania
Vietnam
Nepal
Lebanon
Qatar
Slovakia
Kenya
Poland
Jordan
Ecuador
Indonesia
Bulgaria
Cameroon
40
29
35
38
48
49
46
37
42
NA
47
50
55
54
58
66
56
57
53
69
62
64
52
67
60
65
NA
68
59
61
63
72
74
77
79
71
75
76
70
87
49
23
31
43
55
46
45
36
44
NA
48
53
38
52
57
89
50
58
51
69
60
62
54
67
66
56
NA
73
63
59
71
70
79
68
82
75
74
72
76
97
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
Laos
Bosnia + Herzegovina
Russia
Bahrain
Colombia
Venezuela
Cambodia
Sierra Leone
Mozambique
Senegal
Tunisia
Bolivia
Guatemala
Albania
Philippines
Honduras
Uganda
Ukraine
Ghana
Romania
Algeria
Ethiopia
Sudan
Paraguay
Nicaragua
DR Congo
El Salvador
Serbia
Nigeria
Bangladesh
Syria
Rwanda
Zimbabwe
Libya
Iran
Somalia
Pakistan
Afghanistan
rank
2011
rank
2010
80
NA
82
94
89
84
83
86
88
104
98
96
81
73
78
90
99
105
91
101
85
95
93
106
100
103
109
97
108
107
92
102
112
110
111
NA
113
NA
88
NA
81
80
85
77
90
94
95
103
83
NA
86
61
65
NA
91
99
78
92
100
96
101
NA
98
107
105
84
106
102
87
93
110
104
109
NA
108
NA
106
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