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    Future brand ,Brandindex2011 Future brand ,Brandindex2011 Presentation Transcript

    • Welcome to the seventh annualFutureBrand Country Brand Index(CBI), our global study of country brandstrength. The 2011-2012 CBI documentsperceptions around 113 nations, andis based on more interviews, insightsand information than any other study ofits kind. In its development, we utilizedsocial media tools to investigate amongstkey opinion-formers and influencers,asking them what makes a country’sbrand powerful and unique. © All rights reserved.
    • INTRODUCTIONWHAT MAKES A STRONGCOUNTRY BRAND? At FutureBrand, we assess the connection with a ripple effect, encouraging others around the world to visit, do business, learn and build lives in a place. strength of a country brand in much the same way as any other brand. We measure awareness, familiarity, preference, consideration, advocacy and active decisions to visit or interact with a place. But the most important factors—the aspects that truly differentiate a country brand—are its associations and Like any brand, a country brand must be consistent across attributes across five key dimensions: Value System, Quality many touchpoints, from advertising and public relations of Life, Good for Business, Heritage and Culture and Tourism. to political representatives, cultural ambassadors, tourists, companies and indigenous products. A strong country brand is more than the sum of its attributes: in total, it must make people’s lives better. From progressive These features, in addition to a strong point of view, role politics to a sense of openness and freedom of speech, a on the world stage and concerted effort to drive progress, country that is geared around its people and their needs will tourism, immigration, exchange and partnership make the always score highly. From this comes a strong emotional difference between nation states and genuine country brands.3. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • CONTENTS OF THE 2011-2012 CBI WHY DOES COUNTRY BRANDING MATTER? 5 THE CBI DIMENSIONS 31 Value System 32 A WORLD OF AUDIENCES 8 Quality of Life 38 Good for Business 44 OUR METHODOLOGY 9 Heritage and Culture 49 Tourism 53 CO-CREATING A GLOBAL PERSPECTIVE 11 BEYOND NATIONAL BOUNDARIES 63 WHAT’S AT STAKE? 13 Latin America 64 BRICS 66 THE 2011-2012 TOP TEN 14 MENA 69 The strongest country brands 15 APAC 72 Canada 21 Europe 75 Switzerland 22 Africa 77 New Zealand 23 Japan 24 FULL LIST OF COUNTRIES 79 Australia 25 United States 26 LOOKING TO 2012 80 Sweden 27 Finland 28 EXPERTS AND OPINION-FORMERS 82 France 29 Italy 30 SECONDARY SOURCES 84 CBI EDITORIAL TEAM 85 ABOUT FUTUREBRAND 86 CONTACT 874. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • INTRODUCTIONWHY DOES COUNTRYBRANDING MATTER? COUNTRIES ARE BRANDS THAT NEED MANAGING Today, the term «brand» isn’t simply a descriptor for consumer goods: it includes products, services, places and experiences, and how they’re marketed to audience groups to create familiarity and favorability. Brand is an asset that represents the sum total of the associations that influence preference—and it must be carefully managed. Just like products or services, countries are known by association, including language, images and media, as well as first-hand experience and peer recommendation. Brands are, in a word, a collection of perceptions.5. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • INTRODUCTIONWHY DOES COUNTRYBRANDING MATTER? By continually measuring the perceptions of a country brand’s nation-building, as well as to create strong differentiation audience, from business professionals to global travelers, amongst neighbors and competitors. Country brands we can begin to understand the impact that news events, consisted of a historical narrative that incorporated social cultural undertakings—and even a country’s own marketing and cultural values wedded to political or religious ideologies. efforts—have on an individual’s decision to choose that nation over another. That can include a decision to invest, In this way, nations were created and positioned in terms that visit, emigrate, work, study, consume that country’s goods or transcended geography or tribalism. This was particularly become interested in its culture. In short, a choice to let one the case in 19th century Europe, where national identities, country play a significant role in our lives and livelihood. flags, anthems, monuments and holidays were consciously constructed in the wake of political revolutions and emerging What’s more, country brands are constantly compared to national independence. their competitors—namely, other countries—and need to be continually assessed in relative terms by their owners. In looking for patterns or evidence of relative strength, a country’s brand leadership—in the form of its citizens, communities, governments and business leaders—can better understand how to leverage its assets for the benefit of everyone involved. It’s through this combined understanding of shifting audience perceptions and competitive positioning that country brands This is true for the United States as well, which constructed can be best managed, driving relevance and differentiation in its own identity—and along with it one of the most significant the face of a rapidly changing world. country brands in the world. One that started by rejecting the parliamentary authority of the United Kingdom, unifying NATIONS ARE OFTEN CREATED LIKE BRANDS a federal system of democracy and developing a powerful Throughout history, countries have managed their brand as narrative of free agency inspired by classical Greece a means to influence perception. Often, the objective was to and republican Rome. The «stars and stripes» became support an internal view that unified citizens and supported synonymous with an American dream of freedom, citizenship6. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • INTRODUCTIONWHY DOES COUNTRYBRANDING MATTER? and a pioneering spirit—values that still drive many to live and attractiveness for investment as well as tourism, and can work in the United States today. compromise domestic confidence and social unity. A well-defined association around origin and nationality can A nation’s primary goal should be to succinctly capture its also become a hallmark of quality in the long-term. The fact narrative and assets for internal and external audiences to that the European Union places such a high legal emphasis identify and support the nation’s purpose. Although branding on labeling the origin of products and services should is a modern coinage, born from advertising and marketing in underscore the link between a nation’s branding and the the twentieth century, a country’s brand is closely tied to the branding of a nation’s goods. The ability to legally use terms full spectrum of its political, cultural and commercial history. of authenticity around regional origin allows for protection against counterfeiting, false advertising and misleading sales messages. That’s where the business of branding meets the assets of a country’s brand. COUNTRY BRANDING IS MORE IMPORTANT THAN EVER As we review our list of countries and their relative strengths for the 2011-2012 CBI, it’s worth keeping in mind that a country’s brand is never fixed. Countries must respond as competitors in a world of scarce resources, differentiating themselves and securing an advantage for themselves and their constituents. Failure to clearly articulate a compelling story can lead to a major disadvantage when a nation is compared to others. Country branding is a very real requirement for 21st century nations. This year’s COUNTRY BRANDS ARE MORE THAN JUST TOURISM developments reinforce how economic, social and political Country branding is a vital element in both domestic and change can influence brand strength year to year, particularly international affairs. The difference between a successful, as social media intensifies and accelerates the distribution of defined and understood brand and a weaker, less images, ideas and associations that shape perception. differentiated one can have a significant impact on a nation’s7. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • INTRODUCTIONA WORLD OF AUDIENCES In the past, country brands were primarily associated with travel and tourism. A country’s reputation was built through tourism communications, advertising and word-of-mouth; its brand was formulated through the products, services and even emigrants originating from within its borders. Reputations were slowly built and carefully constructed, and they remained consistent over the course of generations. Today, the opposite is true. Thanks to the internet and mobile devices, our instantaneous ability to connect with other citizens of the world, with images, news, opinions and rumors means that a country’s image can shift overnight. Our world is at once a geography of borders as well as a network of border-less communities with the means to communicate instantly. There are countless stakeholders influencing, controlling and managing today’s brands. For that reason, a brand’s image needs to be reconfirmed daily and across multiple touchpoints. Because a country, its leaders, companies and people are scrutinized constantly, it’s vital that a country brand be clearly defined, broadly aligned and continually assessed in all the decision-making dimensions measured by FutureBrand’s CBI. In so doing, the stakeholders of a country’s brand can more accurately manage and shape their image.8. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • INTRODUCTIONOUR METHODOLOGY The Country Brand Index has become increasingly rigorous and sophisticated since its inception in 2005, and now includes more research data than ever before, establishing itself as the most authoritative study on country branding in the world. The report draws its data and its insights from several core resources:350014102 400+BUSINESS ANDLEISURE TRAVELERS PRIMARY RESEARCH EXPERT CONTRIBUTORS IDEAS DEVELOPED IN COLLABORATIVE EXERCISE MARKETS IN 16 CITIES QUANTITATIVE RESEARCH. Between July 18 and July 27, 2011, around the world. These experts participated in «deep dive» FutureBrand collected quantitative data from 3,500 frequent moderated workshops with the aim of consolidating their views business and leisure travelers and opinion-formers in 14 and perceptions across the key HDM attributes and dimensions. countries around the world. With an international outlook and sense of global fluency, they represent a knowledge bank CO-CREATIVE INSIGHTS.Our third source leveraged crowd-sourcing sought-out by investors and tourists alike. and an online, co-creative community, giving us the chance to capture real-time discussions amongst experts and interested EXPERT OPINIONS. Additionally, between August 19 and third-parties around the world. This collaborative exercise took September 7, 2011, we connected with experts in tourism, place between August 30 and September 16, 2011. export, investment and public policy in 16 different cities9. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • INTRODUCTIONOUR METHODOLOGY We use FutureBrand’s proprietary Hierarchical Decision This model offers insights that help us assess how well- model (HDM) to determine how key audiences—including developed a brand is as well as key challenges that need residents, investors, tourists and foreign governments—relate to be addressed. Our HDM also allows for a measurement to a country brand, from mere awareness to full advocacy. of a country’s relative performance and progress. In short, the HDM takes seven areas into consideration:1 2 3 4 5 6 7AWARENESS: FAMILIARITY: ASSOCIATIONS: PREFERENCE: CONSIDERATION: DECISION / VISITATION: ADVOCACY:Do key audiences know How well do people know What qualities come to mind How highly do audiences Is the country considered To what extent do people Do visitors recommendthat the country exists? the country and its offerings? when people think of the esteem the country? for a visit? follow through and visit the the country to family,How top-of-mind is it? country? Here, we look at Does it resonate? What about for investment country or establish friends and colleagues? five association dimensions: or to acquire or consume its a commercial relation? Value System, Quality of Life, products? Good for Business, Heritage and Culture and Tourism.10. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • INTRODUCTIONCO-CREATING A GLOBAL PERSPECTIVE Social technologies have multiplied the speed and reach of opinions about destinations, news events and brands that shape overall country perceptions. For the first time ever this year, we have harnessed social technology to inform our view of the factors influencing country brand strength. Our qualitative research was broadened into a co-creation exercise that extended conversations in 15 countries into a global online forum. In-person focus groups offered the chance to understand expert traveller views on country brand themes in a particular market. However, by inviting the same people to answer questions and develop ideas together online, we were able to co-create a single global perspective on this year’s important issues. Our approach utilized a platform called DiscoveryCast to help manage expert discussions around key questions relating to the factors influencing country brand strength, this year’s rising stars and the events that would have the greatest influence on country brand rankings. We worked with over 40 expert contributors across four continents who developed over 400 ideas in a collaborative exercise.11. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • INTRODUCTIONCO-CREATING A GLOBAL PERSPECTIVE Each expert was able to submit feedback on and develop ideas and Heritage and Culture and reinforce the importance of that have informed many of the insights and qualitative findings a country’s population as its most powerful brand assets. in this year’s CBI. We were particularly keen to understand the Identity—from a tourism logo to a national flag or its colors —is collective view of the most important factors in country brand a critical symbol of any country brand and one of the most strength. This relates to the unchanging elements that are most valuable and instantly recognizable elements of country brand influential in creating perceptions of a place. equity. Interestingly, «economy» and «stability» were also rated as two of the top five factors influencing country brand strength by our experts, perhaps reflecting a stronger than normal preoccupation with the global financial situation and relating closely to the Good for Business and Quality of Life dimensions in our quantitative research. Our experts also developed a list of the events that had the most influence on country brand strength in the last year, which in turn informed some of the main themes in this year’s index. These were led by the downgrading of the United States’ economy—a major shock to the global financial system, particularly in the wake of China’s emergence as the world’s second largest economy, and perhaps a factor in the United States’ continued drop in the rankings from 2009. Other major events—like the Japan nuclear disaster, the Arab Spring, riots and royal weddings in the United Kingdom andWord cloud of the most important The discussions were unprompted, allowing each expert to the death of Osama Bin Laden— were all felt to be powerfulfactors in country brand strengthco-created by our expert contributors. suggest their own ideas in their own words, but a great deal enough to influence country brand perceptions. And this year’s of consistency emerged from the discussions. The top three shifting rankings—particularly for the United Kingdom and factors based on frequency of mention, commenting and rating Japan—demonstrate that being in the news can correlate to were culture, identity and people. Perceptions of culture and changing brand strength, even if the results are sometimes people are an integral part of dimensions like Value System counterintuitive.12. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • INTRODUCTIONWHAT’S AT STAKE? At the heart of everything we’ve And when a government and population respect tradition and culture, they can encourage travel and make it easier learned in the past seven years is the for visitors to interact with and appreciate that country’s important role that education and assets. Finally, when an international audience begins to validate all that a country’s brand has to its credit, investment literacy play in creating a nation of opportunities and commercial transactions are better realized. active, supportive citizens The power of a country brand is directly proportionate to the For example, when a nation’s population can create power of its people, its leadership and its sense of purpose in and maintain institutions of governance that reflect and the global community. In realizing this strength, a country can encourage their cultural values while still protecting the rights create better lives for all of its citizens. and opinions of minority voices, that country experiences significantly more growth and success. With that in mind, we’re pleased to present the top ten country brands for the year 2011. From there, a government that understands how to marshal and optimize a nation’s natural resources while remaining open and entrepreneurial is more likely to set-out on a positive economic course.13. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 TOP TEN 1. CA Canada 0 2. CH Switzerland 3 3. NZ New Zealand 0 4. JP Japan 2 5. AU Australia 3 6. US United States 2 7. SE Sweden 3 8. FI Finland 0 9. FR France 2 10. IT Italy 214. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 TOP TENTHE STRONGEST COUNTRY BRANDS Brand Canada: Why country brand as a platform to build sustainable brand strength across every dimension. From the creation of beautiful b-roll landscape management is important footage to the ubiquitous use of the country’s iconic maple The countries that dominate our top ten perform well year leaf, Canada actively made the most of its assets to support a after year across every area of brand strength. Interestingly, «keep exploring» brand position. Canada continues to be the strongest country brand despite its lack of leading rankings in any one dimension—proving Additionally, a focus on developing specific perceptions in that consistency is more important than specialty focus. tourism marketing has paid off, with increased scores this year in areas like History—not typically a strength for Canada. But Canada’s strength depends on more than just consistency: the nation actively manages its country brand This attention to country brand management will be even more to constantly improve performance. As the United Kingdom important as the country faces its first period of economic prepares to leverage the power of the London 2012 Olympic decline for two years—shrinking 0.4% in the second quarter Games, it would do well to emulate Canada’s treatment of the of 2011—and consumer confidence drops—a change that Vancouver 2010 Winter Olympics, where the event was used correlates to a slight fall in Canada’s Good for Business score.15. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 TOP TENTHE STRONGEST COUNTRY BRANDS The United Kingdom leaves the top ten For the first time since the CBI’s founding, the United Kingdom does not appear in the top ten, capping off a two-year downward trend for the country’s brand. This is a symbolic fall for the nation, which has traditionally punched above its weight in brand strength. Ironically, this follows a year of good press for the country, especially with the Royal Wedding in April. But the United Kingdom’s brand is something of a paradox. For example, tourism represents nearly 10% of the country’s «Occupy» demonstrations in London, the United Kingdom GDP and is second only to chemicals and financial services continues to suffer unusual levels of social discontent in the in terms of export earnings. Visitor numbers for business and context of global economic downturn and significant public leisure actually increased year to date in the three months spending cuts that perhaps account for a fall in perceptions leading up to August, and overall visitor spending is up 4% of Value System. since 2010. But the country has one of its weakest scores in the Tourism dimension of our study, particularly in areas like As the United Kingdom looks ahead to 2012, it will surely be Value for Money. hoping that the «Olympic effect» starts to improve low scores in the Tourism dimension, delivering promised «legacy» Perceptions are also weakening in traditional areas of strength social improvements and business growth, while reversing for the country with Heritage and Culture falling five places—a a downward trend in perceptions across the dimensions. counter-intuitive outcome in light of the focus on London’s Hopefully, the county can start to tell a new story about heritage sites during April’s festivities. And while our research its future, counterbalancing an increasing dependence on study preceded nationwide urban rioting and subsequent pageantry and nostalgia to maintain its position in the rankings.16. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 TOP TENTHE STRONGEST COUNTRY BRANDS Small countries can have a big reputation Country brand strength is not a function of geographic size or economic power. China demonstrates this very fact with a fall of nine places to sixty-fifth position in 2011, despite having the world’s largest population and displacing Japan as the second largest economy. Conversely, New Zealand, Switzerland and Finland all enjoy top ten rankings and some of the highest scores in the index with populations below ten million. In New Zealand’s case, the country is enjoying high levels the after-effects of a devastating earthquake in February 2011. of macroeconomic growth in tandem with its continued But when it comes to punching above its weight, Switzerland position at number three in our ranking, despite having is the real success story in 2011. Maintaining its momentum, the lowest population and GDP of the countries in our top the country’s brand has moved from eleventh to fifth and now ten. April 2011 saw it deliver its largest ever trade surplus, second position in three years, leading the rankings in the providing over a third of world dairy exports. Good for Business dimension and appearing in the top ten for every other dimension except Heritage and Culture. Just as in Like Australia, the country continues to prosper as it supplies 2010, positive perceptions of Switzerland’s favorable regulatory the resources essential to economic growth in China and other environment, infrastructure and value system make it a place accelerating economies. As a country brand, New Zealand people want to visit, invest in and recommend. leads the rankings in terms of perceptions of Natural Beauty and appears in the Value System top ten, but overall the This, coupled with some of the world’s most beautiful natural brands suffered in the Good for Business dimension—falling attractions, a strong portfolio of national «made in» brands three places to eighteenth position—perhaps correlating to and a stable economy means Switzerland continues to live up increasingly high housing prices, rising household debts and to the «plus» in its iconic national identity.17. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 TOP TENTHE STRONGEST COUNTRY BRANDS Scandinavia weathers the European storm While the Eurozone continues to confront instability, the risk of default on sovereign debt and currency threats that could damage the perceptions of member states, Europe’s northernmost countries are enjoying unprecedented levels of brand strength. In 2011, we continue to feel the effect of Brand Scandinavia, with Sweden rising three places to seventh, Finland holding fast at eighth, Norway up one and Denmark rising four places to fifteenth position. Sweden has enjoyed one of the EU member state Finland also enjoyed strong economic growth sharpest increases in overall strength over the past two of over 5% in the first quarter of 2011 and mirrors Sweden’s years, now dominating both the Quality of Life and Value dominance of the Value System and Quality of Life dimensions, System dimensions and second only to Switzerland in Good as well as top honors in the Skilled Workforce attribute. for Business. Unlike Sweden, which enjoys a consistent conversion from This is in the context of Sweden’s 6.4% annual growth in the consideration to visitation and advocacy—a key measure first quarter of 2011, falling unemployment and public debt in country brand strength—brand Finland sees a drop in below 40% of GDP—the reverse of most of its counterparts in this area, perhaps indicating that visitors’ expectations the top ten. Part of this economic success relates to Sweden’s are not always met as consistently as they are elsewhere established manufacturing base, as well as strong exported in Scandinavia. brands across multiple categories.18. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 TOP TENTHE STRONGEST COUNTRY BRANDS The paradox of bad news Japanese Prime Minister Naoto Kan described the March 2011 earthquake, tsunami and ensuing nuclear disaster that took thousands of lives and devastated easternmost Japan as the most difficult crisis the country has faced since the second world war. Quite aside from the trauma, loss of life and impact on infrastructure, early estimates indicate that the total financial impact of the disaster could exceed $300 billion. While the country reels from this terrible event and the world watches as its third largest economy struggles to regain momentum, this year sees Japan continue its rise in the country brand rankings, moving up two ranks to fourth place. In this case—as with the Chilean Miners’ rescue and the In fact, perhaps paradoxically, Japan leapt to number one in Iceland volcanic eruption in 2010—we see the positive effect the Tourism dimension and moved up five places in Quality that global news exposure can have on perceptions of a place, of Life. regardless of the nature of the news itself. Japan has always been a strong country brand and enjoys enormous popularity as a destination for business and leisure. It could also be argued that enormous latent goodwill and While visitor figures dropped significantly between March and decades of strong reputation-building provided an underlying August 2011, decline is slowing against numbers for 2010 as resilience that has helped the country brand survive and even we approach the end of the year. flourish in difficult times.19. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 TOP TENTHE STRONGEST COUNTRY BRANDS Iconic country brands in decline It’s been a challenging year for the United States. Displaced by Canada in 2010, and now down another two places to sixth overall, the United States suffers from a downward trend in brand strength that mirrors its troubled socio-political and economic fortunes. However, despite slower than hoped for growth in employment and GDP, the United States has shown some improvement in perceptions around Good for Business—including Regulatory Environment, Skilled Workforce and Investment Climate—rising four places against 2010. It is worth noting that our research was in-field before the controversial downgrade of the United States’ credit rating to AA+ status and the Occupy Wall Street movement that But America is not the only iconic country brand suffering from intensified speculation about America’s long-term stability. a downward trend in strength this year. France has fallen two places to ninth position, following a drop of the same amount Tourism strength is also slightly improved, up six places in 2010. This is set against a background of increased turmoil this year as a result of significantly increased perceptions of in the European Union as French president Nicolas Sarkozy Value for Money, correlating to a weakened dollar and highly takes a lead role in attempting to stabilize the Eurozone’s publicized domestic mortgage defaults across the nation. economy alongside Germany’s Angela Merkel. Next year’s presidential election also brings the potential for the end of the Obama administration or a weakening The United States and France continue to be among the of its mandate as presidential approval ratings continue to world’s strongest country brands and show great resilience in fall, further diluting the «Obama effect» that was a strong the face of these challenges. But their decline year after year— contributing factor the the United States’ number one position together with that of the United Kingdom—might hint at an in the 2009 CBI. inexorable decline in strength.20. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 WORLD EVENTS TOP TEN#1 CANADA HIGHLIGHTS AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING... 9,984,670 3.21 % “Canada has a stable political POPULATION FDI 2009 (MILLION USD) system, economy and market; an open 34,030,589 524,938 and tolerant society; and policies that GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) encourage immigration.” 1,577,040 550,000 jobs (3.2 % of total emp.) GDP PER CAPITA (CURRENT USD) HDI VALUE OTTAWA 46,342 0.908 HDM PERFORMANCE Environmental environment Stable legal friendliness of speech Tolerance Freedom freedom Political VALUE SYSTEM S e t Lik Mos ive In for MValue #3 to L 1 1 oney #4 #4 1 1 1 1 #7 n catio #5 Edu em Reso Syst lodg rt & re lthca QUA 10 10 in optio g #3 Hea em 10 10 10 10 st A ns Sy ISM LITY #8 #17 T O Attra dard R ction #14 #8 Staniving TOU s fL F F F o #4 LIFE DECISION / VISITATION #7 IF 20 20 #16 ty 20 20 20 20 Safe #7 Food #30 #4 Job ortunity CONSIDERATION #8 Opp PREFERENCE #12 30 30 30 30 30 30 #9 FAMILIARITY #7 AWARENESS #7 ASSOCIATIONS #44 #11 ADVOCACY #6 #15 #29 #12 40 40 HE #7 40 40 40 40 S au l #34 Sk orkf RI Be tura ES ty TA W ille orc GE IN Na US d e & B ory Ad chn CU R FO Te LT va olo st UR OD Hi 50 50 50 50 50 50 nc gy E GO ed ltu & Inv lima re Cu Art C es te 1 2 3 4 5 6 7 tm y Re viro en cit En t gu nm nti lat e the ory nt Au In the radar chart, numbers indicate the ranking for each country within that as «strong» or «very strong» against the particular attribute is indicated by the specific attribute, while the percentage of actual responses rating each country distance from the centre of the grid, moving from zero to 100%. 21. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 WORLD EVENTS TOP TEN#2 SWITZERLAND HIGHLIGHTS AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING... BERN 41,280 2.71 % “Switzerland is a very consistent POPULATION FDI 2009 (MILLION USD) brand. It’s excellent. The trains are 7,639,961 497,611 brilliant, as are the skiing, festivals GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) and food. It simply works.” 527,920 149,000 jobs (3.3 % of total emp.) GDP PER CAPITA (CURRENT USD) HDI VALUE 69,100 0.903 HDM PERFORMANCE Environmental environment Stable legal friendliness of speech Tolerance Freedom freedom Political VALUE SYSTEM S e t Lik Mos ive In 1 1 for MValue #5 to L 1 1 1 1 oney #5 n #7 #10 catio Edu em Reso #9 Syst #1 re lodg rt & lthca QUA 10 10 in optio g #5 Hea em 10 10 10 10 st A ns Sy ISM LITY #4 #18 #3 T O Attra dard R ction Staniving TOU s fL F F F #2 o LIFE DECISION / VISITATION #8 IF 20 20 #10 ty 20 20 20 20 Safe #2 Food #10 CONSIDERATION #11 #1 Job ortunity Opp PREFERENCE #10 30 30 30 30 30 30 FAMILIARITY #8 AWARENESS #8 ADVOCACY #19 #3 ASSOCIATIONS #3 #25 #24 #5 40 40 HE 40 40 40 40 #1 S au l Sk orkf RI Be tura ES ty TA W #7 ille orc GE IN Na #2 US d e & B ory Ad chn CU R FO Te LT va olo st UR OD Hi 50 50 50 50 50 50 nc gy E GO ed ltu & Inv lima re Cu Art C es te 1 2 3 4 5 6 7 tm y Re viro en cit En t gu nm nti lat e the ory nt Au In the radar chart, numbers indicate the ranking for each country within that as «strong» or «very strong» against the particular attribute is indicated by the specific attribute, while the percentage of actual responses rating each country distance from the centre of the grid, moving from zero to 100%. 22. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 WORLD EVENTS TOP TEN#3 NEW ZEALAND HIGHLIGHTS AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING... 267,710 1.66 % “New Zealand has moved from POPULATION FDI 2009 (MILLION USD) showing landscapes to showing people WELLINGTON 4,290,347 68,323 in the landscape enjoying good service. GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) They are building a holistic, attractive 140,509 105,000 jobs (4.7 % of total emp.) experience.” GDP PER CAPITA (CURRENT USD) HDI VALUE 32,750 0.908 HDM PERFORMANCE Environmental environment Stable legal friendliness of speech Tolerance Freedom freedom Political VALUE SYSTEM S e t Lik Mos ive In 1 1 for MValue to L 1 1 1 1 oney #6 #6 n #5 #7 catio #6 Edu em Reso Syst lodg rt & re lthca QUA 10 10 in optio g Hea em 10 10 10 10 #6 st A ns Sy ISM LITY #12 #12 T O Attra dard R ction #19 Staniving TOU s #12 fL F F F o DECISION / VISITATION #27 LIFE #7 #13 IF 20 20 ty 20 20 20 20 Safe #8 Food #36 #17 CONSIDERATION #10 Job ortunity 30 30 #18 Opp 30 30 30 30 FAMILIARITY #20 AWARENESS #21 PREFERENCE #6 #65 #21 #21 ASSOCIATIONS #1 ADVOCACY #3 #45 #13 40 40 HE 40 40 40 40 S au l Sk orkf RI Be tura ES ty TA W ille orc GE IN Na US d e & #4 B ory Ad chn CU R FO Te LT va olo st UR OD Hi 50 50 50 50 50 50 nc gy E GO ed ltu & Inv lima re Cu Art C es te 1 2 3 4 5 6 7 tm y Re viro en cit En t gu nm nti lat e the ory nt Au In the radar chart, numbers indicate the ranking for each country within that as «strong» or «very strong» against the particular attribute is indicated by the specific attribute, while the percentage of actual responses rating each country distance from the centre of the grid, moving from zero to 100%. 23. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 WORLD EVENTS TOP TEN#4 JAPAN HIGHLIGHTS AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING... 377,940 3.96 % “Japan is well-developed, methodical POPULATION FDI 2009 (MILLION USD) and has a very different style and culture TOKYO 126,475,664 200,143 compared to other Asian countries— GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) traditional but not conservative. There is 5,458,797 1,455,000 jobs (2.3 % of total emp.) something to see all year round.” GDP PER CAPITA (CURRENT USD) HDI VALUE 43,161 0.901 HDM PERFORMANCE Environmental environment Stable legal friendliness of speech Tolerance Freedom freedom Political VALUE SYSTEM S e t Lik Mos ive In 1 1 for MValue to L 1 1 1 1 oney n catio #10 #12 Edu em Reso Syst #19 re lodg rt & #17 #14 lthca QUA 10 10 in optio g Hea em 10 10 10 10 #15 #7 st A ns Sy RISM LITY #25 T O Attra #3 dard ction #7 Staniving TOU s fL F F F o DECISION / VISITATION #17 #6 LIFE #1 IF 20 20 ty 20 20 20 20 Safe #9 Food #3 #15 CONSIDERATION #15 Job ortunity 30 30 Opp 30 30 30 30 FAMILIARITY #14 AWARENESS #19 PREFERENCE #7 #5 ADVOCACY #15 ASSOCIATIONS #23 #10 #15 #1 40 40 HE #10 40 40 40 40 S au l Sk orkf RI Be tura #9 ES ty TA W ille orc GE IN Na US d e & #2 B ory Ad chn CU R FO Te LT va olo st UR OD Hi 50 50 50 50 50 50 nc gy E GO ed ltu & Inv lima re Cu Art C es te 1 2 3 4 5 6 7 tm ity Re viro en En tic t gu nm en lat e th ory nt Au In the radar chart, numbers indicate the ranking for each country within that as «strong» or «very strong» against the particular attribute is indicated by the specific attribute, while the percentage of actual responses rating each country distance from the centre of the grid, moving from zero to 100%. 24. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 WORLD EVENTS TOP TEN#5 AUSTRALIA HIGHLIGHTS AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING... 7,741,220 2.68 % “Australia’s reputation is almost POPULATION FDI 2009 (MILLION USD) universally positive, plus it offers 21,766,711 391,101 both the exotic—isolated, interesting GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) flora and fauna—and the familiar— CANBERRA 1,237,363 648,000 jobs (5.7 % of total emp.) English-speaking, developed and GDP PER CAPITA (CURRENT USD) HDI VALUE integrated economically with the rest 56,846 0.929 of the world.” HDM PERFORMANCE Environmental environment Stable legal friendliness of speech Tolerance Freedom freedom Political VALUE SYSTEM S e t Lik Mos ive In 1 1 for MValue to L 1 1 1 1 oney n catio #11 #13 #11 Edu em Reso #12 Syst #10 lodg rt & re lthca QUA 10 10 in optio g #2 Hea em 10 10 10 10 st A ns Sy ISM LITY #19 #11 #12 T O Attra dard R ction Staniving TOU s #10 fL F I F LI F o DECISION / VISITATION #16 20 20 #11 #12 20 20 20 20 ty F FE Safe #13 Food #14 #2 Job ortunity CONSIDERATION #5 30 30 Opp 30 30 30 30 #15 AWARENESS #10 PREFERENCE #2 FAMILIARITY #9 #54 ASSOCIATIONS #16 ADVOCACY #1 #42 #16 #4 40 40 HE #12 40 40 40 40 S au l Sk orkf RI #15 Be tura ES ty TA W ille orc GE IN Na US d e & B ory Ad chn CU R FO Te LT va olo st UR OD Hi 50 50 50 50 50 50 nc gy E GO ed ltu & Inv lima re Cu Art C es te 1 2 3 4 5 6 7 tm ity Re viro en En tic t gu nm en lat e th ory nt Au In the radar chart, numbers indicate the ranking for each country within that as «strong» or «very strong» against the particular attribute is indicated by the specific attribute, while the percentage of actual responses rating each country distance from the centre of the grid, moving from zero to 100%. 25. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 WORLD EVENTS TOP TEN#6 UNITED STATES HIGHLIGHTS AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING... 9,831,510 3.03 % “The United States is a very modern and POPULATION FDI 2009 (MILLION USD) forward looking nation with beautiful 313,232,044 2,319,585 natural scenery, people-oriented services, WASHINGTON, D.C GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) great shopping and tourist-friendly 14,526,550 5,492,000 jobs (3.9 % of total emp.) infrastructure.” GDP PER CAPITA (CURRENT USD) HDI VALUE 46,376 0.910 HDM PERFORMANCE Environmental environment Stable legal friendliness of speech Tolerance Freedom freedom Political VALUE SYSTEM S e t Lik Mos ive In 1 1 for MValue to L 1 1 1 1 oney n #8 catio #8 #13 Edu em Reso Syst lodg rt & re lthca QUA in #18 Hea em 10 10 optio g #2 #21 st 10 10 10 10 A ns #7 Sy ISM LITY T O Attra #5 #14 dard R ction Staniving TOU s fL F I F LI F #19 o #4 #10 DECISION / VISITATION #4 20 20 ty 20 20 20 20 F FE Safe #23 Food #15 #6 Job ortunity CONSIDERATION #1 30 30 Opp 30 30 30 30 PREFERENCE #1 #11 FAMILIARITY #2 AWARENESS #6 ADVOCACY #14 ASSOCIATIONS #47 #39 #40 #6 40 40 HE #2 40 40 40 40 #9 S au l #33 Sk orkf RI Be tura ES ty TA W ille orc GE IN Na US d e & B ory Ad chn CU R FO Te LT va olo st UR OD Hi 50 50 50 50 50 50 nc gy E GO ed ltu & Inv lima re Cu Art C es te 1 2 3 4 5 6 7 tm y Re viro en cit En t gu nm nti lat e the ory nt Au In the radar chart, numbers indicate the ranking for each country within that as «strong» or «very strong» against the particular attribute is indicated by the specific attribute, while the percentage of actual responses rating each country distance from the centre of the grid, moving from zero to 100%. 26. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 WORLD EVENTS TOP TEN#7 SWEDEN HIGHLIGHTS AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING... 450,300 5.69 % “Top country brands in the world POPULATION FDI 2009 (MILLION USD) are those that are places where people 9,088,728 323,122 want to live—like Sweden.” GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) STOCKHOLM 458,725 86,000 jobs (1.9 % of total emp.) GDP PER CAPITA (CURRENT USD) HDI VALUE 50,472 0.904 HDM PERFORMANCE Environmental environment Stable legal friendliness of speech Tolerance Freedom freedom Political VALUE SYSTEM S e t Lik #1 #1 Mos ive In for MValue #1 #1 #1 to L 1 1 oney 1 1 1 1 n catio Edu em Reso Syst lodg rt & #1 re lthca QUA 10 10 in optio g #5 Hea em 10 10 10 10 st A ns Sy RISM LITY #1 T O Attra #11 #26 dard ction #1 Staniving TOU s fL F I F LI F o DECISION / VISITATION #26 20 20 #21 ty 20 20 20 20 F FE Safe Food #23 #1 CONSIDERATION #29 #3 Job ortunity Opp PREFERENCE #29 30 30 30 30 30 30 FAMILIARITY #24 AWARENESS #27 ADVOCACY #28 ASSOCIATIONS #2 #10 #30 #3 40 40 HE #12 #4 40 40 40 40 S au l Sk orkf RI Be tura ES ty TA W ille orc GE #13 IN Na US d e & #1 B y Ad chn CU R r FO Te sto LT va olo UR OD Hi 50 50 50 50 50 50 nc gy E GO ed ltu & Inv lima re Cu Art C es te 1 2 3 4 5 6 7 tm y Re viro en cit En t gu nm nti lat e the ory nt Au In the radar chart, numbers indicate the ranking for each country within that as «strong» or «very strong» against the particular attribute is indicated by the specific attribute, while the percentage of actual responses rating each country distance from the centre of the grid, moving from zero to 100%. 27. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 WORLD EVENTS TOP TEN#8 FINLAND HIGHLIGHTS AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING... 338,420 3.64 % “Finland is definitely the ultimate POPULATION FDI 2009 (MILLION USD) expression of the organized and 5,259,250 73,851 respectful society, where civil liberties GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) and quality of life achieve top values.” 239,177 58,000 jobs (2.4 % of total emp.) GDP PER CAPITA (CURRENT USD) HDI VALUE 45,477 0.882 HELSINKI HDM PERFORMANCE Environmental environment Stable legal friendliness of speech Tolerance Freedom freedom Political VALUE SYSTEM S e t Lik Mos ive In for MValue #2 to L 1 1 oney #3 #3 #4 1 1 1 1 n #4 catio Edu em Reso Syst lodg rt & re lthca QUA 10 10 in optio g #10 Hea em 10 10 10 10 #2 st A ns Sy ISM LITY T O Attra #34 dard R ction #30 #4 Staniving TOU s fL F I F LI F o DECISION / VISITATION #38 #7 20 20 ty 20 20 20 20 F FE #32 Safe Food #29 #3 #12 CONSIDERATION #38 Job ortunity Opp PREFERENCE #44 30 30 30 30 30 30 FAMILIARITY #37 AWARENESS #33 #1 #55 ADVOCACY #42 ASSOCIATIONS #18 #8 #22 #6 40 40 HE 40 40 40 40 S au l Sk orkf RI Be tura #25 ES ty TA W ille orc GE #4 IN Na US d e & B ry Ad chn CU R FO Te sto LT va olo UR OD Hi 50 50 50 50 50 50 nc gy E GO ed ltu & Inv lima re Cu Art C es te 1 2 3 4 5 6 7 tm y Re viro en cit En t gu nm nti lat e the ory nt Au In the radar chart, numbers indicate the ranking for each country within that as «strong» or «very strong» against the particular attribute is indicated by the specific attribute, while the percentage of actual responses rating each country distance from the centre of the grid, moving from zero to 100%. 28. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 WORLD EVENTS TOP TEN#9 FRANCE PARIS HIGHLIGHTS AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING... 549,190 1.38 % “France has history, culture, gastronomy, POPULATION FDI 2009 (MILLION USD) fashion, wine, landscapes—and timeless 65,312,249 1,037,942 romance.” GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) 2,562,742 1,149,000 jobs (4.5 % of total empl.) GDP PER CAPITA (CURRENT USD) HDI VALUE 39,238 0.884 HDM PERFORMANCE Environmental environment Stable legal friendliness of speech Tolerance Freedom freedom Political VALUE SYSTEM S e t Lik Mos ive In 1 1 for MValue to L 1 1 1 1 oney n catio Edu em Reso #15 Syst #16 #18 re lodg rt & lthca QUA 10 10 in optio g #24 #19 Hea em 10 10 10 10 st A ns Sy RISM #13 LITY #17 T O Attra #62 #18 dard ction Staniving TOU s fL F I F LI F #18 o #3 DECISION / VISITATION #1 20 20 #16 ty 20 20 20 20 F FE Safe #22 Food #2 #19 Job ortunity CONSIDERATION #2 30 30 #17 Opp 30 30 30 30 PREFERENCE #3 FAMILIARITY #1 AWARENESS #1 #17 ADVOCACY #11 #35 ASSOCIATIONS #18 #16 40 40 HE 40 40 40 40 S au l #4 Sk orkf RI Be tura ES ty TA W ille orc GE #10 IN Na US d e & B CU #2 y Ad chn R r FO Te sto LT va olo UR OD Hi 50 50 50 50 50 50 nc gy E GO ed ltu & Inv lima re Cu Art C es te 1 2 3 4 5 6 7 tm y Re viro en cit En t gu nm nti lat e the ory nt Au In the radar chart, numbers indicate the ranking for each country within that as «strong» or «very strong» against the particular attribute is indicated by the specific attribute, while the percentage of actual responses rating each country distance from the centre of the grid, moving from zero to 100%. 29. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 WORLD EVENTS TOP TEN#10 ITALY HIGHLIGHTS AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING... 301,340 1.29 % “Italy doesn’t need to promote— ROME POPULATION FDI 2009 (MILLION USD) it just delivers!” 61,016,804 393,996 GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) 2,055,114 853,000 jobs (3.7 % of total emp.) GDP PER CAPITA (CURRENT USD) HDI VALUE 33,681 0.874 HDM PERFORMANCE Environmental environment Stable legal friendliness of speech Tolerance Freedom freedom Political VALUE SYSTEM S e t Lik Mos ive In 1 1 for MValue to L 1 1 1 1 oney n catio Edu em Reso Syst lodg rt & re lthca QUA in #20 Hea em 10 10 optio g #22 #20 st 10 10 10 10 A ns #23 #26 Sy RISM #9 LITY #15 T O #28 Attra dard ction Staniving TOU s #22 fL F F F #2 o #27 LIFE DECISION / VISITATION #3 IF 20 20 #22 ty 20 20 20 20 Safe #1 #29 Food #32 Job ortunity CONSIDERATION #4 #22 Opp 30 30 30 30 30 30 #31 #25 PREFERENCE #4 FAMILIARITY #4 AWARENESS #3 ASSOCIATIONS ADVOCACY #4 #12 #20 40 40 HE #3 40 40 40 40 S au l Sk orkf RI Be tura ES ty TA W ille orc GE IN Na US d e & #5 B y Ad chn CU #1 R r FO Te sto LT va olo UR OD Hi 50 50 50 50 50 50 nc gy E GO ed ltu & Inv lima re Cu Art C es te 1 2 3 4 5 6 7 tm y Re viro en cit En t gu nm ti en lat e th ory nt Au In the radar chart, numbers indicate the ranking for each country within that as «strong» or «very strong» against the particular attribute is indicated by the specific attribute, while the percentage of actual responses rating each country distance from the centre of the grid, moving from zero to 100%. 30. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • WORLD EVENTSTHE CBI DIMENSIONS VALUE SYSTEM Country brands have to focus on several dimensions to perform QUA well in today’s increasingly connected world. The strongest RISM LITY country brands are multifaceted and represent strengths in all OF L TOU the areas that impact life, business and travel. On the other I hand, the world’s weakest country brands do not have FE HE recognizable profiles in any dimension. The following pages RI SS TA GE I NE provide an in-depth look at five key dimensions that make up a & BUS CU FO R country brand: Value System, Quality of Life, Good for Business, LT UR OD Heritage and Culture and Tourism. E GO31. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONS WORLD EVENTSVALUE SYSTEMINTRODUCTION Country brand strength depends on the ability to encourage Legal Environment, Freedom of Speech and Environmental open dialogue, individual rights and civil liberties through its Friendliness. political system and social values. When a country’s Value System is regarded as weak, the When a country is recognized as a place where people can performance of its brand is affected across all the other live openly, where the rule of law is upheld, where business is dimensions measured by the CBI. respected and where institutions are trusted, its brand grows stronger. All of the values that are essential to modern society In today’s interconnected world, against a backdrop of austerity are crucial in the development of credible country brands. and financial turmoil, the ability for a nation to encourage open debate, peaceful dialogue and citizen protest supersedes all For our CBI ranking, Value System is the foundation for brand- else. building, and includes Political Freedom, Tolerance, Stable32. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSVALUE SYSTEMTOP 25 VALUE SYSTEM RANKING +/- 2010 OVERALL RANK Value System is a dimension at the root of so many others. It is the 1. SE Sweden 2 #7 foundation for a country brand’s 2. DK Denmark 2 # 15 3. FI Finland 1 #8 essence, and it evolves slowly—just 4. NO Norway 3 # 12 as the long-term cultural, political 5. #1 CA Canada 3 and social factors that comprise it. 6. NZ New Zealand 0 #3 7. CH Switzerland 0 #2 8. NL Netherlands 3 # 23 To this end, the top-performing Value System brands 9. IS Iceland 1 # 19 rank under thirty-three in the overall CBI rankings with 10. AU Australia 1 #5 the exception of Uruguay. Underscoring the foundational 11. AT Austria 1 # 17 importance of this dimension, we also see every single one of 12. DE Germany 2 # 11 our top ten country brands well represented. 13. GB United Kingdom 2 # 13 14. US United States 2 #6 In 2011, we’ve witnessed the power of Brand Scandinavia 15. BE Belgium 2 # 33 reinforced across many dimensions: these nations aren’t 16. JP Japan 1 #4 just immune to the economic crisis plaguing Europe, but 17. FR France 0 #9 they are perfect models of systems that uphold the rule of 18. IE Ireland 2 # 20 law while guaranteeing civil rights and individual liberties to 19. SG Singapore 1 # 16 their citizens. In almost every Value System attribute, either 20. ES Spain 4 # 14 Sweden, Denmark, Finland or Norway occupy the top three 21. BM Bermuda 1 # 21 positions—and between them, these nations have improved 22. IT Italy 5 # 10 their overall standings for yet another year. Undoubtedly, 23. PT Portugal 4 # 30 Sweden dominates Value System, with a perfect score overall 24. UY Uruguay 1 # 50 in the dimension, as well as in every single attribute therein. 25. CR Costa Rica 3 # 2433. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSVALUE SYSTEMTOP 25 Environmentalism and a focus on sustainability play a huge By contrast, China’s strong economic performance and role in brand strength. This year’s rising stars in the Value role in the global economy comes at a significant price: the System category share significant improvements in the country’s brand, ranked at sixty-five, remains relatively weak Environmental Friendliness attribute—most notably, Brazil in the Value System dimension overall, and is especially and India. Further, those nations that appear in the top twenty- low-performing in the attributes Environmental Friendliness, five for Value System overall also top-out the Environmental Freedom of Speech, Tolerance and Political Freedom. Friendliness attribute specifically. At the other end of the spectrum, declining country brands India’s staggering thirty-one-place jump in Value System in this dimension include a number of Middle Eastern follows improved rankings in Political Freedom, Freedom countries—in some cases, as a result of the Arab Spring (see of Speech, Environmental Friendliness and Stable Legal MENA analysis); in others due to civil war, political instability, Environment. These jumps are a product of concerted efforts wide-spread corruption and high levels of state control. domestically as well as the nation’s relative strength compared to neighboring countries in Asia Pacific, the Middle East and Overall, the weakest country brands for Value System include North Africa. Pakistan, Zimbabwe, Cambodia, Tunisia and Vietnam.34. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSVALUE SYSTEMATTRIBUTES POLITICAL OVERALL RANK TOLERANCE OVERALL RANK FREEDOM 1. SE SWEDEN #7 1. SE SWEDEN #7 2. DK Denmark # 15 2. DK Denmark # 15 3. FI Finland #8 3. NO Norway # 12 4. CA Canada #1 4. FI Finland #8 5. NZ New Zealand #3 5. CA Canada #1 6. NO Norway # 12 6. NZ New Zealand #3 7. CH Switzerland #2 7. NL Netherlands # 23 8. US United States #6 8. IS Iceland # 19 9. NL Netherlands # 23 9. CH Switzerland #2 10. GB United Kingdom # 13 10. AU Australia #5 11. AT Austria # 17 11. BE Belgium # 33 12. AU Australia #5 12. AT Austria # 17 13. IS Iceland # 19 13. ES Spain # 14 14. BE Belgium # 33 14. JP Japan #4 15. DE Germany # 11 15. MU Mauritius # 2235. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSVALUE SYSTEMATTRIBUTES STABLE LEGAL OVERALL RANK FREEDOM OVERALL RANK ENVIRONMENT OF SPEECH 1. SE SWEDEN #7 1. SE SWEDEN #7 2. DK Denmark # 15 2. DK Denmark # 15 3. FI Finland #8 3. CA Canada #1 4. CA Canada #1 4. FI Finland #8 5. CH Switzerland #2 5. NO Norway # 12 6. NO Norway # 12 6. NZ New Zealand #3 7. NZ New Zealand #3 7. NL Netherlands # 23 8. DE Germany # 11 8. US United States #6 9. AT Austria # 17 9. GB United Kingdom # 11 10. JP Japan #4 10. CH Switzerland #2 11. AU Australia #5 11. IS Iceland # 19 12. GB United Kingdom # 13 12. BE Belgium # 33 13. US United States #6 13. AU Australia #5 14. SG Singapore # 16 14. AT Austria # 17 15. NL Netherlands # 23 15. FR France #936. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSVALUE SYSTEMATTRIBUTES ENVIRONMENTAL OVERALL RANK FRIENDLINESS 1. SE SWEDEN #7 2. FI Finland #8 3. NO Norway # 12 4. DK Denmark # 15 5. CH Switzerland #2 6. NZ New Zealand #3 7. CA Canada #1 8. IS Iceland # 19 9. DE Germany # 11 10. AT Austria # 17 11. AU Australia #5 12. JP Japan #4 13. SG Singapore # 16 14. NL Netherlands # 23 15. MV Maldives # 1837. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBIEVENTS WORLD DIMENSIONSQUALITY OF LIFEINTRODUCTION Quality of Life is perhaps the broadest dimension of the CBI. For example, respect for the rule of law often goes hand-in- For our purposes, it is measured by the attributes Job hand with a sense of safety. Opportunity, Most Like to Live In, Standard of Living, Safety, Healthcare System and Education System. To this end, the CBI rankings underscore that where political freedom and democracy rule, a higher standard of living is Generally, Quality of Life represents a country’s ability to offer achieved. The financial crisis of past years and the economic gainful employment, affordable and comfortable housing, an malaise following have certainly threatened Quality of Life accessible and competitive education and overall security to in the area of Job Opportunity, but it may be too soon to tell its citizens. Naturally, this dimension is inherently tied to Value the degree to which this will impact country brands in the System and balances many issues impacted by freedom. long-term.38. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSQUALITY OF LIFETOP 25 QUALITY OF LIFE RANKING +/- 2010 OVERALL RANK Generally speaking, European nations tend to dominate in Quality of Life. 1. SE Sweden 2 #7 There is a notable and rapidly-growing 2. CH Switzerland 1 #2 3. NO Norway 1 # 12 rift within this dimension, however, with 4. FI Finland 0 #8 the continent’s sovereign nations and 5. Denmark 1 # 15 6. DK #1 economies consistently out-performing CA Canada 1 7. JP Japan 5 #4 their Eurozone counterparts. 8. AU Australia 1 #5 9. DE Germany 0 # 11 10. AT Austria 3 # 17 Sweden, Switzerland, Norway, Finland and Denmark rank 11. SG Singapore 3 # 16 highest this year, with Sweden topping the list overall and 12. NZ New Zealand 1 #3 placing first in four out of six supporting attributes: Education 13. GB United Kingdom 1 # 13 System, Healthcare System, Standard of Living and Safety. 14. US United States 2 #6 In the remaining two attributes, Job Opportunity and Most Like 15. NL Netherlands 5 # 23 to Live In, Switzerland ranks number one, continuing to punch 16. BE Belgium 2 # 33 above its weight and consistently reinforcing its status as a 17. IS Iceland 0 # 19 global symbol for economic and social stability. 18. FR France 3 #9 19. AE United Arab Emirates 0 # 25 Interestingly, several monarchical societies appear in the 20. ES Spain 1 # 14 top twenty-five for Quality of Life. Typically, this dimension is 21. IT Italy 7 # 10 closely linked to Value System and to the importance a nation 22. IE Ireland 5 # 20 places on the rule of law and civil liberties, not necessarily 23. IL Israel 0 # 28 perceived strengths among the world’s monarchies. However, 24. QA Qatar 4 # 72 the United Arab Emirates, Qatar and Saudi Arabia dodge 25. SA Saudi Arabia 1 # 69 this trend with high scores in Healthcare System, Education39. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSQUALITY OF LIFETOP 25 System and Job Opportunity. Additionally, many nations with Safety is clearly an important attribute in a country’s brand emerging economies have made leaps in improving their strength: because of perceptions around terrorism, crime and perception scores in the specific Quality of Life attributes. health, nations such as Peru, Mexico, Russia, Indonesia, the Turkey’s significant improvement in every attribute has Philippines, South Africa, Kenya and Jamaica suffer positioned the country higher in this dimension as well as in from relatively low Quality of Life scores while excelling in Good for Business. Brazil also achieved a significant increase other dimensions. in measures related to doing business and Quality of Life, particularly in Education System, Healthcare System and Most Again, many country brands are feeling the effects of the Arab Like to Live In. And finally, India has also seen improvements Spring: declining countries in the Quality of Life dimension in Quality of Life, trickling down from the Value System include Lebanon, Bahrain and Libya; while the weakest dimension and the nation’s higher ranks in Political Freedom country brands for this dimension are Cambodia, Tunisia, and Freedom of Speech. Pakistan, Kenya and Zimbabwe.40. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSQUALITY OF LIFEATTRIBUTES JOB OPPORTUNITY OVERALL RANK MOST LIKE OVERALL RANK TO LIVE IN 1. CH SWITZERLAND #2 1. CH SWITZERLAND #2 2. AU Australia #5 2. AU Australia #5 3. SE Sweden #7 3. CA Canada #1 4. CA Canada #1 4. NO Norway # 12 5. SG Singapore # 16 5. SE Sweden #7 6. US United States #6 6. NZ New Zealand #3 7. DE Germany # 11 7. US United States #6 8. QA Qatar # 72 8. ES Spain # 14 9. AE United Arab Emirates # 25 9. IT Italy # 10 10. NO Norway # 12 10. FI Finland #8 11. DK Denmark # 15 11. AT Austria # 17 12. FI Finland #8 12. DK Denmark # 15 13. GB United Kingdom # 13 13. FR France #9 14. SA Saudi Arabia # 69 14. GB United Kingdom # 13 15. JP Japan #4 15. JP Japan #441. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSQUALITY OF LIFEATTRIBUTES STANDARD OVERALL RANK SAFETY OVERALL RANK OF LIVING 1. SE SWEDEN #7 1. SE SWEDEN #7 2. CH Switzerland #2 2. CH Switzerland #2 3. NO Norway # 12 3. FI Finland #8 4. CA Canada #1 4. DK Denmark # 15 5. DK Denmark # 15 5. NO Norway # 12 6. JP Japan #4 6. SG Singapore # 16 7. FI Finland #8 7. CA Canada #1 8. AT Austria # 17 8. NZ New Zealand #3 9. DE Germany # 11 9. JP Japan #4 10. US United States #6 10. AT Austria # 17 11. SG Singapore # 16 11. DE Germany # 11 12. AU Australia #5 12. IS Iceland # 19 13. NZ New Zealand #3 13. AU Australia #5 14. NL Netherlands # 23 14. BE Belgium # 33 15. AE United Arab Emirates # 25 15. NL Netherlands # 2342. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSQUALITY OF LIFEATTRIBUTES HEALTHCARE OVERALL RANK EDUCATION OVERALL RANK SYSTEM SYSTEM 1. SE SWEDEN #7 1. SE SWEDEN #7 2. NO Norway # 12 2. FI Finland #8 3. CH Switzerland #2 3. DK Denmark # 15 4. FI Finland #8 4. NO Norway # 12 5. DK Denmark # 15 5. CH Switzerland #2 6. DE Germany # 11 6. DE Germany # 11 7. JP Japan #4 7. JP Japan #4 8. CA Canada #1 8. CA Canada #1 9. AT Austria # 17 9. AT Austria # 17 10. AU Australia #5 10. GB United Kingdom # 13 11. SG Singapore # 16 11. SG Singapore # 16 12. NZ New Zealand #3 12. AU Australia #5 13. GB United Kingdom # 13 13. NL Netherlands # 23 14. NL Netherlands # 23 14. US United States #6 15. IS Iceland # 19 15. IL Israel # 2843. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBIEVENTS WORLD DIMENSIONSGOOD FOR BUSINESSINTRODUCTION Contrary to conventional wisdom, Good for Business is not heavier scrutiny than years past. The very stability of global simply an indicator of a country’s commercial strength. currencies, banks and commercial enterprises has created Rather, the dimension includes the attributes Regulatory doubt in some country brands—translated in this year’s Environment, Skilled Workforce, Advanced Technology and rankings. Investment Climate—all factors that lead to a more holistically robust and attractive business environment. As with Quality of Life, Good for Business is a dimension deeply tied to Value System: where the rule of law is upheld, Today, economic prosperity has been challenged in many confidence in financial markets increases and brands perform markets, and financial institutions and governments are under at their best.44. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSGOOD FOR BUSINESSTOP 25 GOOD FOR BUSINESS RANKING +/- 2010 OVERALL RANK This year’s top-ranking countries in the Good for Business dimension 1. CR Switzerland 0 #2 are not necessarily nations with the 2. CR Sweden 4 #7 3. CR Germany 1 # 11 strongest economies. 4. CR Japan 1 #4 5. CR Finland 0 #8 For example, Switzerland is thirty-eighth in the world in gross 6. DK Denmark 1 # 15 domestic product alone, but still manages to rank first in 7. US United States 4 #6 our CBI thanks to high scores in Regulatory Environment 8. SG Singapore 1 # 16 and Investment Climate. As with Switzerland, Sweden and 9. NO Norway 5 # 12 Germany are competitive in the dimension largely because 10. CA Canada 2 #1 of their regulatory practices—making these three nations 11. AU Australia 1 #5 relatively safe havens in the midst of the European debt crisis. 12. AT Austria 4 # 17 13. GB United Kingdom 0 # 13 Japan continues to excel in this dimension, especially in 14. NL Netherlands 4 # 23 Advanced Technology, an attribute the country has led since 15. IL Israel 1 # 28 the CBI’s founding. Known for its tech industry exports, 16. FR France 2 #9 developments and achievements, the nation has stayed 17. BE Belgium 0 # 33 competitive in Good for Business despite the economic and 18. NZ New Zealand 3 #3 social unrest caused by 2011’s devastating tsunami. 19. IS Iceland 1 # 19 20. AE United Arab Emirates 1 # 25 The United States—once perceived as a vital hub for business, 21. KR South Korea 0 # 42 industry and innovation—fell behind in 2010, but is showing 22. IE Ireland 2 # 20 moderate improvement this year. The country brand moved 23. IT Italy 7 # 10 up four places in the dimension overall, and is ranked in the 24. IN India 10 # 29 top ten for three attributes, with notable growth in the fourth 25. ES Spain 2 # 14 attribute: Skilled Workforce.45. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSGOOD FOR BUSINESSTOP 25 The severe economic crisis facing Greece has taken its and India, which moved ten places and showed particular inevitable toll, with country brand perceptions falling improvement in Regulatory Environment and Investment significantly in that nation for 2011. Greece has declined Climate. twenty places overall within Good for Business, with double- digit drops in each of the four attributes. In 2010, a number of Middle Eastern countries were featured in the top twenty-six for this dimension, including the United Iceland has also had to cope with a recent economic Arab Emirates, Qatar, Bahrain and Saudi Arabia. This year, downturn. The nation was hit especially hard by the global only the UAE remains strong, with an overall ranking of 20 in financial crisis. But since the collapse of Iceland’s financial the dimension. sector, government economic priorities have included stabilizing the Krona, reducing the budget deficit, containing Among those nations that saw a decline in their scores in and managing inflation, restructuring the financial sector, and Good for Business is Bahrain, which fell from twenty-three diversifying the economy. The result is evident in the rankings: to fifty—perhaps due in part to the Bahraini government’s Iceland is up one place overall in Good for Business, holding response to the Arab Spring demonstrations and shifting strong at the nineteenth spot. Additionally, the country’s perceptions around the region as a result. Other declining Investment Climate score has jumped twenty spots, signaling countries in this dimension include Iran and Lebanon, while a more attractive business climate. the weakest country brands for Good for Business are Kenya, Cambodia, Tunisia, Bolivia and Zimbabwe. This year, several emerging economies shine in the Good for Business dimension overall, specifically Turkey, which improved thirty-four places, Brazil, with a thirteen-place jump,46. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSGOOD FOR BUSINESSATTRIBUTES REGULATORY OVERALL RANK SKILLED OVERALL RANK ENVIRONMENT WORKFORCE 1. SE SWEDEN #7 1. FI FINLAND #8 2. CH Switzerland #2 2. SE Sweden #7 3. DK Denmark # 15 3. CH Switzerland #2 4. FI Finland #8 4. DE Germany # 11 5. NO Norway # 12 5. JP Japan #4 6. DE Germany # 11 6. DK Denmark # 15 7. CA Canada #1 7. NO Norway # 12 8. AT Austria # 17 8. SG Singapore # 16 9. US United States #6 9. CA Canada #1 10. JP Japan #4 10. AT Austria # 17 11. SG Singapore # 16 11. US United States #6 12. AU Australia #5 12. GB United Kingdom # 13 13. NZ New Zealand #3 13. NL Netherlands # 23 14. GB United Kingdom # 13 14. IL Israel # 28 15. NL Netherlands # 23 15. AU Australia #547. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSGOOD FOR BUSINESSATTRIBUTES ADVANCED OVERALL RANK INVESTMENT OVERALL RANK TECHNOLOGY CLIMATE 1. JP JAPAN #4 1. CH SWITZERLAND #2 2. US United States #6 2. SG Singapore # 16 3. DE Germany # 11 3. SE Sweden #7 4. SE Sweden #7 4. AU Australia #5 5. CH Switzerland #2 5. DE Germany # 11 6. FI Finland #8 6. US United States #6 7. SG Singapore # 16 7. NO Norway # 12 8. DK Denmark # 15 8. FI Finland #8 9. IL Israel # 28 9. DK Denmark # 15 10. GB United Kingdom # 13 10. JP Japan #4 11. AE United Arab Emirates # 25 11. CA Canada #1 12. CA Canada #1 12. IN India # 29 13. NO Norway # 12 13. BR Brazil # 31 14. AT Austria # 17 14. GB United Kingdom # 13 15. NL Netherlands # 23 15. AT Austria # 1748. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBIEVENTS WORLD DIMENSIONSHERITAGE AND CULTUREINTRODUCTION Heritage and Culture is a supporting dimension in a country’s Heritage and Culture also reflects a nation’s commitment to brand and reflects the ability of a nation to communicate its responsible infrastructural projects that support travel and cultural assets fully and positively—from history and language tourism, in the process fueling the arts, literature and sports. to art and cultural attractions. For the CBI ranking, Heritage and Culture includes the attributes History, Art and Culture, The promotion of a country’s heritage and culture often falls Natural Beauty and Authenticity. to both public and private enterprises, thus including the influence of iconic national brands that operate across borders. Just as every dimension of the CBI is interconnected, a nation There’s no doubt that a strong tourism authority, transportation that celebrates its history through monuments, attractions, infrastructure and vibrant hospitality and service industries play museums and continuous support of the arts often ranks high a vital role in this dimension. in Quality of Life as well.49. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSHERITAGE AND CULTURE While European nations typically dominate in the Heritage and CultureTOP 25 dimension, there are some notable additions to the top twenty-five this year, representing destinations with impressive historical sites, vibrant HERITAGE AND CULTURE RANKING +/- 2010 OVERALL RANK cultural initiatives, and iconic natural wonders. 1. IT Italy 0 # 10 2. FR France 2 #9 3. IL Israel 1 # 28 This year’s list is a remarkably diverse cross-section of the 4. PE Peru 1 # 44 world’s cultures and societies—from Italy to Israel, Japan to 5. GR Greece 0 # 27 Jordan, Egypt to India. 6. JP Japan 0 #4 7. ES Spain 4 # 14 Within this dimension, there are a number of rising stars drawn 8. EG Egypt 0 # 57 from Eastern Europe, including Slovakia, Ukraine, Russia and 9. AT Austria 3 # 17 Estonia. This shifting focus in Europe from west to east is a 10. IN India 7 # 29 result of an increased number of Russian travelers exploring 11. CH Switzerland 1 #2 within the region, as well as more business opportunities with 12. GB United Kingdom 5 # 13 the Baltic states, Poland, Hungary and Romania. 13. SE Sweden 7 #7 14. IE Ireland 2 # 20 Bahrain, Paraguay, Qatar, Pakistan and El Salvador rank lowest 15. NZ New Zealand 0 #3 in the dimension. It’s important to note that every one of these 16. NO Norway 2 # 12 nations—with the exception of Qatar—is home to a registered 17. NP Nepal 8 # 61 UNESCO World Heritage site: one of many clear indications that 18. DE Germany 6 # 11 the CBI only measures perception and is not a judgment on the 19. IS Iceland 10 # 19 merit of a particular country’s rich cultural assets. 20. JO Jordan 5 # 71 21. CZ Czech Republic 3 # 38 With these countries—and indeed for every country—the 22. RU Russia 18 # 82 challenge is in turning actual strengths into perceived strengths 23. CU Cuba 11 # 56 through clear communications. As a result, Heritage and 24. FI Finland 3 #8 Culture is the most dynamic dimension of the CBI, where every 25. CA Canada 4 #1 country has an opportunity to excel.50. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSHERITAGE AND CULTUREATTRIBUTES HISTORY OVERALL RANK ART AND CULTURE OVERALL RANK 1. EG EGYPT # 57 1. IT ITALY # 10 2. IL Israel # 28 2. FR France #9 3. IT Italy # 10 3. ES Spain # 14 4. FR France #9 4. GR Greece # 27 5. PE Peru # 44 5. GB United Kingdom # 13 6. GR Greece # 27 6. IL Israel # 28 7. GB United Kingdom # 13 7. EG Egypt # 57 8. ES Spain # 14 8. AT Austria # 17 9. IN India # 29 9. JP Japan #4 10. CZ Czech Republic # 38 10. IN India # 29 11. JO Jordan # 71 11. PE Peru # 44 12. AT Austria # 17 12. SE Sweden #7 13. RU Russia # 82 13. RU Russia # 82 14. TR Turkey # 48 14. CZ Czech Republic # 38 15. JP Japan #4 15. DK Denmark # 1551. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSHERITAGE AND CULTUREATTRIBUTES NATURAL BEAUTY OVERALL RANK AUTHENTICITY OVERALL RANK 1. NZ NEW ZEALAND #3 1. CR ISRAEL # 28 2. NO Norway # 12 2. JP Japan #4 3. CH Switzerland #2 3. TZ Tanzania # 68 4. MV Maldives # 18 4. NZ New Zealand #3 5. CR Costa Rica # 24 5. IT Italy # 10 6. IS Iceland # 19 6. IS Iceland # 19 7. MU Mauritius # 22 7. CH Switzerland #2 8. ZA South Africa # 35 8. MV Maldives # 18 9. HR Croatia # 40 9. PE Peru # 44 10. SE Sweden #7 10. FR France #9 11. TZ Tanzania # 68 11. IN India # 29 12. IT Italy # 10 12. EG Egypt # 57 13. NA Namibia # 37 13. SE Sweden #7 14. AT Austria # 17 14. ES Spain # 14 15. CA Canada #1 15. AU Australia #552. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBIEVENTS WORLD DIMENSIONSTOURISMINTRODUCTION Tourism is a dimension closely linked to Heritage and Culture, Additionally, when a destination appears in the news for any but unique in its considerations of economics, the media and reason, it has the opportunity to communicate its values, entertainment. For the purposes of the CBI, Tourism includes unique attributes and personality. Arguably, even negative Resort and Lodging Options, Food, Attractions, Value for coverage—such as that following a natural disaster—can create Money, Beaches, Nightlife and Shopping. empathy and awareness for a country brand. Not surprisingly, films, television shows, documentaries, books and magazines The economics of tourism connects a country’s ability to can fuel tourism, as well as national and international PR and provide accessible, affordable options for holiday-makers and advertising campaigns. business visitors alike. A nation’s currency, exchange rate and infrastructure as it relates to the economy are important points The strongest country brands understand that the elements of of influence. The media’s coverage of a nation’s economic Tourism combined with the infrastructural considerations and political standing can also play a major role in tourism. of Heritage and Culture represent significant economic stimuli.53. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSTOURISMTOP 25 TOURISM RANKING OVERALL RANK Japan is the hero in Tourism this year. Despite the devastation of natural 1. JP Japan #4 disasters, nuclear emergency, and 2. IT Italy # 10 3. ES Spain # 14 economic upheaval, the country has 4. US United States #6 managed to move to first place in this 5. FR France #9 dimension. 6. CH Switzerland #2 7. TH Thailand # 26 8. AU Australia #5 Japan’s rankings in Attractions, Value for Money, Resort and 9. NZ New Zealand #3 Lodging and Food are strong and getting stronger, indicating 10. MV Maldives # 18 that a country’s brand can be a lasting vehicle for goodwill in 11. MU Mauritius # 22 the face of crisis, encouraging forgiveness in difficult times and 12. DE Germany # 11 boosting the value of exports. 13. CA Canada #1 14. BR Brazil # 31 This dimension is intrinsically linked to Heritage and Culture: 15. SE Sweden #7 twelve out of the top fifteen brands for Attractions also rank 16. IN India # 29 highly in that dimension, indicating that cultural assets are an 17. AT Austria # 17 important driver of tourism. The notable exceptions to this rule 18. SG Singapore # 16 are the United States, Australia and South Africa—nations that 19. AR Argentina # 32 draw tourists for a diversity of other reasons related more to 20. TR Turkey # 48 their modern infrastructure. 21. MY Malaysia # 43 22. CL Chile # 34 Within the Value for Money attribute, we see consistently high 23. MX Mexico # 47 performance among Asian and Latin American destinations, 24. FI Finland #8 but the United States is also a competitive leader—a perception 25. AE United Arab Emirates # 25 easily attributable to the depreciation of the dollar.54. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSTOURISMTOP 25 Remarkably, countries with currencies independent from the absolute privacy and exclusivity—a practice that has served Euro like Switzerland, Denmark, Norway and Iceland have the country’s brand well. also climbed up the rankings for this attribute. Known as «safe havens» in the financial services world, this climb is a In Shopping and Nightlife, the United States, France and the reflection of these countries’ risk adverse economic policies United Kingdom continue to occupy top spots, with cities like and minimal threat of disaster— financial or otherwise. Paris, London, New York, Miami and Los Angeles attracting tourists even in the face of economic downturn. Regardless of the economic turmoil felt all over the world, it would appear that luxury is alive and well, with Maldives and In 2011, the weakest country brands for Tourism include Mauritius occupying the top two spots for Resort and Lodging Pakistan, Libya, Paraguay, Ghana and El Salvador. Options. Maldives’ «one island, one resort» policy ensures55. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSTOURISMATTRIBUTES RESORT AND OVERALL RANK FOOD OVERALL RANK LODGING OPTIONS 1. MV MALDIVES # 18 1. IT ITALY # 10 2. MU Mauritius # 22 2. FR France #9 3. JP Japan #4 3. JP Japan #4 4. CH Switzerland #2 4. ES Spain # 14 5. US United States #6 5. SG Singapore # 16 6. AE United Arab Emirates # 25 6. TH Thailand # 26 7. ES Spain # 14 7. IN India # 29 8. BM Bermuda # 21 8. BR Brazil # 31 9. LC St. Lucia # 39 9. MY Malaysia # 43 10. TH Thailand # 26 10. CH Switzerland #2 11. SE Sweden #7 11. DE Germany # 11 12. NZ New Zealand #3 12. VN Vietnam # 59 13. FJ Fiji # 45 13. GR Greece # 27 14. CA Canada #1 14. AU Australia #5 15. IT Italy # 10 15. US United States #656. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSTOURISMATTRIBUTES ATTRACTIONS OVERALL RANK VALUE FOR MONEY OVERALL RANK 1. JP JAPAN #4 1. TH THAILAND # 26 2. IT Italy # 10 2. US United States #6 3. FR France #9 3. MY Malaysia # 43 4. US United States #6 4. AR Argentina # 32 5. IL Israel # 28 5. IN India # 29 6. GB United Kingdom # 13 6. LA Laos # 80 7. NZ New Zealand #3 7. ID Indonesia # 76 8. EG Egypt # 57 8. KH Cambodia # 83 9. ES Spain # 14 9. VN Vietnam # 59 10. CH Switzerland #2 10. TR Turkey # 48 11. AU Australia #5 11. AU Australia #5 12. PE Peru # 44 12. NZ New Zealand #3 13. IN India # 29 13. ES Spain # 14 14. AT Austria # 17 14. BZ Belize # 49 15. ZA South Africa # 35 15. PY Paraguay # 10657. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSTOURISMATTRIBUTES BEACHES OVERALL RANK NIGHTLIFE OVERALL RANK 1. AU AUSTRALIA #5 1. US UNITED STATES #6 2. BR Brazil # 31 2. GB United Kingdom # 13 3. US United States #6 3. BR Brazil # 31 4. MV Maldives # 18 4. ES Spain # 14 5. BS Bahamas # 41 5. FR France #9 6. TH Thailand # 26 6. IT Italy # 10 7. GR Greece # 27 7. AU Australia #5 8. ES Spain # 14 8. TH Thailand # 26 9. IT Italy # 10 9. AR Argentina # 32 10. FJ Fiji # 45 10. DE Germany # 11 11. MU Mauritius # 22 11. JP Japan #4 12. FR France #9 12. NL Netherlands # 23 13. ZA South Africa # 35 13. SG Singapore # 16 14. MX Mexico # 47 14. GR Greece # 27 15. BB Barbados # 36 15. CN China # 6558. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSTOURISMATTRIBUTES SHOPPING OVERALL RANK 1. US UNITED STATES #6 2. FR France #9 3. IT Italy # 10 4. GB United Kingdom # 13 5. JP Japan #4 6. CN China # 65 7. SG Singapore # 16 8. AE United Arab Emirates # 25 9. TH Thailand # 26 10. DE Germany # 11 11. IN India # 29 12. AR Argentina # 32 13. AU Australia #5 14. ES Spain # 14 15. CA Canada #159. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSTOURISMEMERGING TRENDS BY THE EXPERTSAccess As travel and tourism The growing middle class There is growth at both ends hotels. Boutique travel and become more accessible to has created 700 million new of the price spectrum. hotels are booming.for all all, tourists seek real value travelers from Asia and Latin The increase in number of and added benefits: cheaper America. Likewise, travel budget travelers has resulted The sophisticated traveler deals, bigger rooms, low-cost is becoming increasingly in a boom in related short- seeks slow travel: cruising airlines and free amenities common amongst Eastern haul, low-cost travel. has never been more popular such as Wi-Fi. Europeans. In parallel, there is huge and luxury trains are coming growth in luxury and premium back into fashion.Fly me to... Plane travel, particularly perception between long- and There is increasing demand seem to emphasize modernity short-haul, is perceived to short-haul flights. for more low-cost airlines and but retain warmth, with athe service be deteriorating in terms lower budget hotels. trend toward small boutiques of service, with the train Standards of in-flight service priced slightly below becoming an increasingly are under scrutiny, particularly Economy class air travel has international chain five-stars. attractive and practical for long distance flights, e.g. become more comfortable option, particularly in Europe. poor quality food, availability as airlines update their There is a clear difference in and range of entertainment. fleets. New hotel propertiesThe real Travelers are looking for new The trend towards thematic Similarly, tourists want The Middle East is viewed destinations, culture and food, and experiential travel unique, personal experiences as undervalued and under-thing with authenticity now a key continues. to feel that they have been promoted, yet with significant decision factor. Several new Travelers seek to become «off the beaten track,» potential given its combination regions are benefiting, such immersed in a country, continually scrutinizing of history, art, religion and as South America, Eastern and to gain local knowledge those destinations that culture. Europe and the Middle East. and understanding. ultimately prove to offer only «fauxthentic» experiences.60. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSTOURISMEMERGING TRENDS BY THE EXPERTSThe echoes Concern is growing and for their carbon footprint Travelers are increasingly Sustainability is becoming increasingly widespread and expect to see tourism aware of the environmental tablestake rather than simplyof eco over the issue of responsible taxes contributing towards impact of their own travel a nice to do. environmental management environmental causes. plans. They are willing to pay and sustainability. more for “green” options and Travelers will increasingly demand information in order hold countries accountable to evaluate and choose ethical operators.Far east fast The huge growth in number Asian tourism has The emergence of the independently rather than in of Chinese tourists is visible significantly increased in Foreign Independent Traveler organized groups. across the globe with the SE Asia, with the majority of (FIT) from Asian countries; same true for other emergent visitors coming from China with increased education, nations such as Brazil. and South Korea. wealth and sophistication, In parallel, the number of We see an increasing people now feel increasingly North American tourists has influence of China on inbound confident to travel decreased. and outbound travel.Short, regular A growing global reality: unrelated to socioeconomic travel amongst middle-aged as tripadvisor.com and young people think about status. generations is more static. TravelPost.stays traveling more than ever before. Many view their work There is growth in travel Uncertainty and dynamic This growing tendency as sporadic and merely a amongst both Baby lifestyles result in shorter towards short vacations is means to undertake a new Boomers and Generation trips, often for weekends mirrored in the trend towards journey. Increasing travel Y (domestically and rather than weeks. Increasing independently organized amongst this group is internationally). Meanwhile, reliance on search and travel recommendation tools such61. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE CBI DIMENSIONSTOURISMEMERGING TRENDS BY THE EXPERTSDo it yourself Internet is now the norm, With the high availability of There is a need for tailor- more economical forms not the exception for booking last minute accommodation made tour packages that of travel such as budget airlines, hotels and all types and rising self-confidence of appeal to all kinds of travelers, airlines and mid-range hotels of travel needs, including travelers, self catering, self available via the internet. in destinations closer to on the ground transport and ticketing and self servicing home. As the financial crisis restaurant reservations. are becoming increasingly Even if the economy is not hits harder, boutique and common. at its best, consumers seem personalization applies as to find a way to adjust, with much to four-star hotels.Me and People are hungry for Geo-tagging is a new way Peer recommendation has Real-time use of social opportunities to share, of sharing both experiences increasingly become more media facilitates reporting ofmy friends publishing through Facebook and information. A good or relevant to people than expert extremely precise information. and Twitter, rather than simply bad note on Foursquare advice. Integrating this information is traveling for the experience or Facebook can radically left to the individual traveler, itself. and instantly modify the Travel agencies will need to researching and reviewing perception of a restaurant or find new and genuine ways of content in a customized way. a hotel. providing travel advice.62. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONALBOUNDARIESIndividual governments and societies can influence thecourse of a country brand’s development—a fact that isdemonstrated by those countries which follow more variedpatterns across the five dimensions we measure.Country branding is a deliberate and managed process thatreflects a high degree of planning, strategy and effort—andwe see this in the sheer diversity of our rankings.Another factor that weighs heavily on a country’s brandstrength is that of economic partnership and regionalallegiance. Considering how closely connected we all are,limiting our scope to that of national boundaries may nolonger serve as a relevant factor in determining a countrybrand’s potential. The development of alliances betweencountries is further evidence that they may have moreto gain through forging relationships that lie well beyondtraditional geographies.63. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESLATIN AMERICAA REGION ON THE RISE Latin America has developed a has traditionally been seen as much more difficult due to perceived weaknesses around safety, economic stability and growing sense of regional identity in social stratification. But two decades of relative political calm the last decade, favoring consolidation have allowed most of the region’s countries to positively and effectively address these negative attributes. at a time when more established regional entities like the European Regarding the CBI ranking, there is a first tier of countries Union start to question its value. leading the region—composed either of nations with a very specific positioning, such as Costa Rica, or larger countries such as Brazil, Argentina, Chile, Peru and Mexico. The stars of Although the individual countries exhibit huge differences Latin America are demonstrating relatively strong performance in terms of history, economy, society and politics, there is a across all five dimensions, with Chile representing the strong strong will to build towards a shared future. growth over two years, and Brazil rising significantly as well. Without the need for a common currency, the commercial A second tier of countries are those that perform relatively well interchange inside the region is growing quickly, with Brazil in specific metrics, e.g. Uruguay (Value System and Quality of as the clear leader. The common belief is that it’s easier to Life) and Panama (Good for Business and Shopping). protect a labor force if production of goods is regional rather than global. This is partially true in Latin America, where In a third tier we encounter two kinds of countries—those that rejecting some of the entanglements associated with global polarize perceptions, like Venezuela for its political situation free trade has helped the region withstand the damage of or Colombia for security issues. Additionally, there are several global economic crisis. smaller countries in Central and South America that have yet to create the awareness required to sustain a strong position. In terms of country branding, the majority of the countries in this region have been traditionally considered good places to visit. However, planning to live in Latin America64. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESLATIN AMERICARANKINGS RANKING MOV. RANK. 2010 GRAL. 1. CR Costa Rica 3 # 24 2. BR Brazil 10 # 31 3. AR Argentina 1 # 32 4. CL Chile 6 # 34 5. PE Peru 3 # 44 6. MX Mexico 1 # 47 7. UY Uruguay 3 # 50 8. DO Dominican Republic 17 # 55 9. CU Cuba 6 # 56 10. PA Panama 0 # 67 11. EC Ecuador 1 # 75 12. GT Guatemala 5 # 81 13. VE Venezuela 7 # 84 14. CO Colombia 4 # 89 15. HN Honduras N/A # 90 16. BO Bolivia N/A # 96 17. NI Nicaragua 2 # 100 18. PY Paraguay N/A # 106 19. SV El Salvador 4 # 10965. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESBRICS: A FAMILY OF DIVERGENTCOUNTRY BRANDS BRICS is an international categorization Strong growth and high interest rates have made Brazil attractive to foreign investors, while capital inflows over the comprised of Brazil, Russia, India, past year have contributed to a rapid appreciation of the Real. China and South Africa. Together, Unlike China, Brazil has also managed to improve perceptions these nations represent roughly one- in other dimensions of brand strength, particularly Tourism, third of the world’s population and are which increased thirty places this year. In fact, Brazil improved categorized by their ability to influence in every single HDM measure for 2011. global affairs and economics. China, on the other hand, continues to decline in perception despite its important role in the global economy. Overall, But while these emerging economies share much in common, the country ranks sixty-five—down nine places since last they differ greatly in brand strength: an indicator that true year due in part to declining scores in Investment Climate, prosperity is a multifaceted ideal. Skilled Workforce, Regulatory Environment and Advanced Technology. In 2010, we speculated that the nations comprising this group had a long journey ahead of them improving perceptions of Simply put, China Inc. has arrived. As the second largest a less-than-favorable business climate. Over the past year, economy today—and one likely to displace the United States however, every BRICS nation with the exception of China has in a short decade—the world’s most populous nation is now improved in overall rank for the Good for Business dimension, among the richest. The numbers behind its rise are startling: particularly Brazil. with tenfold GDP growth since 1978, China is the world’s largest exporter, represents the largest automobile market and India leads the BRICS in overall country brand perception, has four of the world’s top ten companies. It has a labor force but Brazil is the rising star in the pack. Following successful of over 800 million people and a literacy rate of 91.6%—as bids to host the 2014 FIFA World Cup and 2016 Olympic well as more imports in iron ore, copper and crude oil than Games, the country’s overall CBI ranking has jumped ten any other sovereign power. places, making it a rising star in the index overall.66. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESBRICS: A FAMILY OF DIVERGENTCOUNTRY BRANDS From a brand standpoint, however, China is yet to match Brand China suffers most when it comes to Value System, the strength of its economy. While the country shows steady ranked ninety-nine overall for the dimension and not ranking improvements in key measures such as Awareness— below ninety-nine in Political Freedom, Environmental particularly in light of the 2008 Beijing Olympics—it is Friendliness, Tolerance or Freedom of Speech. It is apparent declining in most other brand measures. Advocacy seems that perceptions around China are particularly affected by to present challenges, with a steady drop in the ranking over criticisms of its human rights record and uncomfortably high consecutive years indicating that the experience of visiting ranking on the Human Rights Risk Atlas, which puts it in the may not meet the high expectations of business and leisure company of Somalia and Afghanistan when it comes to civil, travelers. political and labor rights and Iran and Myanmar on Freedom of Speech.67. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESBRICSRANKINGS RANKING MOV. RANK. 2010 GRAL. 1. IN India 6 # 29 2. BR Brazil 10 # 31 3. ZA South Africa 4 # 35 4. CN China 9 # 65 5. RU Russia 1 # 8268. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESMENA: THE EFFECTSOF THE ARAB SPRING The Middle East and North Africa repression and censorship in the process. This underscored the importance of freedom of speech and the unhindered flow (MENA) is a region of largely of information in all nations. underdeveloped country brands, even Naturally, the result has meant sea change—for the region though it holds a number of iconic and for the world. destinations, historic landmarks and cultural icons. Collectively, MENA brands have suffered declining perceptions in Value System and Quality of Life this year. Considering that the Arab Spring protests were largely fueled by difficult living At first glance, this year’s rankings hold little in the way of conditions, massive unemployment, restricted civil liberties surprise: the United Arab Emirates and Israel continue to take and widespread political corruption, this comes as no surprise. top spots, and across the region. Quality of Life and Good for Business remain the strongest performing dimensions. Within Quality of Life, Safety is an attribute that has fallen for every MENA country brand except the UAE and Algeria. Libya, But this was a landmark year in MENA, beginning on Bahrain, Tunisia and Syria have declined the most among that December 18, 2010 and including revolutions in Tunisia group. Perceptions around Political Freedom and Freedom of and Egypt; civil war in Libya; uprisings in Bahrain, Syria and Speech in MENA countries also fell—in Bahrain particularly— Yemen; major protests in Israel, Algeria, Iraq, Jordan, Morocco leading to a forty-three-place drop in the Value System and Oman; and minor demonstrations in Kuwait, Lebanon, dimension overall for that nation. Saudi Arabia and Sudan. In short, the Arab Spring is the single largest wave of citizen-owned protest the region has Libya has also seen a decline overall this year, six places known. to 110. Under Muammar Qaddafi’s reign, the nation struggled with perception across attributes. This year’s drop Importantly, these protests relied on social media to organize is undoubtedly a reflection of the mass uncertainty caused and communicate, drawing attention to state attempts at by the Arab Spring and the subsequent uprising against his69. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESMENA: THE EFFECTSOF THE ARAB SPRING regime, ultimately leading to his death. Today, the government fiftieth place, in large part because of declining perceptions has been replaced by the emerging National Transitional around Investment Climate, Regulatory Environment and Council. Skilled Workforce. Syria, Tunisia and Libya all suffered declines in Good for Business and are now considered very The Arab Spring’s impact on the Good for Business dimension weak within the dimension. has also been significant, indicating that when fundamental components of a country’s brand—like Quality of Life While the impact of the Arab Spring is ongoing, it is inevitable and Value System—are jeopardized, that nation’s ability to that this massive sociopolitical event will have enormous contribute to the global economy also declines. bearing on brand perception over the coming years, and in turn, on economic viability. New democracies present For example, in 2010, Bahrain was particularly strong in countless opportunities for nations to elevate their standing in Good for Business and ranked twenty-third for the dimension Value System and Quality of Life, especially. overall. Over the course of the past year, it moved down to70. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESMENARANKINGS RANKING MOV. RANK. 2010 GRAL. 1. AE United Arab Emirates 3 # 25 2. IL Israel 2 # 28 3. EG Egypt 1 # 57 4. OM Oman 1 # 58 5. MA Morocco 2 # 62 6. LB Lebanon 8 # 63 7. SA Saudi Arabia 0 # 69 8. JO Jordan 4 # 71 9. QA Qatar 2 # 72 10. DZ Algeria 15 # 85 11. SY Syria 5 # 92 12. BH Bahrain 14 # 94 13. TN Tunisia 15 # 98 14. LY Libya 6 # 11071. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESAPAC: A JUXTAPOSITIONOF CULTURE AND COMMERCE Asia Pacific is home to three of the food. From Angkor Wat in Cambodia and the Taj Mahal in India to world’s strongest performing brands the bustling cities of Sydney, Singapore, Hong Kong and Tokyo, and three of its weakest—reflecting APAC has countless cultural assets to its credit. the significant geographic reach Especially in the dimension Heritage and Culture, this year’s of the region and sheer diversity of APAC rankings offer few surprises. Yet overall, there are a its member nations stretching from number of countries in Asia Pacific experiencing decline— proving that consistent brand management and competitive Oceania to westernmost Asia. brand management are not the same thing. While consistency has served many country brands well, in today’s volatile and Additionally, it is home to several powerhouse economies, both highly transparent media climates, it’s important for brands to established and emerging—China and Japan being leaders on stay flexible and fresh. that list. While Laos and Cambodia represent two of the world’s New Zealand, Japan and Australia are among the world’s weaker performing brands—ranking eightieth and eighty- strongest, most differentiated brands, but Singapore, Maldives, third respectively—they are two rising stars in the region. For Thailand and India also represent a second tier of strong Cambodia, Familiarity and Consideration are up ten places and country brands within the region. Performing particularly well actual visitation to the country is up eight. Cambodia’s Good in Tourism and Good for Business, these nations are home for Business, Value System and Quality of Life dimensions all to great beaches and resorts, as well as favorable investment suffered significant declines—particularly where Education climates and powerhouse economies. System, Healthcare System, Standard of Living and Political Freedom are concerned. But it’s clear that respondents weren’t Tourism and Heritage and Culture remain Asia Pacific’s deterred from traveling to Cambodia, ranking it fifteen places strongest association dimensions this year. The region offers higher overall for Tourism, and a very impressive fifty-three a wealth of attractions, and consistently performs well in places higher for Attractions. attributes related to value, historic sites, cultural venues and72. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESAPAC: A JUXTAPOSITIONOF CULTURE AND COMMERCE The Philippines experienced the biggest decline in the APAC’s three weakest overall performers—Bangladesh at 107, region overall again this year, dropping twenty-nine places in Iran at 111, and Pakistan at 113—perform weakly across all 2010 and another thirteen this year—perhaps due in part to five dimensions. continuing unrest in the south. The country still suffers weak rankings for History, Art and Culture, Authenticity, Safety, Environmental Friendliness and Stable Legal Environment but did see positive perceptual gains in its Investment Climate and Healthcare System.73. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESAPACRANKINGS RANKING MOV. RANK. 2010 GRAL. 1. NZ New Zealand 0 #3 2. JP Japan 2 #4 3. AU Australia 3 #5 4. SG Singapore 1 # 16 5. MV Maldives 2 # 18 6. TH Thailand 0 # 26 7. IN India 6 # 29 8. KR South Korea 2 # 42 9. MY Malaysia 1 # 43 10. FJ Fiji 6 # 45 11. VN Vietnam 4 # 59 12. NP Nepal 2 # 61 13. CN China 9 # 65 14. ID Indonesia 4 # 76 15. PH Philippines 13 # 78 16. LA Laos 8 # 80 17. KH Cambodia 7 # 83 18. BD Bangladesh 5 # 107 19. IR Iran 2 # 111 20. PK Pakistan 5 # 11374. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESEUROPE:A REGION IN TURMOIL Europe is home to a large number Greece has been at the center of much of this year’s economic news out of Europe. The nation has fallen five places in of strong country brands, especially the index this year, to twenty-seven overall. While Awareness, relative to other regional groupings. Preference and Consideration remain strong, perceptions around the country’s quality of life and economic climate have weakened considerably. Investment Climate is down nineteen Sixteen out of the thirty-three nations that we evaluate in ranks, Regulatory down twenty-three, and Skilled Workforce Europe rank at thirty or below in the overall index, and half of down eleven—undoubtedly a result of the highly publicized our top ten reside in this region. Value System is consistently protests surrounding the nations’ economic downturn and mass the strongest performing dimension, especially among the unemployment. That said, Greece is still considered a strong Scandinavian countries, as noted elsewhere in the CBI. destination for Tourism and Heritage and Culture, with only There are a number of declining brands in Europe, however: Value for Money suffering a significant decline within those including Greece, the United Kingdom, Ireland France and dimensions. Portugal. The biggest rising star in the region as well as in the entire CBI While sovereign debt increases have been most pronounced in is Estonia, with a twenty-three place leap overall and significant only a few Eurozone countries, they have become a perceived improvement across every dimension. In Good for Business, problem for the area as a whole. As early as 2010, concern Quality of Life and Value System, the country ranks high— about rising government debt levels in Europe manifested especially where Education System, Safety and Environmental themselves in financial markets, and a wave of downgrades Friendliness are concerned. Importantly, Estonia adopted the created significant downturns economically in 2011. Euro on January 1, 2011, becoming the seventeenth Eurozone member state. Paired with the highest GDP among the former Not surprisingly, the majority of European nations (nineteen Soviet republics, this could easily be an indicator of great things out of thirty) experienced declines in Job Opportunity this to come. year, especially Spain, Greece, Portugal, Croatia and Cyprus. In keeping with the region’s troubled perceptions around the economy, Regulatory Environment has also seen significant declines for countries across Europe.75. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESEUROPE RANKING MOV. RANK. 2010 GRAL.RANKINGS 1. CH Switzerland 3 #2 2. SE Sweden 3 #7 3. FI Finland 0 #8 4. FR France 2 #9 5. IT Italy 2 # 10 6. DE Germany 0 # 11 7. NO Norway 1 # 12 8. GB United Kingdom 4 # 13 9. ES Spain 0 # 14 10. DK Denmark 4 # 15 11. AT Austria 3 # 17 12. IS Iceland 5 # 19 13. IE Ireland 3 # 20 14. NL Netherlands 2 # 23 15. GR Greece 5 # 27 16. PT Portugal 1 # 30 17. BE Belgium 1 # 33 18. CZ Czech Republic 5 # 38 19. HR Croatia 9 # 40 20. CY Cyprus  1 # 46 21. TR Turkey 7 # 48 22. MT Malta 13 # 51 23. SI Slovenia 2 # 52 24. HU Hungary 6 # 60 25. EE Estonia 23 # 66 26. BG Bulgaria 6 # 70 27. AL Albania 12 # 73 28. SK Slovakia 5 # 74 29. PL Poland 3 # 79 30. RU Russia 1 # 82 31. RS Serbia 13 # 97 32. RO Romania 9 # 101 33. UA Ukraine 6 # 10576. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESAFRICA: A STRUGGLETO ESTABLISH BRAND STRENGTH For the past seven years, almost every The next clear tier of competitive African country brands includes Egypt, Morocco, Namibia, Botswana, Tanzania and African nation has under-performed Kenya, all performing well in both Tourism and Heritage and across all measures of the CBI. Culture. Interestingly, Namibia ranks moderately well and fairly consistently across measures of brand strength, ranking The vast differences in the continent’s higher than Egypt and coming in at an impressive thirty-seven geography, peoples, cultures and in the index overall. Egypt remains a strong tourist destination economies can’t be underestimated— in the region, however, and has risen to the top spot for History and leads Africa in Attractions. nor can the lingering effect of historical and cultural issues that transcend It is important to mention that fifteen out of the twenty-three African countries evaluated have weak or very weak standings borders. overall and are ranked at eighty-five or below. This year, Zimbabwe moved up one spot from its position at the bottom The devastating impact of disease, malnutrition, AIDS, civil in 2010. Like many of its counterparts in the bottom ten, unrest and war, alongside a burgeoning population and poor Zimbabwe has suffered from over a decade of political and capital infrastructure, means that African country brands face economic turmoil, has a poor human rights record and is a startling disadvantage. known to have some of the most severe restrictions on press freedom in the world. Africa’s strengths are tiered, with its highest ranked nations performing best in the Tourism dimension. Mauritius is the A continuing issue for the world is to help Africa realize region’s leading country brand and ranked among the top its full potential and for African leadership to undertake a twenty-five in this year’s index, leveraging its reputation as a concerted effort in communicating their vision and countless beach destination. Underscoring this association, Mauritius opportunities for growth. From the Arabic and Islamic north ranks second in the Resort and Lodging Options attribute. to the central and southern continental nations, the challenge South Africa is second in the region and twenty-ninth overall of educating a growing population and raising the standard of in Tourism—in large part because of the country’s successful living is directly related to governments’ ability to establish the efforts to attract and host Africa’s first FIFA World Cup in 2010. rule of law, civil liberties and anti-corruption practices.77. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • BEYOND NATIONAL BOUNDARIESAFRICARANKINGS RANKING MOV. RANK. 2010 GRAL. 1. MU Mauritius 1 # 22 2. ZA South Africa 4 # 35 3. NA Namibia 1 # 37 4. BW Botswana 2 # 53 5. EG Egypt 1 # 57 6. MA Morocco 2 # 62 7. TZ Tanzania 5 # 68 8. KE Kenya 9 # 77 9. DZ Algeria 15 # 85 10. SL Sierra Leone 8 # 86 11. CM Cameroon 10 # 87 12. MZ Mozambique 7 # 88 13. GH Ghana 13 # 91 14. SD Sudan 8 # 93 15. ET Ethiopia 1 # 95 16. TN Tunisia 15 # 98 17. UG Uganda 8 # 99 18. RW Rwanda 9 # 102 19. CG Congo 4 # 103 20. SN Senegal 1 # 104 21. NG Nigeria 2 # 108 22. LY Libya 6 # 110 23. ZW Zimbabwe 2 # 11278. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • FULL LIST OF COUNTRIES 1. CA Canada 0 30. PT Portugal 1 59. VN Vietnam 4 88. MZ Mozambique 7 2. CH Switzerland 3 31. BR Brazil 10 60. HU Hungary 6 89. CO Colombia 4 3. NZ New Zealand 0 32. AR Argentina 1 61. NP Nepal 2 90. HN Honduras N/A 4. JP Japan 2 33. BE Belgium 1 62. MA Morocco 2 91. GH Ghana 13 5. AU Australia 3 34. CL Chile 6 63. LB Lebanon 8 92. SY Syria 5 6. US United States 2 35. ZA South Africa 4 64. JM Jamaica 2 93. SD Sudan 8 7. SE Sweden 3 36. BB Barbados 4 65. CN China 9 94. BH Bahrain 14 8. FI Finland 0 37. NA Namibia 1 66. EE Estonia 23 95. ET Ethiopia 1 9. FR France 2 38. CZ Czech Republic 5 67. PA Panama 0 96. BO Bolivia N/A10. IT Italy 2 39. LC St. Lucia 4 68. TZ Tanzania 5 97. RS Serbia 1311. DE Germany 0 40. HR Croatia 9 69. SA Saudi Arabia 0 98. TN Tunisia 1512. NO Norway 1 41. BS Bahamas 4 70. BG Bulgaria 6 99. UG Uganda 813. GB United Kingdom 4 42. KR South Korea 2 71. JO Jordan 4 100. NI Nicaragua 214. ES Spain 0 43. MY Malaysia 1 72. QA Qatar 2 101. RO Romania 915. DK Denmark 4 44. PE Peru 3 73. AL Albania 12 102. RW Rwanda 916. SG Singapore 1 45. FJ Fiji 6 74. SK Slovakia 5 103. CG Congo 417. AT Austria 3 46. CY Cyprus  1 75. EC Ecuador 1 104. SN Senegal 118. MV Maldives 2 47. MX Mexico 1 76. ID Indonesia 4 105. UA Ukraine 619. IS Iceland 5 48. TR Turkey 7 77. KE Kenya 9 106. PY Paraguay N/A20. IE Ireland 3 49. BZ Belize 3 78. PH Philippines 13 107. BD Bangladesh 521. BM Bermuda 3 50. UY Uruguay 3 79. PL Poland 3 108. NG Nigeria 222. MU Mauritius 1 51. MT Malta 13 80. LA Laos 8 109. SV El Salvador 423. NL Netherlands 2 52. SI Slovenia 2 81. GT Guatemala 5 110. LY Libya 624. CR Costa Rica 3 53. BW Botswana 2 82. RU Russia 1 111. IR Iran 225. AE United Arab Emirates 3 54. TT Trinidad & Tobago 2 83. KH Cambodia 7 112. ZW Zimbabwe 226. TH Thailand 0 55. DO Dominican Republic 17 84. VE Venezuela 7 113. PK Pakistan 527. GR Greece 5 56. CU Cuba 6 85. DZ Algeria 1528. IL Israel 2 57. EG Egypt 1 86. SL Sierra Leone 829. IN India 6 58. OM Oman 1 87. CM Cameroon 1079. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • LOOKING TO 2012 Country brand strength has a tangible impact on peoples’ lives. Whether a country’s brand creates economic opportunity through investment and tourism, or supports a national rally cry to unite citizens, it is an asset that must be managed and measured. The strategic development of country brands and their marketing has become big business and will undoubtedly continue to fuel economic growth in the years to come. For that reason, governments and80. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • LOOKING TO 2012 private enterprises must discuss and evaluate a country’s Presidential elections in the United States will undoubtedly brand carefully and continually. In times of economic impact political confidence and create new opportunities for uncertainty, a country’s brand is an asset that can unite media coverage. government and business alike to encourage travel, trade and tourism. The European Football Cup in Poland and Ukraine should offer a unique chance for both nations to highlight their respective cultures, histories and tourism appeal. The nations of the Middle East and North Africa that have recently changed their governments and harnessed the power of their citizenry may now have the challenge of transferring that energy and openness into investment and tourism. Asia Pacific will continue to grow regionally as infrastructure of travel and tourism expands to meet increased regional demand. A brand that is well managed creates efficiencies in capital Similarly, Latin America will benefit from developments and resources. When aligned with a strategic vision, it can in infrastructure and inter-regional tourism, signaling growth help maximize the impact of competitive communications. and popularity. The CBI is not a predictive tool, but a benchmark for success And finally, in Europe the challenges of the economic and an indicator of what combination of elements effectively crisis will continue to influence confidence and appeal for support strong country brands. In 2012, there are clear business and consumers. In parallel, the political infrastructure opportunities for growth in several nations and regions, and values of the European Community will be tested across including: a number of nations that may see declining brand strength The United Kingdom should look to leverage the London scores in the index if they fail to respond to new challenges. Olympics to help its overall score.81. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • EXPERTS AND OPINION FORMERSPauline Abadie, Singapore David Bowser, Camilo Concha, President Marina Ferriani, Ricardo Huancaruna, airline, Air Hostess, France Senior Consultant of of Smart Media, Colombia Comercial Director at Altomayo, PerúJames Abbott, Strategy & Public Policy Nathalie Dalle, Lufthansa Amarello Magazine, Brasil Sean Hughes, Senior Financial Strategy Council for Weber at The Nous Group and Sales Coordinator, France Mila Fiorese, International Advisor for GT Group and Shandwick, Australia Cogitatio, Australia Chen Deng Chao, Senior IT Marketing Manager at BRF Chairman of Grand HyattSoledad Aguado, Alejandro Carbon, Manager, China Mobile, Brasil Foods, Brasil Hotel Group, Australia Editorial Director, Revista Vice President of Corporate China Peter Flamman, General Matt Jones, Senior Vice Huéspedes, Argentina Development, Majid Al Alberto Desimone, Strategic Manager Northern Europe President of Strategy &Felipe Aldunate, Futtain, Dubai, UAE partner of Aerolíneas at Turner Broadcasting Creative at Jack Morton, América Economía, Chile Gary Caulfield, Creative Argentinas, Argentina System EMEA, UK AustraliaJorge Arias, Konrad Adenauer Director, Ogilvy Jakarta, Alejandro Díaz, Amcham James Frost, Head of Loyalty, Andrew Kefford, Foundation, Argentina Singapore Executive Director, Argentina Nectar, UK President (Asia Pacific),Nicholas Ashill, Marketing Clarke L. Caywood, Ph.D., Marina Diniz, Helen Graney, Managing Results International Group, Professor and Department Professor, Northwestern International DJ, Brasil Director of Jack Morton, Singapore Head, American University Univ., Evanston IL, US Fraser Dinnis, Managing Australia Brian Kelly, Founder, of Sharjah, UAE Alexander Chan, Partner, Trevose Capital Pte Waldinei Guimaraes, Market The Points Guy, Miami, USAshish Banerjee, Senior Vice President, Ltd, Singapore Intelligence Manager Sheikha Lubna bint Khalid Al Vice President, Brand Strategy and Business Paulo Roberto Domingues at Netshoes, Brasil Qasimi, Her Excellency, (Commercial), DU, Dubai, Development, Citi Asia de Faria, Professor at ESPM Estefânia Guimarães, UAE’s Minister of Foreign UAE Pacific, China University and Entrepreneur Intercultural advisor with Trade, UAEJesus Blanco, CEO, Emicom Qinnie Chan, in Real State industry, Brasil focus in Diversity for Global Anna Klingmann, M.Arch, Media Ltd., Dubai, UAE Runway Model, China Coca Edwards, Adimark, Chile Line company, Brasil Ph.D, Principal, KlingmannSylvain Bosc, CORSAIRFLY Jonathan Cheung, Sergio Estrada, VP Citibank Ben Hartman, Head of Architects & Brand Marketing and Network Manager - Asia Pacific Bogotá, Colombia Personalities and Athletes Consultants, New York, US Director, France Financial Analysis, RS Jody Evans, Senior Lecturer at Octagon, Australia Maite de La Torre Campo,Ken Boundy, Principal, Components, China at Melbourne Business Alfredo Hasbún, Director and Tourism The Insight and Strategy Anthony Choi, Managing School and Board Member Air Canada, Chile Counselor for the Spanish Group, Singapore Director, Van Klaren, Board of Public Galleries Carly Herrig, Head of Office Tourism in Paris, Member of Zhejiang HK Association of Victoria, Corporate at Weber France Association, China Australia Shandwick, Australia Shalini Lalwani, Market Aureliano Cicala, Alitalia, Italy Ian Ewart, SVP Markting, Dong Hong Gang, famous Kun Research Consultant, RBS Wealth, UK Qu Opera actor, China Singapore82. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • EXPERTS AND OPINION FORMERSCarmen Lau, Head of Freddy Neira, Centro Alfredo Pinillos, Patronato David Richelsoph, Georg Toufar, Director Business HR, Global Internacional de Estudios Huacas de Moche, Perú US Embassy, Cambodia, European Marketing Services Sales, Nokia, China Turísticos de Chile Armando Politi, Singapore & Sales, Member of theFederico Leonhardt, Sandra Ng, Director of Country Brand Manager Raúl Rivera, TNX / Author Executive Committee Entrepreneur in Real State Human Resources, Techint, Colombia of «Nuestra Hora», Chile at Mundipharma industry, Argentina JW Marriot HK, China Lisa Popplewell, Christopher Ruane, International, UKMarc Levy, Director at Right Sean Nicholls, Vice President and General Growth Strategist, Flare Jacquelynne Willcox, Senior Lane Consulting, Australia Managing Director of Manager of Weber Innovation, Singapore Strategic Council for WeberDavid T.C. Lie SBS, OM, JP, Octagon, Australia Shandwick, Australia Ian Rumsby, Chairman Shandwick, Australia Honorary Consul of The Rossitza Ohridska Olson, Creel Price, Accelerate of Weber Shandwick, Drew Williams, Corporate Hashemite Kingdom of President, Vizantia Global Entrepreneur, Australia Advisor for Aragon Capital Jordon in HKSAR, Chairman Enterprises inc, Florida, US Philanthropist and Chairman Mara Seminario, and Director of Ausanda & CEO, Newpower Group, Dr. Dougald Oreilly, of Global Ethics Australia Tourist consultant, Perú Communications, Australia China School of Archaeology and Tania Purcell, Managing Prasad Shinde, Danielle Young,David Liu, Managing Director, Anthropology,The Australian Director of Kidpreneur Senior Vice President, Policy and projects Weber Shandwick China National University, Foundation, Australia Synovate, Singapore manager, RICS, ChinaJulienne Loh, Vice President Singapore Mike Putman, Richard Shrapnel, Head of Gonzalo Zegarra, SE, Perú and Country Manager, Kivanc Ozdemir, Founder, Growth Strategy Advisory at Pitchers Li Zhi, Marketing Director, MasterCard Worldwide, Corporate Marketing & E-commerce Specialist, Partners Australia Luxtrip, China Singapore & Distribution Manager, Travel Team Consulting, US Alberto Sobredo, Elton Zuccon, ManagerHelen López, The Marmara Collection, Eulalia Queralt, Unilever / Icare, Chile at Sabesp, Brasil Axia Manager, Colombia New York & Istanbul, US Marketing Executive for Carolina Solanilla,Ermelinda Mascia, Marco Palacio, the Spanish Office Tourism Red Bull Regional Alitalia, Italy Former President of the in Paris, France Manager, ColombiaIgnacio Masías, Andean Argentine Chamber Doris Quispe, Wes Sonnenreich, Chief Experience / Inkaterra, Perú of Tourism, Argentina Hotels Manager, Colombia Science and TechnologyServane Monot, Air France Ornella Pascucci, RobinTour Pablo Ramírez, Officer for Sirius Minerals, Air Hostess, France Milano, Italy Horwath HTL Chile / DTS AustraliaFelipe Muñoz, Fernando Pastor, Kuna, Perú Consultores, Chile Miguel Stuart Milde, Real DAS Director, Colombia Graham Pearce, Nick Rees, Country Manager Estate Broker, ArgentinaChris Murchison, Senior Editor-in-Chief, Viva Asia Singapore & Brunei, Yan Su, Vice-President. Director, JLT Asia, Singapore Magazine, Singapore Emirates Airlines, Singapore Union Travel, China83. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • SECONDARY SOURCESAccuWeather.com Environmental Japan Ministry of Justice The Guardian, UK ReportsAdbusters.org Performance Index and JNTO The Huffington Post UNESCOAgencia Nacional de Policía Financial Times lanacion.com.ar The Irish Times Visit BritainJaponesa Freedom House: Freedom Le Monde diplomatique The New York Times World Bank DoingBBC News in the World Report Los Angeles Times The Telegraph, UK Business IndexBloombergbusinessweek.com hoy.es NPR The Wall Street Journal World Economic ForumCBS News Index of Economic Freedom Petro China The Washington Post World Governance Index:CNN International Organization Reuters UN agency for information Governance Matters CNNMoney.com for Standarization Standard & Poor’s and communication World TravelCNNtech.com International The CIA World Factbook technologies & Tourism CouncilDaily Mail Telecommunication Union The Economist UN Human Development Yahoo News (ITU)84. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • THE 2011-2012 CBI EDITORIAL TEAM GENERAL DIRECTION Chris Nurko EDITORIAL DIRECTION Gustavo Koniszczer CONTENT DIRECTION Victoria Berry CONTENT DEVELOPMENT Daniel Rosentreter NEW YORK Veronique Bergeron Naz Damla Altan CONTENT DEVELOPMENT Laura Alfano BUENOS AIRES Andrea Corno María Eugenia Piacentini CONTENT DEVELOPMENT Tom Adams LONDON DESIGN / BUENOS AIRES Ileana Coppoli Guillermo Altube Javier Bulacio Bárbara Medici COORDINATION Fabiana Bisso85. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • ABOUT FUTUREBRAND FutureBrand is a global brand and innovation consultancy with 24 offices around the world. We bring together diverse national identities, histories and experiences. As a company, we share a simple belief: the future does not happen to us, we create it. We have been pioneers in country and destination branding for more than a decade, working with Australia, Argentina, Peru, Singapore, Mexico, Saint Lucia, Dubai and Qatar, to name a few, as well as shaping a number of country-branded export products—including flag carrier airlines—and helping to brand cities, regions and major national corporations. www.futurebrand.com86. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.
    • CONTACT For more information about the Country Brand Index, marketing seminars or FutureBrand’s services; or to purchase customized data, please contact: Patrick Smith Mindy Sabella CEO, FutureBrand Worldwide Director of Business Development, psmith@futurebrand.com FutureBrand North America msabella@futurebrand.com Christopher Nurko Global Chairman, FutureBrand Worldwide Victoria Berry cnurko@futurebrand.com Senior Strategist, FutureBrand North America vberry@futurebrand.com Tom Adams Chief Digital Officer, FutureBrand Worldwide Jack Arrowsmith tadams@futurebrand.com Business Development & Marketing Manager, FutureBrand London Gustavo Koniszczer jarrowsmith@futurebrand.com Managing Director, Spanish Latin America koni@futurebrand.com87. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.