Welcome to the seventh annualFutureBrand Country Brand Index(CBI), our global study of country brandstrength. The 2011-201...
INTRODUCTIONWHAT MAKES A STRONGCOUNTRY BRAND?                                 At FutureBrand, we assess the               ...
CONTENTS OF THE 2011-2012 CBI                                 WHY DOES COUNTRY BRANDING MATTER?   5    THE CBI DIMENSIONS ...
INTRODUCTIONWHY DOES COUNTRYBRANDING MATTER?                                                   COUNTRIES ARE BRANDS THAT N...
INTRODUCTIONWHY DOES COUNTRYBRANDING MATTER?                                 By continually measuring the perceptions of a...
INTRODUCTIONWHY DOES COUNTRYBRANDING MATTER?                                 and a pioneering spirit—values that still dri...
INTRODUCTIONA WORLD OF AUDIENCES                                                   In the past, country brands            ...
INTRODUCTIONOUR METHODOLOGY                                 The Country Brand Index has become increasingly rigorous and s...
INTRODUCTIONOUR METHODOLOGY                                        We use FutureBrand’s proprietary Hierarchical Decision ...
INTRODUCTIONCO-CREATING A GLOBAL PERSPECTIVE                                                    Social technologies have m...
INTRODUCTIONCO-CREATING A GLOBAL PERSPECTIVE                                         Each expert was able to submit feedba...
INTRODUCTIONWHAT’S AT STAKE?                                At the heart of everything we’ve                              ...
THE 2011-2012 TOP TEN                                                     1. CA Canada                   0                ...
THE 2011-2012 TOP TENTHE STRONGEST COUNTRY BRANDS                                 Brand Canada: Why country brand         ...
THE 2011-2012 TOP TENTHE STRONGEST COUNTRY BRANDS                                The United Kingdom                       ...
THE 2011-2012 TOP TENTHE STRONGEST COUNTRY BRANDS                                 Small countries can have                ...
THE 2011-2012 TOP TENTHE STRONGEST COUNTRY BRANDS                                Scandinavia weathers                     ...
THE 2011-2012 TOP TENTHE STRONGEST COUNTRY BRANDS                                The paradox of bad news                  ...
THE 2011-2012 TOP TENTHE STRONGEST COUNTRY BRANDS                                Iconic country brands in decline         ...
THE 2011-2012                 WORLD EVENTS TOP TEN#1 CANADA  HIGHLIGHTS  AREA (KM2)                                       ...
Future brand ,Brandindex2011
Future brand ,Brandindex2011
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Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
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Future brand ,Brandindex2011
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Future brand ,Brandindex2011
Future brand ,Brandindex2011
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Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
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Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
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Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
Future brand ,Brandindex2011
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Future brand ,Brandindex2011

  1. 1. 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.
  2. 2. 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.
  3. 3. 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.
  4. 4. 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.
  5. 5. 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.
  6. 6. 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.
  7. 7. 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.
  8. 8. 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.
  9. 9. 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.
  10. 10. 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.
  11. 11. 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.
  12. 12. 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.
  13. 13. 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.
  14. 14. 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.
  15. 15. 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.
  16. 16. 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.
  17. 17. 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.
  18. 18. 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.
  19. 19. 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.
  20. 20. 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.

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