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2010 COUNTRY BRAND INDEX




                       in partnership with
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                      3




Countr...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                     12




CONSIS...
2010 COUNTRY BRAND INDEX                                                                                 13




2010 offer...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                          27




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2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
2010 COUNTRY BRAND INDEX                                                                                                  ...
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
Country Branding Index 2010_with_luis francisco
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Country Branding Index 2010_with_luis francisco

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I participated as the Portuguese expert on this international study about Country Branding 2010.
The study was delivered during WTM, London.

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Transcript of "Country Branding Index 2010_with_luis francisco"

  1. 1. 2010 COUNTRY BRAND INDEX in partnership with
  2. 2. 2010 COUNTRY BRAND INDEX 2 The FutureBrand 2010 Country Brand Index, presented in partnership From progressive politics to openness, freedom of speech, movement with BBC World News, is our sixth and most comprehensive study of and a positive outlook on the world, countries that are geared around country brands to date. It is based on more respondents across more their people and their needs score highly. They also have to create a countries and questions than ever before. After five years of research, strong emotional connection, making people want to visit, do business, we know that country brand strength is driven by perceptions of five key learn and build their lives in a place. Not just that, but like any brand, dimensions: Tourism, Heritage and Culture, Good for Business, Quality they need to be consistent across all touch points, from advertising of Life and Value System. and public relations to political representatives, cultural ambassadors, tourists, companies and indigenous products. We need to be able to In addition, the strength of a country brand is determined in the same differentiate between country brand experiences, from people to places, way as any other brand. We measure levels of awareness, familiarity, from products to companies. Country brand ranking even correlates to preference, consideration, advocacy and active decisions to visit. how far a nation exports its values through its iconic brands. But the most important factors, the aspects that truly differentiate These features, coupled with a strong point of view and role on the a country brand, are its associations and attributes – the things that world stage and a tireless effort to drive the world forward, encouraging people think of when they hear a place name, or look at a photograph or tourism, immigration, cultural exchange and partnership, make the plan a trip. But above all, a strong country brand is more than the sum difference between a nation state and a genuine country brand. of its attributes: it makes people’s lives better. Also, as the 2010 Country Brand Index reveals, while economic performance is vital to brand strength, it is not enough to guarantee a high world ranking. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  3. 3. 2010 COUNTRY BRAND INDEX 3 Country brand strength is a nation’s ultimate intangible asset and goes beyond its geographic size, financial performance or levels of awareness. Managed properly across every measure, it can be a lasting vehicle for goodwill, encouraging forgiveness in difficult times and disproportionately boosting the value of exports, from people to products to entire corporations. Arguably, a strong country brand is a driver of brand strength in other contexts – when a product, service or corporation is identified with a strong country brand, it has a better chance of premium pricing, longevity and preference in emerging markets; consider the power of French luxury brands in China, for example. A weak country brand, like a weak product brand, leads to poor differentiation, ambiguous meaning and low recall in the minds of people who travel, invest and do business outside their borders. All of this affects a nation’s ability to stand out regionally and globally and to realise future ambitions beyond its natural resources. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  4. 4. 2010 COUNTRY BRAND INDEX 4 ABOUT FUTUREBRAND ABOUT BBC WORLD NEWS FutureBrand is global brand and innovation consultancy with 24 offices BBC World News is the BBC’s 24 hour, international news and around the world. We bring together many diverse national identities, information service. With a global audience of over 70 million, it histories and experiences. As a company we share a simple belief: the reaches in excess of 306 million households in more than 200 countries future does not happen to us, we create it. and territories with a mix of breaking news, award-winning current affairs and documentaries. We have been pioneers in country branding for more than a decade, working with Mexico, Singapore, Peru, Australia, Saint Lucia and Qatar, As part of the world’s largest newsgathering operation, with a network to name a few, as well as shaping a number of country-branded export of over 2,000 journalists in more than 70 international bureaux, products – including flag carrier airlines – and helping to brand cities, BBC World News offers its audiences comprehensive coverage of regions and major national corporations. global events. The channel also has a first-class line up of business programmes, beginning with World Business Report and Business Edition. These are backed by in-depth regional Business Report programmes focused on the Middle East, Asia, India, Africa, and Russia, giving viewers an in-depth view of the most important financial, economic and company stories from around the world. Away from business, BBC World News also broadcasts some outstanding factual content, including the hard-hitting interview programme, HARDtalk, technology strand, Click, and travel show fast:track. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  5. 5. 2010 COUNTRY BRAND INDEX 5 The Country Brand Index is an annual study that examines and ranks country brands, based on FutureBrand’s proprietary research methodology. The sixth edition of CBI incorporates a global quantitative research study with 3,400 international business and leisure travellers from 13 countries on all five continents, qualified by in-depth expert focus groups that took place in 14 major metropolitan areas around the world. The overall country brand score is calculated using FutureBrand’s Hierarchical Decision Model (HDM), which measures overall country brand performance in the following areas: AWARENESS: PREFERENCE: Do key audiences know that the country exists? How top of mind is it? How highly do audiences esteem the country? Does it resonate? FAMILIARITY: CONSIDERATION: How well do people know the country and what it offers? Is this one of the countries being thought about for a visit? ASSOCIATIONS: DECISION / VISITATION: What qualities come to mind when people think of the country? To what extent do people follow through and visit the country? We look at the measured perceptions of five key association dimensions: ADVOCACY: Do visitors recommend the country to family, friends and colleagues? © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  6. 6. 2010 COUNTRY BRAND INDEX 6 2010 2010 RANK COUNTRY BRAND 2009 RANK / CHANGE RANK COUNTRY BRAND 2009 RANK / CHANGE 01 CANADA #2 / 1 14 SPAIN #10 / 4 02 AUSTRALIA #4 / 2 15 SINGAPORE #13 / 2 03 NEW ZEALAND #3 / 0 16 MALDIVES #19 / 3 04 UNITED STATES #1 / 3 17 IRELAND #12 / 5 05 SWITZERLAND #11 / 6 18 BERMUDA #15 / 3 06 JAPAN #7 / 1 19 DENMARK #23 / 4 07 FRANCE #5 / 2 20 AUSTRIA #28 / 8 08 FINLAND #16 / 8 21 MAURITIUS #26 / 5 09 UNITED KINGDOM #8 / 1 22 GREECE #14 / 8 10 SWEDEN #21 / 11 23 INDIA #18 / 5 11 GERMANY #9 / 2 24 ICELAND #25 / 1 12 ITALY #6 / 6 25 NETHERLANDS #31 / 6 13 NORWAY #22 / 9 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  7. 7. 2010 COUNTRY BRAND INDEX 7 This year’s leading country brands share some common features. They are all democratic, progressive, relatively politically and economically stable, and doing business in English. As ever, there are rising and falling stars, but position is not the whole story. Themes are emerging in 2010 that hint at future drivers of country brand strength, including the importance of value systems and the freedom of communications: a major factor in world perception of a country and its culture, people, businesses and brands. CANADA’S OLYMPIC YEAR THE ROLE OF MEDIA Firstly, 2010 is Canada’s year. Rising from second to first place, brand It should come as no surprise that the leading country brands have a healthy mixture of public and commercial broadcast networks with multiple stations, some international reach and a relatively free press. Canada not only secured a record number of gold medals but delivered They also have excellent communications infrastructure with high a successful event overall: a fact that must have helped its image as levels of Internet and mobile phone penetration. In a world defined a safe, friendly, fun, world-class country. All things considered, it is by user-generated content, borderless communication through social perhaps not surprising that Canada enjoyed increased awareness and networks, and unprecedented access to news, information and rich visitation scores this year. But paradoxically, while Canada performs media, a country brand is now partly built by aggregated sentiments consistently well across every CBI measure, it fails to achieve the and content arising from people’s personal experience. The more open a country, and the better its technological infrastructure, the more likely to dominate when it comes to consideration and other scores. good (and bad) experiences will permeate and impact awareness and preference for its brand. So it is no coincidence that digital openness is a common feature of the strongest country brands. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  8. 8. 2010 COUNTRY BRAND INDEX 8 THE OBAMA EFFECT WEARS OFF WEATHERING THE FINANCIAL STORM The economic crisis is also a powerful factor in country brand strength this year, but mainly for those that avoided it. The top three brands spot in 2009 reflected global attention, hope and anticipation of change managed to escape the worst of the banking collapse and maintain relatively strong economies throughout 2010. Australia and New the waning approval ratings of its new president. This could indicate that Zealand have both enjoyed consecutive-quarter growth thanks in part to continuing demand for commodities like iron ore, timber and milk from China. Canada has also shown strong performance among the G7 his globally monitored election campaign, covering up some of America’s nations, being the last into recession and the first out, not least thanks challenges in the wake of the global economic crisis. With unemployment nearing double figures and a slower than predicted recovery, the world’s largest economy has also been affected by the Gulf of Mexico disaster and and the banking collapse. to communicate strong and desirable values in everything from popular pharmaceutical companies and brands means that the world still pays close and positive attention to America. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  9. 9. 2010 COUNTRY BRAND INDEX 9 BRAND UK PLAYS TO ITS STRENGTHS ENGLISH AS A FIRST LANGUAGE What Canada, Australia and New Zealand have in common with public spending cuts and a move towards a new ‘austerity’ following this year’s change of government. However, despite a slight fall in global communications and commerce. Rising business schools and universities position them well as education hubs providing television, film, fashion and literary icons – from the BBC to the Man talented, mobile students who act as international ambassadors for Booker Prize, syndicated TV talent show formats, Vivienne Westwood their countries’ brands. The strong tourism draw for all three markets is closely related to each country’s diversity of natural beauty and media and popular culture. It continues to be a centre of research and tourism-friendly urban centres. All three are notable for their strong commitment to natural and environmental causes, and are often used as locations for major films, television shows and commercial advertising as well as promoting themselves as diverse and affordable destinations youthful counterparts among the leading country brands, the country for adventure and relaxation. It is not surprising that all three, often also consistently achieves high scores in the dimension for Heritage and presented as offering the best of urban and rural living, are highly Culture that makes up for a rather weak performance in the dimension desirable when it comes to immigration in search of quality of life. some of the most powerful sports brands in the world, from Manchester 10 position over the next three years – particularly with the London hopes for a steady recovery from economic difficulty. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  10. 10. 2010 COUNTRY BRAND INDEX 10 SWITZERLAND PUNCHES ABOVE ITS WEIGHT THE RISE OF BRAND SCANDINAVIA If economic stability matters, it also seems that size isn’t everything. Perhaps most interestingly this year, the Top 20 performance of New Zealand, Finland, Sweden and Switzerland all prove this with Sweden, Finland, Norway and Denmark reveals a strong emerging populations under 10 million. Their high position is thanks in no small preference for ‘brand Scandinavia’ across the world. From Denmark’s part to perceptions of a strong value system and quality of life in each role as the host of the Copenhagen Summit to Sweden’s internationally country. But Switzerland’s six-position jump from last year can be renowned welfare state, brand Scandinavia represents a commitment attributed to more than its historic reputation for political neutrality and to freedom, well-being, global citizenship and quality of life that unites high living standards. Above all, Switzerland dominates the rankings these Northern European countries in people’s perceptions. As a ‘rising in the Good for Business dimension in 2010, which perhaps relates star’ in 2010 – moving from 21 to 10 – Sweden in particular cultivates to several years of high-profile corporate headquarter relocations to very strong perceptions around the dimensions for Value System and Quality of Life. Specifically, Sweden performs well in attributes such as Environmental Friendliness, Education System and Healthcare System Committee, new and established organisations in every industry have – which are all ranked at number two. The strong performance of brands taken advantage of favourable corporate residency regulations, and like the airline SAS that bring Scandinavia together shows the power cemented an already global reputation for Switzerland as a place for of unifying individual country brands behind regional flag carriers or doing business. corporations that represent common values. For example, SAS Group’s EMAS environmental certification, which is consistent with perceptions of brand Scandinavia’s environmental credentials. This sits alongside global household names such as H&M, Lego, Nokia, Volvo and Ikea – all national brands from the region that ‘travel well’ and provoke admiration and positive perceptions. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  11. 11. 2010 COUNTRY BRAND INDEX 11 BRANDS IN COUNTRY BRANDING And finally, this year’s leading country brands reveal a more lasting truth about brand strength. Despite crisis, economic downturn, political upheaval and public relations problems, countries with a clear identity, consistent values and a lasting heritage continue to perform at the highest level. For example, brand China’s position has actually dropped in the 2010 ranking while simultaneously displacing other hand, has risen one position in the ranking, amid high-profile national PR problems such as the Toyota recall, economic slowdown FALLING STARS FOR 2010 and a weakened yen. Similarly, the BP crisis – widely feared to impact And what of those top 2009 country brands that have fallen in the rankings this year? Greece presents the most conspicuous shift, brand. Its continued high performance in heritage and culture as well as dropping 8 places from 14 to 22, set against a high-profile financial consideration and visitation show that legacy value and a strong identity crisis and subsequent industrial relations problems following as a nation can overcome austerity drives and corporate disasters. government spending cuts and tax increases. Associations of Greece Similarly, while France has fallen this year, its biggest strength remains as a tourist destination are traditionally strong in this study, but in Heritage and Culture, and it makes great use of that in exporting during sustained periods of bad news – affecting confidence around some of the world’s most famous brands – from Chanel to LVMH Group – core services and infrastructure – consideration and advocacy are all of which continually reinforce its authentic history, culture and style. threatened. India is another falling brand, dropping five places to It is no coincidence, for example, that the emerging super-rich in China 23 this year, straight off the back of negative global media coverage choose French luxury brands over others as emblems of their newly of health and safety concerns at this year’s Delhi Commonwealth found economic and social status. French brands such as Carrefour, Games, as well as attacks on tourists leading up to the event. Spain and Ireland also move down the table, showing that even traditionally market, which reinforces a more populist aspect to French culture strong tourist destinations are not immune to shifting brand strength in and specialisation in retail, cosmetics and dairy products. France also straightened economic times. Italy also falls down the ranking despite continues to be a very strong tourist destination for the same reasons, increased efforts to boost tourism this year with high-profile internal remaining at number one in awareness and decision/visitation, and and external advertising initiatives featuring the prime minister himself. However, this is set against a backdrop of sustained criticism of Silvio and cinema continue to influence global culture for the Francophone Berlusconi’s premiership and the financial difficulties the country has world, and France 24 and Canal+ are major vehicles for French culture. faced in the global economic crisis. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  12. 12. 2010 COUNTRY BRAND INDEX 12 CONSISTENCY IS KEY What do these leading country brands have in common? Above all else, they stand for something and carry their values into politics, business, tourism and culture – from the brands they export to the celebrities they cultivate. A strong sense of identity, developed over time and presented consistently across touch points, is critical to brand success of any kind. It can provide the forgiveness that a country brand needs to weather short-term difficulties that hamper public perception and decisions to travel and do business. At the end of the day, like company, product or service brands, country brands create strong and positive impressions that generate desire and demand. The consistency of impressions and messages across media and channels keeps them top of mind and promotes them across audiences and categories of relevance, from business to travel and tourism. Above all, if brands are a promise, the 2010 leading country brands are keeping theirs. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  13. 13. 2010 COUNTRY BRAND INDEX 13 2010 offers a potent reminder that strong, consistent country brands hold their value in the long term. Canada, Australia and New Zealand have all occupied the Top 10 for at least four editions of the CBI. And eight of the Top 10 remain from 2009. But while there is no single formula for success, many countries have particular strengths that differentiate their brand in audiences’ minds. FutureBrand’s proprietary Hierarchical Decision Model (HDM) is the methodology used to evaluate key dimensions of brand strength, from awareness to associations and advocacy. The ultimate rank of a country is based on how it scores across all these measures. Interestingly, although Canada is very strong in Tourism (4), Quality of Life (5), Good for Business (8) and Value System (8), it does not achieve a number one ranking in any specific measure or association within the HDM framework. Its secret lies in consistent strength across every metric. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  14. 14. 2010 COUNTRY BRAND INDEX 14 TOP 10 COUNTRY BRANDS – STRENGTHS 1 2 COMPONENTS CANADA AUSTRALIA AWARENESS Ranking #7 #9 FAMILIARITY Ranking #7 #9 STRONGEST PERFORMING HERITAGE & CULTURE Natural Beauty TOURISM Attractions ASSOCIATIONS Resort & Lodging Options TOURISM Value for Money = Top 10 ranking Attractions GOOD FOR BUSINESS Investment Climate = #1 ranking Resort & Lodging Options QUALITY OF LIFE Healthcare System GOOD FOR BUSINESS Investment Climate Standard of Living Regulatory Environment Job Opportunity Skilled Workforce Most Like to Live In VALUE SYSTEM Political Freedom QUALITY OF LIFE Education System Healthcare System Environmental Friendliness Standard Of Living Stable Legal Environment Safety Tolerance Job Opportunity Freedom of Speech Most Like to Live In VALUE SYSTEM Political Freedom Environmental Friendliness Stable Legal Environment Tolerance Freedom of Speech PREFERENCE Ranking #14 #1 CONSIDERATION Ranking #9 #4 DECISION / VISITATION Ranking #7 #16 ADVOCACY Ranking #5 #1 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  15. 15. 2010 COUNTRY BRAND INDEX 15 TOP 10 COUNTRY BRANDS – STRENGTHS 3 4 COMPONENTS NEW ZEALAND USA AWARENESS Ranking #23 #6 FAMILIARITY Ranking #19 #2 STRONGEST PERFORMING HERITAGE & CULTURE Authenticity TOURISM Resort and Lodging Options ASSOCIATIONS Natural Beauty GOOD FOR BUSINESS Investment Climate = Top 10 ranking TOURISM Value for Money Advanced Technology = #1 ranking Attractions QUALITY OF LIFE Job Opportunity GOOD FOR BUSINESS Regulatory Environment Most Like to Live In QUALITY OF LIFE Safety Most Like to Live In VALUE SYSTEM Political Freedom Environmental Friendliness Stable Legal Environment Tolerance Freedom of Speech PREFERENCE Ranking #5 #2 CONSIDERATION Ranking #11 #1 DECISION / VISITATION Ranking #27 #4 ADVOCACY Ranking #4 #12 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  16. 16. 2010 COUNTRY BRAND INDEX 16 TOP 10 COUNTRY BRANDS – STRENGTHS 5 6 COMPONENTS SWITZERLAND JAPAN AWARENESS Ranking #8 #20 FAMILIARITY Ranking #8 #16 STRONGEST PERFORMING HERITAGE & CULTURE Natural Beauty HERITAGE & CULTURE Art & Culture ASSOCIATIONS Authenticity TOURISM Attractions = Top 10 ranking Resort & Lodging Options TOURISM Food = #1 ranking GOOD FOR BUSINESS Investment Climate GOOD FOR BUSINESS Advanced Technology Advanced Technology Regulatory Environment Regulatory Environment Skilled Workforce Skilled Workforce QUALITY OF LIFE Education System QUALITY OF LIFE Education System Healthcare System Healthcare System Standard of Living Standard of Living Safety Safety Job Opportunity Most Like to Live In VALUE SYSTEM Political Freedom Environmental Friendliness Stable Legal Environment Freedom of Speech PREFERENCE Ranking #10 #7 CONSIDERATION Ranking #10 #12 DECISION / VISITATION Ranking #8 #21 ADVOCACY Ranking #14 #23 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  17. 17. 2010 COUNTRY BRAND INDEX 17 TOP 10 COUNTRY BRANDS – STRENGTHS 7 8 COMPONENTS FRANCE FINLAND AWARENESS Ranking #1 #33 FAMILIARITY Ranking #1 #36 STRONGEST PERFORMING HERITAGE & CULTURE History HERITAGE & CULTURE Natural Beauty ASSOCIATIONS Art & Culture TOURISM Attractions = Top 10 ranking TOURISM Food = #1 ranking GOOD FOR BUSINESS Investment Climate QUALITY OF LIFE Most Like to Live In Advanced Technology Regulatory Environment Skilled Workforce QUALITY OF LIFE Education System Healthcare System Standard of Living Safety Job Opportunity Most Like to Live In VALUE SYSTEM Political Freedom Environmental Friendliness Stable Legal Environment Tolerance Freedom of Speech PREFERENCE Ranking #3 #47 CONSIDERATION Ranking #2 #36 DECISION / VISITATION Ranking #1 #35 ADVOCACY Ranking #9 #47 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  18. 18. 2010 COUNTRY BRAND INDEX 18 TOP 10 COUNTRY BRANDS – STRENGTHS 9 10 COMPONENTS UK SWEDEN AWARENESS Ranking #5 #24 FAMILIARITY Ranking #3 #23 STRONGEST PERFORMING HERITAGE & CULTURE History GOOD FOR BUSINESS Advanced Technology ASSOCIATIONS Art & Culture Regulatory Environment = Top 10 ranking Skilled Workforce VALUE SYSTEM Political Freedom = #1 ranking Stable Legal Environment QUALITY OF LIFE Education System Healthcare System Standard of Living Safety Job Opportunity Most Like to Live In VALUE SYSTEM Political Freedom Environmental Friendliness Stable Legal Environment Tolerance Freedom of Speech PREFERENCE Ranking #6 #42 CONSIDERATION Ranking #3 #29 DECISION / VISITATION Ranking #3 #26 ADVOCACY Ranking #11 #29 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  19. 19. 2010 COUNTRY BRAND INDEX 19 While the Top 10 list includes the best overall performing country brands in 2010, none is universally strong across every quality or asset. Even brand Canada fails to achieve a number one ranking in any specific measure or association, despite coming top this year. A number of these brands have significant perceived weaknesses relative to other nations. A weak score is considered to be anything lower than rank 40 in our index. This shows that no country brand can be a leader across every dimension or attribute. In fact, brand success is not about being perfect as much as it is about turning assets into perceived strengths. 1 CANADA 2 AUSTRALIA 3 NEW ZEALAND 4 USA Attribute Rank Attribute Rank Attribute Rank Attribute Rank History History History History Art & Culture #41 Art & Culture #43 Art & Culture #45 Authenticity #58 Natural Beauty #48 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  20. 20. 2010 COUNTRY BRAND INDEX 20 5 SWITZERLAND 6 JAPAN 7 FRANCE 8 FINLAND Attribute Rank Attribute Rank Attribute Rank Attribute Rank Value for Money #43 None n/a Value for Money #67 History 9 UNITED KINGDOM 10 SWEDEN Attribute Rank Attribute Rank Natural Beauty #61 History #45 Value for Money #84 Value for Money #64 Attractions #51 Resort & Lodging Options #40 Food #42 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  21. 21. 2010 COUNTRY BRAND INDEX 21 a relatively weak communications infrastructure, the Bottom 10 brands 01 ZIMBABWE reinforce the vital role for media and travel in building and maintaining country brand strength – whatever the natural assets of a country. 02 IRAN Similarly, while these countries have complex histories, they are not 03 PAKISTAN celebrated for exporting global consumer or corporate brands – a stark contrast with this year’s leaders. 04 DR CONGO African countries are well represented in the Bottom 10, with 05 NIGERIA Zimbabwe topping the table. Like many of its counterparts, Zimbabwe has suffered from over a decade of political and economic turmoil, not 06 EL SALVADOR least surrounding the globally controversial land reform programme and 07 LIBYA subsequent hyperinflation. This, combined with a poor human rights reputation and some of the most severe restrictions on press freedom, 08 SENEGAL forms the backdrop to the country’s weak brand performance in 2010. In keeping with this, our research reveals perceptions of Zimbabwe as 09 BANGLADESH the worst country for Business (110), Quality of Life (110) and Value System (110). Perhaps surprisingly, however, brand Zimbabwe also 10 SUDAN suffers from relatively low levels of awareness – good or bad – despite high-profile news coverage over recent years, the recent power-sharing This year’s weakest country brands struggle variously with political initiative with Prime Minister Morgan Tsvangirai, and President instability, security concerns, corruption, economic turmoil, natural Mugabe’s continued high-profile and controversial presence on the disasters and high levels of state control, all of which confirm an international stage – an indicator that notoriety is not enough in itself unavoidable correlation between perceived brand strength and political, to generate strong global awareness of a country brand. social and economic realities in the world’s most challenged countries. As a group, these country brands perform poorly in the assessed Libya moves up from the bottom place this year, breaking a two-year dimensions of Tourism and Value System. But it is important to pattern, but continues to suffer from low awareness and advocacy and consider that low awareness remains a strong part of the problem for remains in the Bottom 10 for the Tourism and Value System dimensions. these country brands, rather than merely negative associations. With But unlike in 2009, Libya is no longer bottom of the table for the Quality significant formal or informal constraints on media freedom (with notable of Life or Good for Business dimensions – both key associations to nurture exceptions like El Salvador and Senegal), frequent travel restrictions, and for long-term brand strength. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  22. 22. 2010 COUNTRY BRAND INDEX 22 Levels of country brand awareness and familiarity are influenced by world events and media coverage, but people’s preferences are determined by how positive that coverage is. Sometimes, very little can tangibly change about a country in real terms, but perceptions shift as a result of major news events. Most successful country brands use levers like advertising and public relations to boost awareness. This year, our rising and falling stars are no different, but trends indicate that it takes more than awareness to compete in 2010. RISING COUNTRY BRANDS NUMBERS: NUMBERS: Every measure, from Awareness Improvements across key to Advocacy, improved. Tourism metrics, including Perceptions around Safety Authenticity (up from 20th to improved (up 14 places), as number 1) and History (up from did Standard of Living (up 32 4th to number 1). places) and Political Freedom (up 20 places). OUR PANELS SAY: CHILE / #40 +19 ISRAEL / #30 +11 “The atmosphere in Israel is Chile has improved across every OUR PANELS SAY: great; it doesn’t feel as unsafe “Chile is one of the as some media may suggest.” measure this year with huge leaps talks and significant marketing fastest-growing, wealthiest in Awareness and Advocacy, as investment for tourist economies in the world. It well as in perceptions of Political destinations, Israel moves in is fast becoming known as a the right direction in 2010 – country for investment and rescue became a global news event particularly in Tourism metrics forward-looking thinking generating extraordinary goodwill like Authenticity and History, and innovation.” for President Pinera and brand which align very well with Chile. This, coupled with growing campaigns promoting heritage economic stability, makes Chile a and culture. brand to watch in the region. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  23. 23. 2010 COUNTRY BRAND INDEX 23 RISING COUNTRY BRANDS ARGENTINA / #33 +10 ICELAND / #24 +1 Scores are up across the NUMBERS: Iceland’s rise is a NUMBERS: board for brand Argentina this Awareness is up 11, Familiarity counter-intuitive development Familiarity is up 22 places year – particularly for Advocacy. is up 25 and Advocacy is for a beleaguered country from 2009. After a quarter-finals position in up 33. that suffered negative global the World Cup and significant attention during the banking OUR PANELS SAY: GDP growth in the first half of OUR PANELS SAY: crisis and the Eyjafjallajökull “The volcanic ash had no impact the year, Argentina became the “Argentina has everything: ash cloud flight ban affecting on perception of Iceland. first Latin American country to landscape, cultural diversity, millions of travellers. Perhaps Natural disasters can happen legalise same-sex marriage in tourism and adventure.” a signal that the world’s oldest anywhere in the world.” a move signalling a triumph of democracy still carries some liberal values in the region. goodwill with international audiences, as well as highlighting the impact of efforts to market Iceland as an attractive transatlantic stopover at a time of unprecedented global brand awareness, scores for Familiarity have leapt up this year. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  24. 24. 2010 COUNTRY BRAND INDEX 24 FALLING COUNTRY BRANDS CHINA / #56 -8 GREECE / #22 -8 NUMBERS: Greece suffers with traditionally NUMBERS: to have lasted long for China, Political Freedom is down from loyal travellers this year in Value for Money is down from with 2010 bringing public 65 in 2009 to 107 in 2010. the wake of strikes, austerity 32 to 70 in 2010. relations challenges around Awareness, Preference and measures and a very public post-Copenhagen environmental Advocacy are all down. OUR PANELS SAY: impact and high-profile perceptions of the country’s “Economic crisis issues and censorship battles with OUR PANELS SAY: Value for Money are the key political tension, plus the lack Google. Significant decline in “Corruption, networks and to this year’s declining rank, of proper tourism branding, are perceptions of Political Freedom political dominance are still although scores in the Heritage damaging the country brand.” contribute most to this year’s the main drivers in China’s and Culture dimension indicate drop in the rankings. A fall for business landscape.” that brand Greece has a solid China despite its promotion to foundation from which to the second-largest economy rebuild its position. shows that financial growth is no guarantee of brand strength. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  25. 25. 2010 COUNTRY BRAND INDEX 25 FALLING COUNTRY BRANDS RUSSIA / #81 -9 UAE / #28 -5 Anti-government protests NUMBERS: While Tourism metrics overall NUMBERS: surrounding March elections, Political Freedom went from 56 remain relatively strong, falls in Preference is down 8 places and ongoing corruption scandals and in 2009 to 93 in 2010. Preference and Consideration Consideration is down 2 places. economic uncertainty provide the backdrop to a steep fall for OUR PANELS SAY: decline in 2010. Despite OUR PANELS SAY: Russia this year. Specifically, “Russia has a fast-growing significant investment in brand a steep drop in the score for market and economy, but building over recent years, venture; the glitz and Political Freedom has hit they find it hard to grow and high-profile economic troubles glamour have made it look this emerging market in the attract talent due to a lack affecting Dubai and the other a bit artificial.” 2010 rankings. of international capabilities. Emirates impact a country brand Russia is not an expat-friendly keenly associated with wealth place due to safety concerns, and prosperity, but traditionally corruption, lack of IP law and scoring less well on the regulation, and it has received dimension for Value System. bad publicity in the media.” © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  26. 26. 2010 COUNTRY BRAND INDEX 26 FALLING COUNTRY BRANDS MEXICO / #48 -11 JAMAICA / #62 -15 Already relatively low in previous NUMBERS: NUMBERS: years, scores for Safety for Safety dropped 19 places, from 100 for Safety, and Advocacy is Advocacy is down 46 places, brand Mexico have fallen to the 76 in 2009 to 95 in 2010. down 46 places. The Caribbean and Safety falls from 82 in bottom of the table in 2010. Value for Money also dropped as a whole suffers this year, 2009 to 102 in 2010. High-profile drug cartel violence, 9 places. but stories about violence and a large earthquake and the Gulf general concerns about tourist OUR PANELS SAY: of Mexico oil spill contribute to OUR PANELS SAY: safety provide a backdrop to “Violent crime is a major problem an overall picture of instability “Mexico’s country brand has in the fifth-largest country in the been declining over the last in 2010. right now. Illegal drug use also Americas this year. few years. Drug trafficking, seems prevalent.” violence, crime and terrorism are winning.” © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  27. 27. 2010 COUNTRY BRAND INDEX 27 FALLING COUNTRY BRANDS PHILIPPINES / #65 -29 The Philippines has been NUMBERS: beset by high-profile violent Preference and Advocacy are incidents this year that might down, and Political Freedom have overshadowed the election dropped 31 places from 35 in of a new president pledging 2009 to 66 in 2010. to reform a country troubled by perceptions of corruption. OUR PANELS SAY: Time will tell if the Philippines’ “The bombings in the Philippines natural, historical and cultural and constant warring and assets, a relatively stable insecurities derail the economy, and a new government perception of its vibrant private will reverse this downward trend sector and natural beauty.” for the brand. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  28. 28. 2010 COUNTRY BRAND INDEX 28 The following pages provide an in-depth look at five key dimensions that make up a country brand: Tourism, Heritage and Culture, Good for Business, Value System and Quality of Life. In order for country brands to perform in today’s increasingly connected world, it is not sufficient to focus on only one dimension. The best country brands have shaped brand images that span multiple dimensions, while the weakest country brands do not have recognisable profiles in any dimension. TOURISM 1 VALUE SYSTEM 5 2 HERITAGE & CULTURE COUNTRY BRAND 4 3 QUALITY OF LIFE GOOD FOR BUSINESS © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  29. 29. 2010 COUNTRY BRAND INDEX 29 ‘Food’ and ‘Value for Money.’ OVERALL RANK 1 MAURITIUS #21 A very diverse group of countries lead the ranking for Tourism this year, 2 AUSTRALIA #2 with Mauritius – a leading favourite for a global audience – making it to 3 NEW ZEALAND #3 the top spot, and a number of other island nations ranking in the Top 25. 4 CANADA #1 While mainly Asian destinations – Thailand, Vietnam, Cambodia, Laos, 5 THAILAND #26 Malaysia and Indonesia – are perceived as the strongest-performing 6 SWITZERLAND #5 nations for Value for Money, New Zealand and Canada are also seen as 7 FINLAND #8 leading country brands for the attribute. 8 JAPAN #6 9 MALDIVES #16 10 UNITED STATES #4 have occupied the top spots, while Australia is perceived as having the 11 COSTA RICA #27 world’s best Beaches. 12 SPAIN #14 13 FRANCE #7 14 AUSTRIA #20 15 ITALY #12 16 PORTUGAL #29 17 SINGAPORE #15 18 BAHAMAS #37 19 MEXICO #48 20 SWEDEN #10 21 NORWAY #13 22 MALAYSIA #42 23 GERMANY #11 24 BARBADOS #32 25 SOUTH AFRICA #31 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  30. 30. 2010 COUNTRY BRAND INDEX 30 VALUE FOR MONEY OVERALL RANK RESORT & LODGING OPTIONS OVERALL RANK FOOD OVERALL RANK 1 THAILAND #26 2 VIETNAM #63 2 MALDIVES #16 3 NEW ZEALAND #3 3 SWITZERLAND #5 3 FRANCE #7 4 THAILAND #26 6 CANADA #1 6 SPAIN #14 7 CANADA #1 8 SPAIN #14 9 BAHAMAS #37 10 VIETNAM #63 11 THAILAND #26 13 FRANCE #7 13 GREECE #22 14 ARGENTINA #33 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  31. 31. 2010 COUNTRY BRAND INDEX 31 BEACHES* OVERALL RANK NIGHTLIFE* OVERALL RANK SHOPPING* OVERALL RANK #2 #4 #4 #4 #9 2 FRANCE #7 3 MALDIVES #16 3 FRANCE #7 #12 4 BRAZIL #41 4 SPAIN #14 #9 5 BAHAMAS #37 5 BRAZIL #41 5 CHINA #56 6 THAILAND #26 #2 #15 7 GREECE #22 #12 #6 #12 8 THAILAND #26 #28 #39 #11 9 THAILAND #26 10 SPAIN #14 10 #6 10 #11 11 ARGENTINA #33 11 INDIA #23 12 FRANCE #7 12 NETHERLANDS #25 12 CANADA #1 14 GREECE #22 14 ARGENTINA #33 15 CHINA #56 15 SPAIN #14 *Scores in beaches, nightlife and shopping did not contribute to a country’s overall rank. © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  32. 32. 2010 COUNTRY BRAND INDEX 32 ‘Art & Culture’ and ‘Natural Beauty.’ OVERALL RANK 1 ITALY #12 Italy is a country that combines the best of both worlds – natural beauty 2 ISRAEL #30 and a rich history – so it is no surprise that it is considered to be the 3 PERU #47 strongest country brand for Heritage and Culture this year. 2010 sees Israel in the number 2 position. Also the top country for Authenticity this 4 FRANCE #7 year, Israel is a nation that not only has a rich and storied past, but also 5 GREECE #22 invests a significant amount of money promoting it each year. 6 JAPAN #6 7 UNITED KINGDOM #9 A number of more exotic travel destinations, such as Peru, Greece, 8 EGYPT #58 9 NEPAL #59 this dimension. Each of these countries speaks to rich history and 10 SWITZERLAND #5 historic monuments: Machu Picchu in Peru, the Parthenon in Greece, 11 SPAIN #14 the Pyramids of Giza in Egypt, Angkor Wat in Cambodia, the Taj Mahal 12 AUSTRIA #20 13 CAMBODIA #90 further foster and contribute to a nation’s image in the minds of visitors, 14 NORWAY #13 investors and citizens. Countries with a dominant icon also tend to be 15 NEW ZEALAND #3 rated very highly for History, Art & Culture and Authenticity. 16 IRELAND #17 17 INDIA #23 18 CZECH REPUBLIC #43 19 MOROCCO #60 20 SWEDEN #10 21 CANADA #1 22 PORTUGAL #29 23 TURKEY #55 24 GERMANY #11 25 JORDAN #75 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  33. 33. 2010 COUNTRY BRAND INDEX 33 HISTORY OVERALL RANK NATURAL BEAUTY OVERALL RANK ART & CULTURE OVERALL RANK 1 ISRAEL #30 #13 #12 #12 2 NEW ZEALAND #3 2 FRANCE #7 #58 3 SWITZERLAND #5 #9 4 GREECE #22 4 MALDIVES #16 4 GREECE #22 5 #9 5 #21 5 SPAIN #14 #47 #27 #6 7 FRANCE #7 7 ICELAND #24 #20 #75 8 NEPAL #59 8 ISRAEL #30 9 SPAIN #14 9 CANADA #1 #58 10 #43 10 FINLAND #8 10 #43 11 NAMIBIA #36 11 NETHERLANDS #25 13 INDIA #23 14 IRELAND #17 14 INDIA #23 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  34. 34. 2010 COUNTRY BRAND INDEX 34 ‘Skilled Workforce,’ ‘Advanced Technology’ and ‘Regulatory Environment.’ OVERALL RANK 1 SWITZERLAND #5 2 GERMANY #11 for doing business. A number of Middle Eastern nations also perform 3 JAPAN #6 23 and Saudi Arabia at 26. 4 NORWAY #13 5 FINLAND #8 6 SWEDEN #10 and innovation, appears to be falling behind. While it is one of the 7 DENMARK #19 strongest country brands in the measure for Advanced Technology – for 8 CANADA #1 9 SINGAPORE #15 perceived as it has been in previous years. 10 NETHERLANDS #25 11 UNITED STATES #4 The BRIC nations appear to have a long journey ahead of them to 12 AUSTRALIA #2 improve perceptions of a less-than-favourable business climate. All 13 UNITED KINGDOM #9 four suffer from weak scores in their Regulatory Environment; however, 14 ISRAEL #30 there are greater differences of perception when it comes to the other attributes. Comparatively, China shows particular strength in Investment 15 NEW ZEALAND #3 Climate, while India is the stronger performer in the measure for Skilled 16 AUSTRIA #20 17 BELGIUM #34 slightly ahead. 18 FRANCE #7 19 UAE #28 20 ICELAND #24 21 SOUTH KOREA #44 22 QATAR #70 23 BAHRAIN #80 24 IRELAND #17 25 BERMUDA #18 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  35. 35. 2010 COUNTRY BRAND INDEX 35 ADVANCED TECHNOLOGY OVERALL RANK INVESTMENT CLIMATE OVERALL RANK SKILLED WORKFORCE OVERALL RANK #6 1 SWITZERLAND #5 1 SWITZERLAND #5 #11 #15 #11 #4 #11 #6 4 SWITZERLAND #5 #13 4 SWEDEN #10 5 SWEDEN #10 5 #2 5 #13 6 FINLAND #8 6 FINLAND #8 #19 #15 7 CANADA #1 7 FINLAND #8 8 ISRAEL #30 #4 8 CANADA #1 #13 9 QATAR #70 9 NETHERLANDS #25 10 #19 10 NETHERLANDS #25 10 #15 11 NETHERLANDS #25 11 CHINA #56 11 ISRAEL #30 12 CANADA #1 12 SWEDEN #10 12 NEW ZEALAND #3 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  36. 36. 2010 COUNTRY BRAND INDEX 36 OVERALL RANK 1 SWITZERLAND #5 The leading country brands for Quality of Life are Switzerland, the 2 NORWAY #13 Scandinavian nations and Canada. From Healthcare and Education Systems 3 SWEDEN #10 across every attribute. 4 FINLAND #8 5 CANADA #1 6 DENMARK #19 7 AUSTRALIA #2 on measures for Healthcare System and Safety, which at 33 this year, is one 8 SINGAPORE #15 rank behind Saudi Arabia. 9 GERMANY #11 10 NETHERLANDS #25 There are a wide variety of countries that are perceived as unsafe, and 11 NEW ZEALAND #3 whether it is due to terrorism, violence, crime or health concerns, being in 12 JAPAN #6 the news can overshadow any goodwill a country has built and developed 13 AUSTRIA #20 in other dimensions. Nations such as Brazil, Mexico, Russia, Indonesia, 14 UNITED KINGDOM #9 15 FRANCE #7 other categories, find themselves at the lower end of the tables for Safety. Even if the issues are addressed, country brands can continue to struggle 16 UNITED STATES #4 to increase their overall profiles, as negative associations are hard to shake. 17 ICELAND #24 Mozambique, for example, a nation that has left its violent past behind, still 18 BELGIUM #34 scores 107 for safety in 2010 — a similar ranking to Pakistan and Zimbabwe. 19 UAE #28 20 QATAR #70 21 SPAIN #14 #29 22 PORTUGAL #30 23 ISRAEL #18 24 BERMUDA #80 25 BAHRAIN © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  37. 37. 2010 COUNTRY BRAND INDEX 37 MOST LIKE TO LIVE IN OVERALL RANK SAFETY OVERALL RANK JOB OPPORTUNITY OVERALL RANK 1 SWITZERLAND #5 1 SWITZERLAND #5 2 CANADA #1 2 FINLAND #8 2 CANADA #1 #2 #13 4 NEW ZEALAND #3 #19 5 SWEDEN #10 5 SWEDEN #10 #13 #15 #4 7 ICELAND #24 #15 8 CANADA #1 8 SWITZERLAND #5 9 FINLAND #8 9 NEW ZEALAND #3 9 SWEDEN #10 10 FRANCE #7 10 #6 10 FINLAND #8 11 SPAIN #14 12 NETHERLANDS #25 13 NETHERLANDS #25 13 NEW ZEALAND #3 14 NETHERLANDS #25 14 QATAR #70 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  38. 38. 2010 COUNTRY BRAND INDEX 38 EDUCATION SYSTEM OVERALL RANK HEALTHCARE SYSTEM OVERALL RANK STANDARD OF LIVING OVERALL RANK 1 SWITZERLAND #5 2 SWEDEN #10 2 SWEDEN #10 2 SWEDEN #10 3 FINLAND #8 3 FINLAND #8 4 SWITZERLAND #5 4 SWITZERLAND #5 4 FINLAND #8 6 CANADA #1 7 NETHERLANDS #25 7 CANADA #1 8 NETHERLANDS #25 8 NETHERLANDS #25 9 CANADA #1 11 NEW ZEALAND #3 12 NEW ZEALAND #3 13 NEW ZEALAND #3 15 ISRAEL #30 15 FRANCE #7 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
  39. 39. 2010 COUNTRY BRAND INDEX 39 ‘Environmental Friendliness,’ ‘Stable Legal Environment,’ ‘Tolerance’ and ‘Freedom of Speech.’ OVERALL RANK 1 NORWAY #13 As with Quality of Life, ‘brand Scandinavia’ also takes the lead in the 2 FINLAND #8 Value System dimension. These nations are seen to be among the 3 SWEDEN #10 world’s most free and tolerant societies. 4 DENMARK #19 5 NETHERLANDS #25 with weaker perceptions for attributes including Environmental 6 NEW ZEALAND #3 Friendliness and Tolerance. China, ranked 102 for the Value System 7 SWITZERLAND #5 dimension, is perceived to be one of the least environmentally friendly 8 CANADA #1 and politically free nations in the world. Similarly, Russia, suffers from 9 AUSTRALIA #2 less-than-stellar perceptions around its legal environment and level 10 ICELAND #24 of political freedom. 11 UNITED KINGDOM #9 12 AUSTRIA #20 13 BELGIUM #34 14 GERMANY #11 15 JAPAN #6 16 UNITED STATES #4 17 FRANCE #7 18 SINGAPORE #15 19 PORTUGAL #29 20 IRELAND #17 21 MALTA #64 22 BERMUDA #18 23 URUGUAY #53 24 SPAIN #14 25 SLOVENIA #54 © 2010 by FutureBrand. All rights reserved. in partnership with BBC WORLD NEWS
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