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Country Brand Index 2012 - 2013 by FUTUREBRAND

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The Country Brand Index, or CBI, is a preeminent global study of country brands. We annually measure and rank global perceptions around the world’s nations—from
their cultures, to their industries, to their economic vitality and public policy initiatives. The resulting index is a mix of trend reportage, expert findings, data-rich analysis and future-positive prediction.

The Country Brand Index, or CBI, is a preeminent global study of country brands. We annually measure and rank global perceptions around the world’s nations—from
their cultures, to their industries, to their economic vitality and public policy initiatives. The resulting index is a mix of trend reportage, expert findings, data-rich analysis and future-positive prediction.

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Country Brand Index 2012 - 2013 by FUTUREBRAND

  1. 1. Country Brand Index 2012-13 Country Brand Rankings Themes of 2012-13: Tomorrow’s Leading Leaders at a Glance Country Brands: The Future 15 4 8 40 The Region Report The Dimensions of Future Forward a Country Brand 60 69 93
  2. 2. I N T RO D U C T I O N Welcome to the eighth edition of FutureBrand’s Country Brand Index. The Country Brand Index, or CBI, is a preeminent global study of country brands. We annually measure and rank global perceptions around the world’s nations—from their cultures, to their industries, to their economic vitality and public policy initiatives. The resulting index is a mix of trend reportage, expert findings, data-rich analysis and future-positive prediction. Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 2
  3. 3. I N T RO D U C T I O N Country Brands Create the Future At FutureBrand, we believe that the future is informed by how familiar we are with countries But there’s another aspect to our study that goes created one decision at a time. Our decisions and whether we have visited them or not. beyond what people think today. Our global relate to the things that are closest to us—where experts look further than existing perceptions we live, the companies we work for, the products Every time we make a decision informed by an of places to understand the broader forces we use. And those decisions are often informed association with a place, it creates the future. that shape them, and as such, which specific by brands. As a result, brands are among the most When you multiply that with billions of people dimensions will come to be the most important important drivers of the future. around the world every year, it can create waves drivers of choice in the future. This gives us that dictate the shape of our lives for decades to our Future 15 country brands—a collection of The same is true for country brands, but on a come. Just look at new decisions being made by brands that we believe will enjoy the strongest larger scale. hundreds of millions of new Chinese consumers perceptions in years to come. to buy luxury goods, home appliances and trips As travelers, business leaders, employees, parents abroad. These affect global exchange rates, And finally, because our dimensions examine and consumers, we make decisions related to quality of life and new relationships the world over a balance of perceptions between pleasurable countries every day: how we describe our identity, — many of which are informed by their intention experiences and ethical, environmental and where we choose to live, who and where we to buy a little bit of other cultures through their political considerations, we can also show how buy our products from, where we educate our brands, capital cities and entertainment. the strongest future country brands—like the children, where we set up our companies and strongest brands of any kind—are those which where we go on holiday. To the extent that we Our rankings show us what qualities people deliver what we want now as well as what society choose countries in these contexts, our decisions associate with different places and their strength needs long term. are largely informed by the automatic associations of perception, giving us a good indication of the we have with them. For instance, Switzerland is decisions they will make in relation to those places good for banking and watches, Japan is good for today. This will in turn have a positive or negative cars and electronic goods and Costa Rica is good effect on every country in the future. for coffee and beaches. Our choices are also Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 3
  4. 4. I N T RO D U C T I O N R A N K I N G S 2012–13 Top 25 Country Brands 1 SWITZERLAND +1 from 2012 2 CANADA -1 3 JAPAN +1 4 SWEDEN +3 5 NEW ZEALAND -2 6 AUSTRALIA -1 7 GERMANY +4 8 UNITED STATES -2 9 FINLAND -1 10 NORWAY +2 11 UNITED KINGDOM 12 +2 DENMARK +3 13 FRANCE -4 14 SINGAPORE +2 15 ITALY -5 16 MALDIVES +2 17 AUSTRIA 0 18 NETHERLANDS +5 19 SPAIN -5 20 MAURITIUS +2 21 IRELAND -1 22 ICELAND -3 23 UNITED ARAB EMIRATES +2 24 BERMUDA -3 25 COSTA RICA -1 Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 4
  5. 5. I N T RO D U C T I O N Our Methodology Behind our Methodology that help us assess a brand’s maturity as well This year’s CBI is based on more research and as the key challenges it has yet to address. Our data than ever before. The 2012-13 report draws HDM also allows for measurements of a country’s its insights from several core resources. relative performance and progress year-to-year. The HDM takes seven areas into consideration: Quantitative Research Awareness, Familiarity, Associations, Preference, We started by collecting quantitative data from Consideration, Decision/Visitation and Advocacy. 3,600 opinion-formers and frequent international business or leisure travelers. Drawn from 18 Global Expert Opinions countries around the world, we tapped their Additionally, we connected with a carefully international experience and global perspective to selected and diverse panel of experts in policy understand today’s landscape, as well as offer a and governance, international relations, deeper base of relevant information for investors economics and trade, international law, national and tourists alike. security, energy and climate change, urban and regional planning, immigration and the media. We used FutureBrand’s proprietary Hierarchical These experts brings a unique point of view to Decision Model, or HDM, to determine how key the study of country or regional evaluation. audiences—including residents, investors, tourists Each participated in individual “deep dive” and foreign governments—perceived a country’s interviews with the aim of identifying the broader brand, from a baseline of awareness all the way themes and future drivers impacting tomorrow’s up to brand advocacy. This model offers insights country brands. Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 5
  6. 6. I N T RO D U C T I O N O ur M ethodology HIERARCHICAL ASSOCIATION DIMENSIONS DECISION MODEL (HDM) The basic elements of a country brand's strength as we know it today. FutureBrand's proprietary model for determining how key audiences perceive a country's brand. VALUE QUALITY GOOD FOR HERITAGE TOURISM AWARENESS SYSTEM OF LIFE BUSINESS AND CULTURE Do key audiences know that the country exists? How top-of-mind is it? Political Education Investment History Value for Freedom System Climate Money Environmental Healthcare Advanced Art and Attractions FAMILIARITY Friendliness System Technology Culture How well do people know the country and its offerings? Stable Legal Standard Regulatory Authenticity Resort and Environment of Living Environment Lodging Options ASSOCIATIONS Tolerance Safety Skilled Natural Beauty Food What qualities come to mind when Workforce people think of the country? Freedom Job of Speech Opportunity PREFERENCE How highly do audiences esteem the country? Most Like to Does it resonate? Live In CONSIDERATION Is the country considered for a visit? What about for investment or to acquire or consume its products? HUMAN CAPITAL SUSTAINABILITY GOVERNANCE INVESTMENT DECISION/VISITATION INFLUENCE To what extend do people follow through GROWTH and visit the country or establish a commercial relationship? ADVOCACY Do visitors recommend the country to family, friends and colleagues? FUTURE DRIVERS The core elements that impact a country brand's strength in the future. Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 6
  7. 7. Robert Cevero Professor Department of City and Regional Planning University of California, Berkeley: “The public impression of a country is important as a source of national pride. Invariably, people source part of their own identity from the image of their country.” Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 7
  8. 8. Themes of 2012-13: Leaders at a Glance A Model Nation for a Modern Era 9 Global Symbols of Stability in a Tumultuous World 12 An Iconic Brand in Decline 15 Brand UK 18 The Untapped Power of the PIIGS 21 The Hard Benefits of Soft Power 27 Island Nations on the Rise 30 How Single-Minded Focus Pays Off 35 Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 8
  9. 9. t h eme s o f 201 2-1 3: l e a der s at a g l a nce A Model Nation for a Modern Era Switzerland (1) Backed by a strong value World Economic Forum and the International In contrast to the economic woes and widespread system and stable economy, Olympic Committee. austerity measures of its European neighbors, Switzerland has managed to maintain economic there’s nothing a peaceful Based in a particularly strong performance for Political Freedom, Environmental Friendliness and stability and hold its leading position in the Good for Business dimension for the third consecutive population can’t do. Stable Legal Environment, Switzerland leads in the year. Though Switzerland’s natural resources are Value System dimension, following an impressive limited, the country’s high-value export industries six-place jump over last year’s rankings. Switzerland is a nation geared around its people and their needs. As a symbol of economic, cultural and social stability in our tumultuous world, Switzerland shows that the cultivation The United Nations Office in Geneva is one example of freedom, tolerance, transparency and of an international environmentalism can put a country’s brand organization housed ahead—even in difficult economic times. After in Switzerland—giving year-on-year growth in the CBI, Switzerland residents unparalleled surpasses two-time leader Canada to enjoy top access to major bodies of influence. overall honors. Switzerland’s role as an independent-yet-active member of the international community has given it the flexibility to build productive partnerships and alliances while maintaining its historic neutrality. What’s more, the country is a haven for international organizations, giving Swiss citizens and residents front-door access to some of the world’s most important and influential bodies, including the World Trade Organization, the International Committee for the Red Cross, the Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 9
  10. 10. t h eme s o f 201 2-1 3: l e a der s at a g l a nce Though Switzerland’s natural resources are limited, the country’s high-value export industries have remained competitive by drawing on long-held associations with quality, efficiency and style. Photo: A Swiss-made watch, considered among the best in the world. have remained competitive, drawing on long-held leading brand for the 2012-13 CBI’s Investment and personal sense of stability. A strong vision associations with quality, efficiency and style. Climate and Regulatory Environment dimensions. backed by government funding, broad support Though it’s yet to be seen if a loss in economic and public participation has made Switzerland According to the Wall Street Journal, the country’s confidence within the Eurozone will catch up with a model for future-focused urban planning and luxury economy has experienced a boom, thanks the Swiss economy in the long-term, today, the sustainability—as well as the number one brand in part to an influx of tourists from Asian nations country is perceived as a world-class destination for Standard of Living and Most Like to Live In. seeking to avoid high import duties. that continues to draw tourists, residents, businesses and investment. Apart from improving overall quality of life, these Ranked number one in the 2012-13 World initiatives have drawn global attention to what a Economic Forum’s Global Competitiveness Switzerland rose one place to become the cohesive national identity can accomplish. Report for its sound institutional environment, number one country brand in the Quality of Life Revered for its natural beauty, Switzerland ranks excellent infrastructure, efficient markets and dimension overall, with the Swiss commitment to number two for Resort and Lodging Options technological innovations, Switzerland is also the long-term durability helping internalize a national and number five for Attractions in the Tourism Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 10
  11. 11. t h eme s o f 201 2-1 3: l e a der s at a g l a nce dimension. Clearly, it’s a place people want to visit. In fact, Switzerland’s rankings in the Tourism and Heritage and Culture dimensions have increased sharply this year, with History up seven places, Art and Culture up fourteen places and Authenticity up four spots, to number three. Switzerland epitomizes the enduring country brand, with a favorable economic climate supported by a strong culture and set of values. Understanding the dynamics behind Switzerland’s success will help ensure its longevity and perhaps that of other nations. For now, the country continues to successfully drive demand, relevance, differentiation and authenticity in the face of a rapidly changing world. Banks such as this one in Bern are staples in the country’s long history of financial, political and cultural stability. COUNTRY HIERARCHICAL DECISION ASSOCIATION MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank VALUE 1 QUALITY 1 GOOD FOR 1 HERITAGE 4 TOURISM 4 SYSTEM OF LIFE BUSINESS AND CULTURE SWITZERLAND AWARENESS 13 Political Freedom 1 Education System 2 Investment Climate 1 History 18 Value for Money 10 FAMILIARITY 11 Environ. 1 Healthcare 2 Advanced 5 Art and 10 Attractions 5 Friendly System Tech. Culture ASSOCIATIONS Stable Legal 1 Standard 1 Regulatory 1 Authentic 3 Resort and 2 Environ. of Living Environ. Lodging RANKINGS PREFERENCE 10 Tolerance 8 Safety 1 Skilled 5 Natural 1 Food 7 Workforce Beauty 11 5 2 1 CONSIDERATION 11 Freedom of Speech 4 Job Opp. 5 DECISION/VISIT 9 Most Like 1 to Live In ADVOCACY 19 ‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 11
  12. 12. t h eme s o f 201 2-1 3: l e a der s at a g l a nce Global Symbols of Stability in a Tumultuous World Sweden (4) Germany (7) Shelter from the storm? financial crisis to achieve over 3% GDP growth manage fiscal policy independent of its European Look no further than a holistic in 2011 alone. Perceived as the number three Union neighbors. That flexibility has paid off for brand for Investment Climate and Advanced the country, which ranks fifth overall in Good set of positive qualities. Technology, as well as the number one brand for Skilled Workforce, Germany ranks second for Business. Sweden’s strong commodities and banking sectors have helped the country emerge overall in the Good for Business dimension. All from the global financial crisis, ultimately ranking Concern around Europe’s financial crisis continues of these rankings represent significant gains over it fifth for Regulatory Environment and twelfth for to grow, and with it a decline in confidence the past twelve months—meaning it’s clear that Investment Climate in this year’s CBI. among Eurozone economies. Germany is the perceptions around Germany’s economic climate crucial exception. Its role as an economic driver are as robust as ever. Country brand strength is certainly a function has not gone unnoticed in the CBI rankings. of economic strength, but it’s important to While the economies of most European Union In contrast to Germany’s role as Eurozone creditor, recognize that every dimension of CBI works countries have declined since 2008, Germany’s Sweden has seen economic growth in large part holistically to influence perception. For example, has grown—emerging quickly from the global because of its separate currency and ability to Germany’s critical role in the stabilization of the COUNTRY HIERARCHICAL DECISION ASSOCIATION MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank VALUE 2 QUALITY 4 GOOD FOR 5 HERITAGE 12 TOURISM 14 SYSTEM OF LIFE BUSINESS AND CULTURE SWEDEN AWARENESS 22 Political Freedom 4 Education System 1 Investment Climate 12 History 35 Value for Money 15 FAMILIARITY 27 Environ. 4 Healthcare 1 Advanced 4 Art and 14 Attractions 18 Friendly System Tech. Culture ASSOCIATIONS Stable Legal 2 Standard 2 Regulatory 5 Authentic 4 Resort and 12 Environ. of Living Environ. Lodging RANKINGS Skilled PREFERENCE 32 Tolerance 2 Safety 2 4 Natural 7 Food 12 Workforce Beauty 10 7 4 CONSIDERATION 28 Freedom of Speech 1 Job Opp. 14 DECISION/VISIT 27 Most Like 9 21 to Live In ADVOCACY 12 ‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 12
  13. 13. t h eme s o f 201 2-1 3: l e a der s at a g l a nce Sweden’s economic security and predictability have made it a globally- recognized pace-setter in everything from life expectancy to political participation. Photo: Stockholm’s iconic skyline and harbor in summer. European economy may account for an overall Consideration to Visitation to Advocacy, Co-operation and Development’s Better Life Index improvement in the Value System dimension, in Germany appears to be more than weathering consistently ranks Sweden above other member which the country is up three places from last the European storm. countries in categories that include education, year to rank ninth overall. The country’s Political employment, life expectancy and political Freedom perception moved an impressive Similarly, Sweden’s economic security and participation—consistent with the country’s year- twelve places ahead to number three overall, predictability have provided a platform for the on-year CBI performance. while Freedom of Speech improved ten places creation of a social welfare system that is among to number seven. Germany enjoyed improved the most effective in the world. Residents enjoy a Germany and Sweden have demonstrated how perception for the majority of the Quality of Life markedly high standard of living that is recognized powerful and strong country brands can be in the attributes, including Standard of Living, Safety by the majority of international rankings, including face of adversity. By creating environments where and Most Like to Live In and is the strongest- the CBI. This year, Sweden is the number two people can succeed, both countries have worked performing country brand for Job Opportunity. brand for Value System and number four for to drive preference in everything from tourism to And finally, with a consistent conversion from Quality of Life. The Organisation for Economic investment to consumer goods and talent. Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 13
  14. 14. t h eme s o f 201 2-1 3: l e a der s at a g l a nce While the economies of most European Union countries have declined since 2008, Germany’s has grown—emerging quickly from the global financial crisis to achieve over 3% GDP growth in 2011 alone. Photo: The European Central Bank’s headquarters in Frankfurt, Germany. COUNTRY HIERARCHICAL DECISION ASSOCIATION MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank VALUE 9 QUALITY 5 GOOD FOR 2 HERITAGE 7 TOURISM 7 SYSTEM OF LIFE BUSINESS AND CULTURE GERMANY AWARENESS 2 Political Freedom 3 Education System 5 Investment Climate 3 History 7 Value for Money 3 FAMILIARITY 4 Environ. 9 Healthcare 7 Advanced 3 Art and 6 Attractions 12 Friendly System Tech. Culture ASSOCIATIONS Stable Legal 6 Standard 5 Regulatory 6 Authentic 7 Resort and 11 Environ. of Living Environ. Lodging RANKINGS Skilled PREFERENCE 7 Tolerance 12 Safety 9 1 Natural 56 Food 8 Workforce Beauty 9 11 11 7 CONSIDERATION 5 Freedom of Speech 7 Job Opp. 1 DECISION/VISIT 3 Most Like 8 to Live In ADVOCACY 18 ‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 14
  15. 15. t h eme s o f 201 2-1 3: l e a der s at a g l a nce An Iconic Brand in Decline United States of America (8) Even the most stable, Obama Effect lending credibility and renewed promising and iconic country attention to traditionally American ideologies. That same year, brand USA enjoyed significant brands can loose strength. improvements in perception across a number of CBI measures, namely Political Freedom, Standard of Living, and Most Like to Live In. The United States is undeniably one of the most widely recognized country brands in the However, in the face of successive fiscal crises in world. Its belief system and ideals—among both the United States and Europe, the influence them values like freedom, democracy, ambition and normative values of the West are beginning and individualism—are major cultural exports, to lose clout with a global audience. Perhaps The White House in Washington, D.C.—currently home to President alongside its popular destinations. The historic as a consequence, the United States brand has Barack Obama. On the cusp of the 2012 presidential election, election of President Barack Obama in 2008 declined eight places in the overall index since citizens across the country and around the globe wait to see the fed these brand perceptions, with the so-called 2009—a year when the US led across a number political, social and cultural direction of America’s future. COUNTRY HIERARCHICAL DECISION ASSOCIATION MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank VALUE 14 QUALITY 15 GOOD FOR 8 HERITAGE 31 TOURISM 5 SYSTEM OF LIFE BUSINESS AND CULTURE UNITED STATES AWARENESS 7 Political Freedom 9 Education System 14 Investment Climate 7 History 31 Value for Money 5 OF AMERICA FAMILIARITY 1 Environ. 30 Healthcare 19 Advanced 2 Art and 24 Attractions 2 Friendly System Tech. Culture ASSOCIATIONS Stable Legal 14 Standard 15 Regulatory 15 Authentic 20 Resort and 8 Environ. of Living Environ. Lodging RANKINGS PREFERENCE 1 Tolerance 16 Safety 19 Skilled 10 Natural 62 Food 18 Workforce Beauty 1 4 6 8 CONSIDERATION 1 2 Freedom of Speech 9 Job Opp. Most Like 7 13 DECISION/VISIT to Live In ADVOCACY 3 ‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 15
  16. 16. cheme s on a me2-1 3: l eor subtitleg l a nce t h a p ter f 201 title a der s at a Despite recent economic challenges and a volatile social climate, the US is also the number one brand in the world for Preference and Consideration—indicating that the country is both highly esteemed and frequently considered for a visit. Photo: The always-bustling Times Square in New York City. of dimensions. Now, on the cusp of the 2012 governance—remains steady at number fourteen. Medicaid and private health programs—a fact that presidential election, citizens across the country But important attributes like Political Freedom, may influence the dimension in the future. and around the globe wait to see the political, Stable Legal Environment and Freedom of Speech social and cultural direction of America’s future. have suffered slight declines in perception. While Despite prevailing ideals of economic freedom, perception of the country’s Quality of Life has the US faces huge challenges in an uncertain This November, the presidential campaign weakened—including Standard of Living, Job climate. Recent government interventions will bring major tensions to the fore, Opportunity and Most Like to Live In—the US may have eroded the limits of public spending, with including domestic issues like the economy, be positioned to regain ground in the coming confidence fading in the government’s ability to unemployment, immigration and same-sex years. Today, the US holds a steady nineteenth promote or even sustain open markets—leading marriage; as well as major questions of foreign place for the Healthcare System ranking— many to argue that the current government policy, the quickly-approaching “fiscal cliff” albeit a surprisingly poor performance for the actively discourages entrepreneurship and and a staggering $14 trillion national debt. world’s largest economy. But the nation’s recent dynamic private sector investment. As such, the Interestingly, brand USA’s ranking for Value healthcare overhaul will see an additional 32 United States has suffered declining perceptions System—a key measure of the perception of million Americans insured by 2016 through both Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 16
  17. 17. t h eme s o f 201 2-1 3: l e a der s at a g l a nce in the area of Regulatory Environment, where the US fell six places and out of the top ten. It’s no surprise, however, that US firms are still at or near the forefront of technological advances, especially in relation to computer, medical, aerospace and military technologies. Consequently, the country remains perceived as the second strongest performing brand globally for Advanced Technology–an important measure for any nation looking to cultivate an attractive business climate. Brand USA saw significant increases in perception in the Heritage and Culture dimension this year, with its History ranking climbing eight places, Art and Culture sixteen and Authenticity thirteen. The US is also perceived as the strongest- performing brand in the world for Preference and Consideration—indicating that the country is both highly esteemed and frequently considered for a visit, investment or purchase of its products. The US is also perceived as the second strongest a unified, approachable image of the country for performing brand in the world for actual visits or the forging of commercial relationships. global audiences. It’s no surprise that US firms As the world’s middle class continues to grow and are still at or near the forefront The importance of perceptions of the US brand increases in influence—especially the purchasing of technological advances, especially in relation to computer, and its vacillation of strength in recent years has power of citizens in countries like China, Brazil not gone unnoticed by either the public or private and India—the competition for tourists and sector. In fact, the US government enacted its first business will only be fiercer. The White House medical, aerospace and law addressing country perceptions—the Travel Promotion Act of 2009—to create a dedicated is attempting to seize this opportunity with its agenda for improved tourism and travel to the military technologies. public-private partnership organization, Brand US in hopes of stimulating the national economy Photo: Infinite Loop in Cupertino, California; home of Apple, Inc. USA, focused on improving the national image and improving its global image. The “Discover of the US. In addition, this year President Obama America” campaign will first target Canada, Japan unveiled the first national strategy on travel and and the UK, followed by Brazil and South Korea. tourism, touting tourism as “the number one But only time will tell if these concerted efforts will service we export.” Such initiatives have sparked reverse the decline in ranking of the US country the campaign of “Discover America” which posits brand or how today’s investments will be reflected in future editions of the Country Brand Index. Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 17
  18. 18. t h eme s o f 201 2-1 3: l e a der s at a g l a nce Brand UK United Kingdom (11) Humanity’s shining moment also celebrates a country regaining its strength. The United Kingdom has seen almost eighteen months of national celebrations and international coverage. From the Royal Wedding in April 2011, to Queen Elizabeth’s Diamond Jubilee in June 2012, to the London 2012 Olympic Games this summer, the UK has captivated millions of people around the world. And seeing significant gains in a country brand’s performance means impacting the lives and livelihood of residents, visitors and potential visitors in significant ways, long-term—a The opening ceremony, for instance, was widely The London 2012 opening ceremony was one of the definitive events task the UK has eagerly embraced. regarded as a success, bringing Danny Boyle’s in an eighteen month celebration of brand UK. celebration of British heritage and culture to life Brand UK’s performances for Awareness, through everything from a parachuting Queen Familiarity and Preference are among the highest Elizabeth, to dancing NHS patients, to The Beatles in the world—a fact that Olympic media exposure and Tim Berners-Lee. This fresh proclamation of will certainly reinforce. But with approximately 900 British-ness captured the imaginations of visitors million opening ceremony viewers, over six million and commentators around the world—including visitors and 100,000 hours of broadcast coverage, the New York Times, who called the ceremony the Games were an extraordinary opportunity “weirdly and unabashedly British.” to showcase British heritage, pageantry and nostalgia—not to mention project a new sense of These displays of cultural abundance—everything ambition for a modern Britain. from music, to fashion, to entertainment and beyond—confirmed brand UK, and Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 18
  19. 19. t h eme s o f 201 2-1 3: l e a der s at a g l a nce Anglo-American influence in general, as a cultural countries—England, Scotland, Wales and Northern icon and fixture in pop culture. While the UK’s performance in CBI’s Heritage and Culture Ireland—face a critical political impasse with the possibility of Scottish independence looming on Brand UK faces an uncertain dimension slipped last year, the brand is back up the horizon. Events like the Olympics offered a future as the people of Scotland to number five overall—demonstrating an upward very public platform in which the countries could prepare to go to the polls in 2014 trend in strength that was further reinforced by the creativity, humor and diversity of the opening present themselves as a united front to the world, albeit under the geographical entity of team for a referendum that could see ceremony. Notably, brand UK’s performance Great Britain, versus the political entity of the the country dissolve itself from for History improved two places to number five, United Kingdom. the United Kingdom, ending a Art and Culture held steady at number five, and Authenticity is up eighteen placed to number The United Kingdom faces an uncertain future 305-year-old political union. twenty two—the UK’s best performance in this as the people of Scotland prepare to go to the Photo: Panorama of Edinburgh, Scotland attribute since CBI’s inception. polls in 2014 for a referendum that could see the country dissolve itself from the United Kingdom, The fanfare and ubiquitous display of the union ending a 305-year-old political union. Latent jack is particularly timely, as this collective of tensions between England and Scotland, as far Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 19
  20. 20. t h eme s o f 201 2-1 3: l e a der s at a g l a nce reaching as the wars of independence 700 years Olympics will likely reinforce current impressions Money, jumping from seventy-fourth last year to ago, are coming to the surface with the election that the UK prioritizes the environment, with the eighteenth place today. The country’s ranking for of the Scottish National party led by Alex Salmond, country's rank for Environmental Friendliness Resort and Lodging Options also improved twenty the leading advocate for Scottish independence. already improving two places this year to two places to number twenty six. With the pageantry of the Olympics and Andy number eighteen. Murray’s win at the US Open completed, the Like any strong brand, the UK’s reputation is the focus will now turn to the uncertain future of the The sovereign state also flexed its natural assets result of generations of interactions and won’t United Kingdom. during the 8,000-mile, 70-day Olympic Torch be radically determined by any one single event. Relay—which spanned the breadth of Britain— Eight years of country brand research have shown Nevertheless, the United Kingdom continues to showcasing its natural landscapes and urban us that perceptions change slowly and over time, garner positive acclaim as a global leader across developments. Climbing an impressive twenty- but some brands are better equipped to harness a diversity of attributes. For instance, 2012 marks four places to thirty-nine for the Natural Beauty new opportunities. China’s country brand, for the UN’s official International Year of Sustainable attribute, it’s clear that perceptions are example, has steadily declined since the Beijing Energy for All, as well as the final year in Britain’s growing stronger. Olympic Games—even though they were widely first carbon budget. The UK has positioned itself regarded as a success. The lasting impacts of the as a willing leader in eco-consciousness, with the Not surprisingly, the UK’s ranking in Tourism UK’s banner year and the challenges to Britain’s London 2012’s Olympic organizing committee enjoyed the sharpest increase in performance identity over the Scottish question are difficult to delivering the most sustainable Games ever this year, moving eleven places ahead to number measure or predict, but the UK is certain to remain amidst mounting international scrutiny around nineteen overall. Many visitors were pleasantly a headline in the coming year. the environmental impact of major events. The surprised by hotel availability during the Games— positive impressions created through widespread which ultimately led to a widespread drop in coverage of the large number of recycling bins prices to stimulate demand. The country achieved across the capital and within the park during the a dramatic shift in perception for Value for COUNTRY HIERARCHICAL DECISION ASSOCIATION MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank VALUE 11 QUALITY 14 GOOD FOR 11 HERITAGE 5 TOURISM 19 SYSTEM OF LIFE BUSINESS AND CULTURE UNITED AWARENESS 10 Political Freedom 8 Education System 10 Investment Climate 18 History 5 Value for Money 18 kingdom FAMILIARITY 3 Environ. 18 Healthcare 11 Advanced 10 Art and 5 Attractions 7 Friendly System Tech. Culture ASSOCIATIONS Stable Legal 10 Standard 16 Regulatory 12 Authentic 22 Resort and 26 Environ. of Living Environ. Lodging RANKINGS PREFERENCE 5 Tolerance 13 Safety 15 Skilled 11 Natural 39 Food 35 Workforce Beauty 11 CONSIDERATION 3 Freedom 11 Job Opp. 8 8 of Speech 9 13 DECISION/VISIT 4 Most Like 16 to Live In ADVOCACY 14 ‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 20
  21. 21. t h eme s o f 201 2-1 3: l e a der s at a g l a nce The Untapped Power of the PIIGS Portugal (32) Italy (15) Ireland (21) Greece (39) Spain (19) Economically troubled, the qualities they share is an unprecedented opportunity to leverage strong, well defined yes. But beautiful associations that could enhance their financial competitiveness and return them on a sustainable (and hopeful), too. growth path. Portugal, Italy, Ireland, Greece and Spain represent Yes, all five countries are facing crippling debt, a grouping of nations defined by the economic macroeconomic imbalances, rigid labor markets crises they share, but also the cultural and natural and increasing austerity measures. But Italy, Spain assets they have to offer. While the term PIIGS and Ireland in particular remain strong, top- has largely been used in relation to each nation’s twenty-five brands. Greece, on the other hand, worsening financial climate (with the exception of has continued on a multi-year downward trend Greece), these country brands are not as rapidly in the CBI, suffering a twelve-place decline in Separated only by the Guadiana River, the towns of Alcoutim in decline as we might imagine. In fact, one of perception to rank it thirty-ninth overall. in Portugal and Sanlúcar in Spain are vivid examples of both countries’ cultural and natural assets. COUNTRY HIERARCHICAL DECISION ASSOCIATION MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank VALUE 25 QUALITY 35 GOOD FOR 38 HERITAGE 61 TOURISM 36 SYSTEM OF LIFE BUSINESS AND CULTURE portugal AWARENESS 12 Political Freedom 25 Education System 31 Investment Climate 47 History 40 Value for Money 30 FAMILIARITY 16 Environ. 33 Healthcare 35 Advanced 36 Art and 38 Attractions 48 Friendly System Tech. Culture ASSOCIATIONS Stable Legal 22 Standard 41 Regulatory 36 Authentic 69 Resort and 50 Environ. of Living Environ. Lodging RANKINGS PREFERENCE 29 Tolerance 24 Safety 37 Skilled 33 Natural 77 Food 16 Workforce Beauty CONSIDERATION 15 Freedom 26 Job Opp. 44 of Speech DECISION/VISIT 20 Most Like 32 to Live In 34 29 30 32 ADVOCACY 27 ‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 21
  22. 22. t h eme s o f 201 2-1 3: l e a der s at a g l a nce Portugal’s ranking slipped two places this year, but the country faces more declines in the midst of an economic crisis. Downgraded to junk status—or just below the purview of investment—by Standard & Poor’s in January 2012, Portugal’s government follows in the footsteps of Greece and Ireland in seeking a bailout from the European Union and International Monetary Fund. Prime Minister Pedro Passos Coelho has promised to cut spending and raise taxes in order to meet the terms of a 78 billion Euro aid plan. These austerity measures are hurting an economy that already suffered from slow growth rates, and as such, the country’s brand has declined in Good for Business, falling six places to thirty-eighth overall. For Investment Climate and Regulatory Environment, Portugal also experienced declines in perceptions this year. Similarly, rankings related to Greece’s business climate declined following a fifth year of economic straights. As the country attempts A bank in Athens symbolizes Greece’s declining business climate to avoid default, Greece and its creditors are following a fifth year of economic straights. discussing a cut in the face value of its debt— putting the country’s already fragile three-party COUNTRY HIERARCHICAL DECISION ASSOCIATION MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank VALUE 72 QUALITY 87 GOOD FOR 78 HERITAGE 18 TOURISM 45 SYSTEM OF LIFE BUSINESS AND CULTURE GREECE AWARENESS 3 Political Freedom 88 Education System 87 Investment Climate 97 History 6 Value for Money 87 FAMILIARITY 9 Environ. 83 Healthcare 102 Advanced 63 Art and 11 Attractions 32 Friendly System Tech. Culture ASSOCIATIONS Stable Legal 77 Standard 85 Regulatory 78 Authentic 63 Resort and 53 Environ. of Living Environ. Lodging RANKINGS Skilled PREFERENCE 9 Tolerance 67 Safety 71 84 Natural 36 Food 23 Workforce Beauty CONSIDERATION 8 Freedom 59 Job Opp. 100 of Speech 14 DECISION/VISIT 8 Most Like 79 27 to Live In 22 39 ADVOCACY 37 ‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 22
  23. 23. t h a p ter f 201 title a der s at a cheme s on a me2-1 3: l eor subtitleg l a nce Even though the financial crisis has impacted perceptions around the business climate of these country brands—and for Greece and Spain, Quality of Life as well— the recession has not prevented them from earning some of the strongest scores for Preference and Consideration globally. Photo: View from the island of Santorini, Greece. coalition in a position of placating the public size or economic power. However, a declining The country’s ranking for Job Opportunity fell to before passing another round of austerity economic climate could have real and lasting a very weak one hundred this year. measures. Greece’s Good for Business ranking effects on the quality of life for citizens and is now seventy-eighth, with Investment Climate residents alike. This is certainly the case for Similarly, a quarter of Spain’s workforce is falling thirteen places to ninety seven, Regulatory Greece, a nation that suffered its sharpest already jobless and close to half of its youth Environment falling fifteen places to seventy declines in perception this year in the Quality are without work. Spain’s ranking for Job eight, and Skilled Workforce falling seven places of Life dimension, falling thirty-four places to Opportunity accordingly fell four places to to eighty four—all at their lowest levels since the eighty seven in the country’s lowest-ranked forty-sixth, with Most Like to Live In and CBI’s inception. dimension overall. Inherently connected to Standard of Living also suffering significant a nation’s ability to offer its people gainful declines. Once considered some of the most As reported every year in the CBI, country brand employment, quality of life in Greece is attractive places to live in the world, the PIIGS strength isn’t directly correlated with geographic significantly impaired by rising unemployment. face the brain-drain of high unemployment Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 23
  24. 24. t h eme s o f 201 2-1 3: l e a der s at a g l a nce rates and the risk of losing their valuable Madrid-Barajas Airport is workforces to better opportunities abroad. a physical symbol of Spain’s prowess in the Preference Even though the financial crisis has impacted and Consideration dimensions, and is one of perceptions around the business climate of these Europe’s leading airports country brands–and for Greece and, to a lesser with a shuttle connection to extent, Spain, Quality of Life as well—the recession Barcelona that is also the has not prevented them from earning some of the busiest air route on strongest scores for Preference and Consideration the continent. globally. In fact, Italy jumped one place ahead to become the number one country brand for Tourism overall, ranking as the strongest- performing brand for Food and third strongest for Attractions. Italy is also the strongest-performing country brand this year for History, Art and Culture and the Heritage and Culture dimension overall. It’s clear that Italy’s iconic collection of luxury, heritage brands are still considered among the world’s most valuable, with demand growing quickly in Chinese and Indian markets. The World Travel and Tourism Authority reports that spending among international business and leisure tourists is projected to increase in 2012 in both Portugal and Greece. COUNTRY HIERARCHICAL DECISION ASSOCIATION MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank VALUE 21 QUALITY 25 GOOD FOR 24 HERITAGE 11 TOURISM 15 SYSTEM OF LIFE BUSINESS AND CULTURE SPAIN AWARENESS 5 Political Freedom 20 Education System 25 Investment Climate 32 History 11 Value for Money 34 FAMILIARITY 6 Environ. 31 Healthcare 25 Advanced 22 Art and 4 Attractions 15 Friendly System Tech. Culture ASSOCIATIONS Stable Legal 23 Standard 27 Regulatory 24 Authentic 29 Resort and 24 Environ. of Living Environ. Lodging RANKINGS PREFERENCE 13 Tolerance 17 Safety 31 Skilled 36 Natural 26 Food 6 Workforce Beauty CONSIDERATION 7 Freedom 19 Job Opp. 46 of Speech 10 14 14 19 DECISION/VISIT 6 Most Like to Live In 20 ADVOCACY 4 ‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 24
  25. 25. t h eme s o f 201 2-1 3: l e a der s at a g l a nce It’s clear that Italy’s iconic collection of luxury, heritage brands are still considered among the world’s most valuable, with demand growing quickly in Chinese and Indian markets. Photo: Exclusive boutiques in Piazza Filippo Meda, Milan, Italy. COUNTRY HIERARCHICAL DECISION ASSOCIATION MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank VALUE 23 QUALITY 21 GOOD FOR 23 HERITAGE 1 TOURISM 1 SYSTEM OF LIFE BUSINESS AND CULTURE ITAly AWARENESS 8 Political Freedom 21 Education System 23 Investment Climate 38 History 1 Value for Money 28 FAMILIARITY 5 Environ. 35 Healthcare 28 Advanced 23 Art and 1 Attractions 3 Friendly System Tech. Culture ASSOCIATIONS Stable Legal 25 Standard 22 Regulatory 23 Authentic 19 Resort and 15 Environ. of Living Environ. Lodging RANKINGS PREFERENCE 4 Tolerance 22 Safety 33 Skilled 22 Natural 11 Food 1 Workforce Beauty CONSIDERATION 4 Freedom 18 Job Opp. 39 15 6 of Speech 12 10 DECISION/VISIT 5 Most Like 19 to Live In ADVOCACY 5 ‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 25

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