FutureBrand's 2009 Country Brand Index Executive Summary
For the past five years, FutureBrand has rallied around the idea that countries have the potential to become some of the world’s strongest brands, rivaling Nike, Sony and IBM. We have documented how well-branded countries can better promote economic value and export products; attract inbound investment, tourists and talent; redress stereotypes or clichés and build competitive advantage. All this remains true. We also see new and innovative ways countries are promoting themselves: using global sports to showcase a nation, creating strong and groundbreaking environmental policies and approaches, electing powerful leaders who inspire global goodwill, and creating icons of culture and the arts.
For more information or to purchase the full study, go to http://www.futurebrand.com/cbi/