Presentation by Tom Adams, Chief Digital Officer, FutureBrand Worldwide, at the First International Forum "Ukraine: Country and City Branding", December 8, 2010, Kyiv

1. Можливість
Потенціал
Tom Adams, FutureBrand
FutureBrand ® 1

2. The 2010 Country Brand Index

3. ABOUT THE 2010 COUNTRY BRAND INDEX
• The FutureBrand 2010 Country Brand Index, presented in partnership
with BBC World News, is our sixth and most comprehensive study of
country brands to date:
- Based on independent quantitative research with 3,400 international
business and leisure travelers.
- Respondents recruited from 13 countries across every continent.
- Qualitative research carried out across 14 in-depth global focus
groups with brand experts.
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4. ASSOCIATIONS ACROSS MULTIPLE DIMENSIONS
The research analysis 5 association dimensions and 26 image attributes
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5. The Top 25 –
The Strongest Country Brands 2010

6. The Top 25

7. The Top 25 – Rising

8. The Top 25 – Impact of the Debt Crisis

9. 9
The Weakest
Country Brands

10. Weakest Country Brands
FPO

11. 1Canada(#2, +1)
• Olympic Year
• Weathered the financial crisis – last in, first out
• Strong investment in image building
• Profits from the USA’s inward focus
• Consistent performance across every measure
• Tourism #4, Quality of Life #5, Business #8, Value System #8

12. 40Chile(#59, +19)
• San José miners’ rescue
• Growing economic stability
• Improved across every measure

13. Media plays a vital role
• Current events influence
image and shift perceptions
• Put countries in the
spotlight
• Increases awareness and
familiarity
• Image campaign improve
associations

14. 14
What makes a ‘country’ is changing

15. 15
The gap is narrowing

16. The power of ‘made in…’

17. 40Switzerland(#11, +6)
• Good for Business #1
• Quality of Life #1
• Value System #7
• #1 Country brand for “Most Like to Live In”
• Attracts talent and corporate headquarters

18. What does it mean to be
‘Made in Ukraine’?