Countr brand index_2011

Welcome to the seventh annual
FutureBrand Country Brand Index
(CBI), our global study of country brand
strength. The 2011-2012 CBI documents
perceptions around 113 nations, and
is based on more interviews, insights
and information than any other study of
its kind. In its development, we utilized
social media tools to investigate amongst
key opinion-formers and influencers,
asking them what makes a country’s
brand powerful and unique.

© All rights reserved.

INTRODUCTION

WHAT MAKES A STRONG
COUNTRY BRAND?

At FutureBrand, we assess the connection with a ripple effect, encouraging others around the
world to visit, do business, learn and build lives in a place.
strength of a country brand in much
the same way as any other brand.
We measure awareness, familiarity,
preference, consideration, advocacy
and active decisions to visit or interact
with a place.
But the most important factors—the aspects that truly
differentiate a country brand—are its associations and Like any brand, a country brand must be consistent across
attributes across five key dimensions: Value System, Quality many touchpoints, from advertising and public relations
of Life, Good for Business, Heritage and Culture and Tourism. to political representatives, cultural ambassadors, tourists,
companies and indigenous products.
A strong country brand is more than the sum of its attributes:
in total, it must make people’s lives better. From progressive These features, in addition to a strong point of view, role
politics to a sense of openness and freedom of speech, a on the world stage and concerted effort to drive progress,
country that is geared around its people and their needs will tourism, immigration, exchange and partnership make the
always score highly. From this comes a strong emotional difference between nation states and genuine country brands.

3. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

CONTENTS OF THE 2011-2012 CBI

WHY DOES COUNTRY BRANDING MATTER? 5 THE CBI DIMENSIONS 31
Value System 32
A WORLD OF AUDIENCES 8 Quality of Life 38
Good for Business 44
OUR METHODOLOGY 9 Heritage and Culture 49
Tourism 53
CO-CREATING A GLOBAL PERSPECTIVE 11
BEYOND NATIONAL BOUNDARIES 63
WHAT’S AT STAKE? 13 Latin America 64
BRICS 66
THE 2011-2012 TOP TEN 14 MENA 69
The strongest country brands 15 APAC 72
Canada 21 Europe 75
Switzerland 22 Africa 77
New Zealand 23
Japan 24 FULL LIST OF COUNTRIES 79
Australia 25
United States 26 LOOKING TO 2012 80
Sweden 27
Finland 28 EXPERTS AND OPINION-FORMERS 82
France 29
Italy 30 SECONDARY SOURCES 84

CBI EDITORIAL TEAM 85

ABOUT FUTUREBRAND 86

CONTACT 87


INTRODUCTION

WHY DOES COUNTRY
BRANDING MATTER?

COUNTRIES ARE BRANDS THAT NEED MANAGING

Today, the term «brand» isn’t simply
a descriptor for consumer goods:
it includes products, services, places
and experiences, and how they’re
marketed to audience groups to create
familiarity and favorability.

Brand is an asset that represents the sum total of the
associations that influence preference—and it must be
carefully managed. Just like products or services, countries are
known by association, including language, images and media,
as well as first-hand experience and peer recommendation.
Brands are, in a word, a collection of perceptions.


INTRODUCTION

WHY DOES COUNTRY
BRANDING MATTER?
By continually measuring the perceptions of a country brand’s nation-building, as well as to create strong differentiation
audience, from business professionals to global travelers, amongst neighbors and competitors. Country brands
we can begin to understand the impact that news events, consisted of a historical narrative that incorporated social
cultural undertakings—and even a country’s own marketing and cultural values wedded to political or religious ideologies.
efforts—have on an individual’s decision to choose that
nation over another. That can include a decision to invest, In this way, nations were created and positioned in terms that
visit, emigrate, work, study, consume that country’s goods or transcended geography or tribalism. This was particularly
become interested in its culture. In short, a choice to let one the case in 19th century Europe, where national identities,
country play a significant role in our lives and livelihood. flags, anthems, monuments and holidays were consciously
constructed in the wake of political revolutions and emerging
What’s more, country brands are constantly compared to national independence.
their competitors—namely, other countries—and need
to be continually assessed in relative terms by their owners.
In looking for patterns or evidence of relative strength,
a country’s brand leadership—in the form of its citizens,
communities, governments and business leaders—can better
understand how to leverage its assets for the benefit
of everyone involved.

It’s through this combined understanding of shifting audience
perceptions and competitive positioning that country brands This is true for the United States as well, which constructed
can be best managed, driving relevance and differentiation in its own identity—and along with it one of the most significant
the face of a rapidly changing world. country brands in the world. One that started by rejecting
the parliamentary authority of the United Kingdom, unifying
NATIONS ARE OFTEN CREATED LIKE BRANDS a federal system of democracy and developing a powerful
Throughout history, countries have managed their brand as narrative of free agency inspired by classical Greece
a means to influence perception. Often, the objective was to and republican Rome. The «stars and stripes» became
support an internal view that unified citizens and supported synonymous with an American dream of freedom, citizenship


INTRODUCTION

WHY DOES COUNTRY
BRANDING MATTER?
and a pioneering spirit—values that still drive many to live and attractiveness for investment as well as tourism, and can
work in the United States today. compromise domestic confidence and social unity.
A well-defined association around origin and nationality can
A nation’s primary goal should be to succinctly capture its also become a hallmark of quality in the long-term. The fact
narrative and assets for internal and external audiences to that the European Union places such a high legal emphasis
identify and support the nation’s purpose. Although branding on labeling the origin of products and services should
is a modern coinage, born from advertising and marketing in underscore the link between a nation’s branding and the
the twentieth century, a country’s brand is closely tied to the branding of a nation’s goods. The ability to legally use terms
full spectrum of its political, cultural and commercial history. of authenticity around regional origin allows for protection
against counterfeiting, false advertising and misleading sales
messages. That’s where the business of branding meets the
assets of a country’s brand.

COUNTRY BRANDING IS MORE IMPORTANT THAN EVER
As we review our list of countries and their relative strengths
for the 2011-2012 CBI, it’s worth keeping in mind that a
country’s brand is never fixed. Countries must respond as
competitors in a world of scarce resources, differentiating
themselves and securing an advantage for themselves and
their constituents. Failure to clearly articulate a compelling
story can lead to a major disadvantage when a nation is
compared to others. Country branding is a very
real requirement for 21st century nations. This year’s
COUNTRY BRANDS ARE MORE THAN JUST TOURISM developments reinforce how economic, social and political
Country branding is a vital element in both domestic and change can influence brand strength year to year, particularly
international affairs. The difference between a successful, as social media intensifies and accelerates the distribution of
defined and understood brand and a weaker, less images, ideas and associations that shape perception.
differentiated one can have a significant impact on a nation’s


INTRODUCTION

A WORLD OF AUDIENCES

In the past, country brands
were primarily associated with travel
and tourism.
A country’s reputation was built through tourism
communications, advertising and word-of-mouth; its brand was
formulated through the products, services and even emigrants
originating from within its borders. Reputations were slowly built
and carefully constructed, and they remained consistent over
the course of generations.

Today, the opposite is true. Thanks to the internet and mobile
devices, our instantaneous ability to connect with other citizens
of the world, with images, news, opinions and rumors means
that a country’s image can shift overnight.

Our world is at once a geography of borders as well as a network
of border-less communities with the means to communicate
instantly. There are countless stakeholders influencing,
controlling and managing today’s brands. For that reason,
a brand’s image needs to be reconfirmed daily and across
multiple touchpoints. Because a country, its leaders, companies
and people are scrutinized constantly, it’s vital that a country
brand be clearly defined, broadly aligned and continually
assessed in all the decision-making dimensions measured by
FutureBrand’s CBI. In so doing, the stakeholders of a country’s
brand can more accurately manage and shape their image.


INTRODUCTION

OUR METHODOLOGY

The Country Brand Index has become increasingly rigorous and sophisticated
since its inception in 2005, and now includes more research data than ever
before, establishing itself as the most authoritative study on country branding in
the world. The report draws its data and its insights from several core resources:

350014102 400+
BUSINESS AND
LEISURE TRAVELERS
PRIMARY
RESEARCH
EXPERT
CONTRIBUTORS
IDEAS DEVELOPED IN
COLLABORATIVE EXERCISE
MARKETS IN 16 CITIES
QUANTITATIVE RESEARCH. Between July 18 and July 27, 2011, around the world. These experts participated in «deep dive»
FutureBrand collected quantitative data from 3,500 frequent moderated workshops with the aim of consolidating their views
business and leisure travelers and opinion-formers in 14 and perceptions across the key HDM attributes and dimensions.
countries around the world. With an international outlook
and sense of global fluency, they represent a knowledge bank CO-CREATIVE INSIGHTS.Our third source leveraged crowd-sourcing
sought-out by investors and tourists alike. and an online, co-creative community, giving us the chance to
capture real-time discussions amongst experts and interested
EXPERT OPINIONS. Additionally, between August 19 and third-parties around the world. This collaborative exercise took
September 7, 2011, we connected with experts in tourism, place between August 30 and September 16, 2011.
export, investment and public policy in 16 different cities


INTRODUCTION

OUR METHODOLOGY

We use FutureBrand’s proprietary Hierarchical Decision This model offers insights that help us assess how well-
model (HDM) to determine how key audiences—including developed a brand is as well as key challenges that need
residents, investors, tourists and foreign governments—relate to be addressed. Our HDM also allows for a measurement
to a country brand, from mere awareness to full advocacy. of a country’s relative performance and progress. In short,
the HDM takes seven areas into consideration:

1 2 3 4 5 6 7
AWARENESS: FAMILIARITY: ASSOCIATIONS: PREFERENCE: CONSIDERATION: DECISION / VISITATION: ADVOCACY:
Do key audiences know How well do people know What qualities come to mind How highly do audiences Is the country considered To what extent do people Do visitors recommend
that the country exists? the country and its offerings? when people think of the esteem the country? for a visit? follow through and visit the the country to family,
How top-of-mind is it? country? Here, we look at Does it resonate? What about for investment country or establish friends and colleagues?
five association dimensions: or to acquire or consume its a commercial relation?
Value System, Quality of Life, products?
Good for Business, Heritage
and Culture and Tourism.


INTRODUCTION

CO-CREATING A GLOBAL PERSPECTIVE

Social technologies have multiplied
the speed and reach of opinions about
destinations, news events and brands
that shape overall country perceptions.

For the first time ever this year, we have harnessed social
technology to inform our view of the factors influencing country
brand strength. Our qualitative research was broadened into a
co-creation exercise that extended conversations in 15 countries
into a global online forum. In-person focus groups offered the
chance to understand expert traveller views on country brand
themes in a particular market. However, by inviting the same
people to answer questions and develop ideas together online,
we were able to co-create a single global perspective on this
year’s important issues.

Our approach utilized a platform called DiscoveryCast to help
manage expert discussions around key questions relating to the
factors influencing country brand strength, this year’s rising stars
and the events that would have the greatest influence on country
brand rankings. We worked with over 40 expert contributors
across four continents who developed over 400 ideas in a
collaborative exercise.


INTRODUCTION

CO-CREATING A GLOBAL PERSPECTIVE

Each expert was able to submit feedback on and develop ideas and Heritage and Culture and reinforce the importance of
that have informed many of the insights and qualitative findings a country’s population as its most powerful brand assets.
in this year’s CBI. We were particularly keen to understand the Identity—from a tourism logo to a national flag or its colors —is
collective view of the most important factors in country brand a critical symbol of any country brand and one of the most
strength. This relates to the unchanging elements that are most valuable and instantly recognizable elements of country brand
influential in creating perceptions of a place. equity. Interestingly, «economy» and «stability» were also rated
as two of the top five factors influencing country brand strength
by our experts, perhaps reflecting a stronger than normal
preoccupation with the global financial situation and relating
closely to the Good for Business and Quality of Life dimensions
in our quantitative research.

Our experts also developed a list of the events that had the
most influence on country brand strength in the last year,
which in turn informed some of the main themes in this year’s
index. These were led by the downgrading of the United
States’ economy—a major shock to the global financial
system, particularly in the wake of China’s emergence as the
world’s second largest economy, and perhaps a factor in the
United States’ continued drop in the rankings from 2009.
Other major events—like the Japan nuclear disaster, the Arab
Spring, riots and royal weddings in the United Kingdom and
Word cloud of the most important The discussions were unprompted, allowing each expert to the death of Osama Bin Laden— were all felt to be powerful
factors in country brand strength
co-created by our expert contributors.
suggest their own ideas in their own words, but a great deal enough to influence country brand perceptions. And this year’s
of consistency emerged from the discussions. The top three shifting rankings—particularly for the United Kingdom and
factors based on frequency of mention, commenting and rating Japan—demonstrate that being in the news can correlate to
were culture, identity and people. Perceptions of culture and changing brand strength, even if the results are sometimes
people are an integral part of dimensions like Value System counterintuitive.


INTRODUCTION

WHAT’S AT STAKE?

At the heart of everything we’ve And when a government and population respect tradition
and culture, they can encourage travel and make it easier
learned in the past seven years is the for visitors to interact with and appreciate that country’s
important role that education and assets. Finally, when an international audience begins to
validate all that a country’s brand has to its credit, investment
literacy play in creating a nation of opportunities and commercial transactions are better realized.
active, supportive citizens
The power of a country brand is directly proportionate to the
For example, when a nation’s population can create power of its people, its leadership and its sense of purpose in
and maintain institutions of governance that reflect and the global community. In realizing this strength, a country can
encourage their cultural values while still protecting the rights create better lives for all of its citizens.
and opinions of minority voices, that country experiences
significantly more growth and success. With that in mind, we’re pleased to present the top ten country
brands for the year 2011.
From there, a government that understands how to marshal
and optimize a nation’s natural resources while remaining
open and entrepreneurial is more likely to set-out on a positive
economic course.


THE 2011-2012 TOP TEN
1. CA Canada 0
2. CH Switzerland 3
3. NZ New Zealand 0
4. JP Japan 2
5. AU Australia 3
6. US United States 2
7. SE Sweden 3
8. FI Finland 0
9. FR France 2
10. IT Italy 2


THE STRONGEST COUNTRY BRANDS

Brand Canada: Why country brand as a platform to build sustainable brand strength across every
dimension. From the creation of beautiful b-roll landscape
management is important footage to the ubiquitous use of the country’s iconic maple
The countries that dominate our top ten perform well year leaf, Canada actively made the most of its assets to support a
after year across every area of brand strength. Interestingly, «keep exploring» brand position.
Canada continues to be the strongest country brand despite
its lack of leading rankings in any one dimension—proving Additionally, a focus on developing specific perceptions in
that consistency is more important than specialty focus. tourism marketing has paid off, with increased scores this year
in areas like History—not typically a strength for Canada.
But Canada’s strength depends on more than just
consistency: the nation actively manages its country brand This attention to country brand management will be even more
to constantly improve performance. As the United Kingdom important as the country faces its first period of economic
prepares to leverage the power of the London 2012 Olympic decline for two years—shrinking 0.4% in the second quarter
Games, it would do well to emulate Canada’s treatment of the of 2011—and consumer confidence drops—a change that
Vancouver 2010 Winter Olympics, where the event was used correlates to a slight fall in Canada’s Good for Business score.




The United Kingdom
leaves the top ten

For the first time since the CBI’s founding, the United
Kingdom does not appear in the top ten, capping off a
two-year downward trend for the country’s brand. This is a
symbolic fall for the nation, which has traditionally punched
above its weight in brand strength. Ironically, this follows a
year of good press for the country, especially with the Royal
Wedding in April.

But the United Kingdom’s brand is something of a paradox.
For example, tourism represents nearly 10% of the country’s «Occupy» demonstrations in London, the United Kingdom
GDP and is second only to chemicals and financial services continues to suffer unusual levels of social discontent in the
in terms of export earnings. Visitor numbers for business and context of global economic downturn and significant public
leisure actually increased year to date in the three months spending cuts that perhaps account for a fall in perceptions
leading up to August, and overall visitor spending is up 4% of Value System.
since 2010. But the country has one of its weakest scores in
the Tourism dimension of our study, particularly in areas like As the United Kingdom looks ahead to 2012, it will surely be
Value for Money. hoping that the «Olympic effect» starts to improve low scores
in the Tourism dimension, delivering promised «legacy»
Perceptions are also weakening in traditional areas of strength social improvements and business growth, while reversing
for the country with Heritage and Culture falling five places—a a downward trend in perceptions across the dimensions.
counter-intuitive outcome in light of the focus on London’s Hopefully, the county can start to tell a new story about
heritage sites during April’s festivities. And while our research its future, counterbalancing an increasing dependence on
study preceded nationwide urban rioting and subsequent pageantry and nostalgia to maintain its position in the rankings.




Small countries can have
a big reputation

Country brand strength is not a function of geographic size
or economic power. China demonstrates this very fact with
a fall of nine places to sixty-fifth position in 2011, despite
having the world’s largest population and displacing Japan
as the second largest economy. Conversely, New Zealand,
Switzerland and Finland all enjoy top ten rankings and some
of the highest scores in the index with populations below
ten million.

In New Zealand’s case, the country is enjoying high levels the after-effects of a devastating earthquake in February 2011.
of macroeconomic growth in tandem with its continued But when it comes to punching above its weight, Switzerland
position at number three in our ranking, despite having is the real success story in 2011. Maintaining its momentum,
the lowest population and GDP of the countries in our top the country’s brand has moved from eleventh to fifth and now
ten. April 2011 saw it deliver its largest ever trade surplus, second position in three years, leading the rankings in the
providing over a third of world dairy exports. Good for Business dimension and appearing in the top ten for
every other dimension except Heritage and Culture. Just as in
Like Australia, the country continues to prosper as it supplies 2010, positive perceptions of Switzerland’s favorable regulatory
the resources essential to economic growth in China and other environment, infrastructure and value system make it a place
accelerating economies. As a country brand, New Zealand people want to visit, invest in and recommend.
leads the rankings in terms of perceptions of Natural Beauty
and appears in the Value System top ten, but overall the This, coupled with some of the world’s most beautiful natural
brands suffered in the Good for Business dimension—falling attractions, a strong portfolio of national «made in» brands
three places to eighteenth position—perhaps correlating to and a stable economy means Switzerland continues to live up
increasingly high housing prices, rising household debts and to the «plus» in its iconic national identity.




Scandinavia weathers
the European storm

While the Eurozone continues to confront instability, the
risk of default on sovereign debt and currency threats that
could damage the perceptions of member states, Europe’s
northernmost countries are enjoying unprecedented levels
of brand strength.

In 2011, we continue to feel the effect of Brand Scandinavia,
with Sweden rising three places to seventh, Finland holding
fast at eighth, Norway up one and Denmark rising four
places to fifteenth position. Sweden has enjoyed one of the EU member state Finland also enjoyed strong economic growth
sharpest increases in overall strength over the past two of over 5% in the first quarter of 2011 and mirrors Sweden’s
years, now dominating both the Quality of Life and Value dominance of the Value System and Quality of Life dimensions,
System dimensions and second only to Switzerland in Good as well as top honors in the Skilled Workforce attribute.
for Business.
Unlike Sweden, which enjoys a consistent conversion from
This is in the context of Sweden’s 6.4% annual growth in the consideration to visitation and advocacy—a key measure
first quarter of 2011, falling unemployment and public debt in country brand strength—brand Finland sees a drop in
below 40% of GDP—the reverse of most of its counterparts in this area, perhaps indicating that visitors’ expectations
the top ten. Part of this economic success relates to Sweden’s are not always met as consistently as they are elsewhere
established manufacturing base, as well as strong exported in Scandinavia.
brands across multiple categories.




The paradox of bad news
Japanese Prime Minister Naoto Kan described the March
2011 earthquake, tsunami and ensuing nuclear disaster that
took thousands of lives and devastated easternmost Japan
as the most difficult crisis the country has faced since the
second world war. Quite aside from the trauma, loss of life and
impact on infrastructure, early estimates indicate that the total
financial impact of the disaster could exceed $300 billion.

While the country reels from this terrible event and the world
watches as its third largest economy struggles to regain
momentum, this year sees Japan continue its rise in the
country brand rankings, moving up two ranks to fourth place. In this case—as with the Chilean Miners’ rescue and the
In fact, perhaps paradoxically, Japan leapt to number one in Iceland volcanic eruption in 2010—we see the positive effect
the Tourism dimension and moved up five places in Quality that global news exposure can have on perceptions of a place,
of Life. regardless of the nature of the news itself.
Japan has always been a strong country brand and enjoys
enormous popularity as a destination for business and leisure. It could also be argued that enormous latent goodwill and
While visitor figures dropped significantly between March and decades of strong reputation-building provided an underlying
August 2011, decline is slowing against numbers for 2010 as resilience that has helped the country brand survive and even
we approach the end of the year. flourish in difficult times.




Iconic country brands in decline
It’s been a challenging year for the United States. Displaced
by Canada in 2010, and now down another two places to
sixth overall, the United States suffers from a downward trend
in brand strength that mirrors its troubled socio-political and
economic fortunes. However, despite slower than hoped
for growth in employment and GDP, the United States has
shown some improvement in perceptions around Good
for Business—including Regulatory Environment, Skilled
Workforce and Investment Climate—rising four places against
2010. It is worth noting that our research was in-field before
the controversial downgrade of the United States’ credit rating
to AA+ status and the Occupy Wall Street movement that But America is not the only iconic country brand suffering from
intensified speculation about America’s long-term stability. a downward trend in strength this year. France has fallen two
places to ninth position, following a drop of the same amount
Tourism strength is also slightly improved, up six places in 2010. This is set against a background of increased turmoil
this year as a result of significantly increased perceptions of in the European Union as French president Nicolas Sarkozy
Value for Money, correlating to a weakened dollar and highly takes a lead role in attempting to stabilize the Eurozone’s
publicized domestic mortgage defaults across the nation. economy alongside Germany’s Angela Merkel.
Next year’s presidential election also brings the potential
for the end of the Obama administration or a weakening The United States and France continue to be among the
of its mandate as presidential approval ratings continue to world’s strongest country brands and show great resilience in
fall, further diluting the «Obama effect» that was a strong the face of these challenges. But their decline year after year—
contributing factor the the United States’ number one position together with that of the United Kingdom—might hint at an
in the 2009 CBI. inexorable decline in strength.


THE 2011-2012
WORLD EVENTS TOP TEN

#1 CANADA
HIGHLIGHTS
AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING...

9,984,670 3.21 % “Canada has a stable political
POPULATION FDI 2009 (MILLION USD) system, economy and market; an open
34,030,589 524,938 and tolerant society; and policies that
GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) encourage immigration.”
1,577,040 550,000 jobs (3.2 % of total emp.)
GDP PER CAPITA (CURRENT USD) HDI VALUE
OTTAWA
46,342 0.908

HDM PERFORMANCE

Environmental
environment
Stable legal

friendliness
of speech
Tolerance

Freedom
freedom
Political
VALUE SYSTEM
S
e
t Lik
Mos ive In
for MValue #3 to L
1 1 oney #4 #4 1 1 1 1
#7 n
catio
#5 Edu em
Reso Syst
lodg rt & re
lthca

QUA
10 10
in
optio g
#3 Hea em 10 10 10 10
st

A
ns Sy
ISM

LITY
#8
#17

T O
Attra dard
R

ction #14 #8 Staniving
TOU

s fL

F
F
F
o
#4

LIFE

DECISION / VISITATION #7
IF
20 20 #16 ty 20 20 20 20
Safe
#7
Food #30
#4
Job ortunity

CONSIDERATION #8
Opp

PREFERENCE #12
30 30 30 30 30 30
#9
FAMILIARITY #7
AWARENESS #7

ASSOCIATIONS

#44 #11

ADVOCACY #6
#15 #29 #12
40 40 HE #7 40 40 40 40
S
au l

#34

Sk orkf
RI
Be tura

ES
ty

TA

W
ille orc
GE IN
Na

US

d e
& B
ory

Ad chn
CU R
FO
Te

LT
va olo
st

UR OD
Hi

50 50 50 50 50 50
nc gy

E GO
ed
ltu &

Inv lima
re
Cu Art

C
es te

1 2 3 4 5 6 7
tm
y

Re viro

en
cit

En

t
gu nm
nti

lat e
the

ory nt
Au

In the radar chart, numbers indicate the ranking for each country within that as «strong» or «very strong» against the particular attribute is indicated by the
specific attribute, while the percentage of actual responses rating each country distance from the centre of the grid, moving from zero to 100%.


THE 2011-2012

#2 SWITZERLAND
HIGHLIGHTS
AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING... BERN
41,280 2.71 % “Switzerland is a very consistent
POPULATION FDI 2009 (MILLION USD) brand. It’s excellent. The trains are
7,639,961 497,611 brilliant, as are the skiing, festivals
GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) and food. It simply works.”
527,920 149,000 jobs (3.3 % of total emp.)

69,100 0.903

HDM PERFORMANCE

Environmental
environment
Stable legal

friendliness
of speech
Tolerance

Freedom
freedom
Political
VALUE SYSTEM
S
e
t Lik
Mos ive In
1 1
for MValue #5 to L
1 1 1 1
oney #5 n
#7 #10 catio
Edu em
Reso
#9 Syst
#1 re
lodg rt & lthca

QUA
10 10
in
optio g #5 Hea em 10 10 10 10
st

A
ns Sy
ISM

LITY
#4 #18 #3

T O
Attra dard
R

ction Staniving
TOU

s fL

F
F
F
#2 o

LIFE

IF
20 20 #10 ty 20 20 20 20
Safe
#2
Food #10

CONSIDERATION #11
#1
Job ortunity
Opp

PREFERENCE #10
30 30 30 30 30 30
FAMILIARITY #8
AWARENESS #8

ADVOCACY #19
#3
ASSOCIATIONS

#3 #25
#24 #5
40 40 HE 40 40 40 40
#1 S
au l

Sk orkf
RI
Be tura

ES
ty

TA

W
#7

ille orc
GE IN
Na

#2 US

d e
& B
ory

Ad chn
CU R
FO
Te

LT
va olo
st

UR OD
Hi

50 50 50 50 50 50
nc gy

E GO
ed
ltu &

Inv lima
re
Cu Art

C
es te

1 2 3 4 5 6 7
tm
y

Re viro

en
cit

En

t
gu nm
nti

lat e
the

ory nt
Au



THE 2011-2012

#3 NEW ZEALAND
HIGHLIGHTS

267,710 1.66 % “New Zealand has moved from
POPULATION FDI 2009 (MILLION USD) showing landscapes to showing people
WELLINGTON
4,290,347 68,323 in the landscape enjoying good service.
GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) They are building a holistic, attractive
140,509 105,000 jobs (4.7 % of total emp.) experience.”

32,750 0.908

HDM PERFORMANCE

Environmental
environment
Stable legal

friendliness
of speech
Tolerance

Freedom
freedom
Political
VALUE SYSTEM
S
e
t Lik
Mos ive In
1 1
for MValue to L
1 1 1 1
oney #6 #6 n
#5 #7 catio
#6 Edu em
Reso Syst
lodg rt & re
lthca

QUA
10 10
in
optio g Hea em 10 10 10 10
#6 st

A
ns Sy
ISM

LITY
#12 #12

T O
Attra dard
R

ction #19 Staniving
TOU

s #12 fL

F
F
F
o

LIFE
#7 #13

IF
20 20 ty 20 20 20 20
Safe
#8
Food #36
#17

CONSIDERATION #10
Job ortunity
30 30 #18 Opp 30 30 30 30
FAMILIARITY #20
AWARENESS #21

PREFERENCE #6
#65 #21 #21
ASSOCIATIONS

#1

ADVOCACY #3
#45
#13
40 40 HE 40 40 40 40
S
au l

Sk orkf
RI
Be tura

ES
ty

TA

W
ille orc
GE IN
Na

US

d e
& #4 B
ory

Ad chn
CU R
FO
Te

LT
va olo
st

UR OD
Hi

50 50 50 50 50 50
nc gy

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ed
ltu &

Inv lima
re
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1 2 3 4 5 6 7
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THE 2011-2012

#4 JAPAN
HIGHLIGHTS

377,940 3.96 % “Japan is well-developed, methodical
POPULATION FDI 2009 (MILLION USD) and has a very different style and culture TOKYO
126,475,664 200,143 compared to other Asian countries—
GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) traditional but not conservative. There is
5,458,797 1,455,000 jobs (2.3 % of total emp.) something to see all year round.”

43,161 0.901

HDM PERFORMANCE

Environmental
environment
Stable legal

friendliness
of speech
Tolerance

Freedom
freedom
Political
VALUE SYSTEM
S
e
t Lik
Mos ive In
1 1
for MValue to L
1 1 1 1
oney n
catio
#10
#12 Edu em
Reso Syst
#19 re
lodg rt & #17 #14 lthca

QUA
10 10
in
optio g Hea em 10 10 10 10
#15 #7 st

A
ns Sy
RISM

LITY
#25

T O
Attra #3 dard
ction #7 Staniving
TOU

s fL

F
F
F
o

#6

LIFE
#1

IF
20 20 ty 20 20 20 20
Safe
#9
Food
#3 #15

CONSIDERATION #15
Job ortunity
30 30 Opp 30 30 30 30
FAMILIARITY #14
AWARENESS #19

PREFERENCE #7
#5

ADVOCACY #15
ASSOCIATIONS

#23
#10
#15 #1
40 40 HE #10 40 40 40 40
S
au l

Sk orkf
RI
Be tura

#9 ES
ty

TA

W
ille orc
GE IN
Na

US

d e
& #2 B
ory

Ad chn
CU R
FO
Te

LT
va olo
st

UR OD
Hi

50 50 50 50 50 50
nc gy

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ed
ltu &

Inv lima
re
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C
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1 2 3 4 5 6 7
tm
ity

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En
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lat e
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THE 2011-2012

#5 AUSTRALIA
HIGHLIGHTS

7,741,220 2.68 % “Australia’s reputation is almost
POPULATION FDI 2009 (MILLION USD) universally positive, plus it offers
21,766,711 391,101 both the exotic—isolated, interesting
GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) flora and fauna—and the familiar— CANBERRA
1,237,363 648,000 jobs (5.7 % of total emp.) English-speaking, developed and
GDP PER CAPITA (CURRENT USD) HDI VALUE integrated economically with the rest
56,846 0.929 of the world.”

HDM PERFORMANCE

Environmental
environment
Stable legal

friendliness
of speech
Tolerance

Freedom
freedom
Political
VALUE SYSTEM
S
e
t Lik
Mos ive In
1 1
for MValue to L
1 1 1 1
oney n
catio
#11 #13 #11 Edu em
Reso
#12 Syst
#10
lodg rt & re
lthca

QUA
10 10
in
optio g #2 Hea em 10 10 10 10
st

A
ns Sy
ISM

LITY
#19 #11 #12

T O
Attra dard
R

ction Staniving
TOU

s #10 fL

F I
F LI
F
o

20 20 #11 #12 20 20 20 20
ty

F
FE
Safe
#13
Food #14
#2
Job ortunity

CONSIDERATION #5
30 30 Opp 30 30 30 30
#15
AWARENESS #10

PREFERENCE #2
FAMILIARITY #9

#54
ASSOCIATIONS

#16

ADVOCACY #1
#42
#16 #4
40 40 HE #12 40 40 40 40
S
au l

Sk orkf
RI #15
Be tura

ES
ty

TA

W
ille orc
GE IN
Na

US

d e
& B
ory

Ad chn
CU R
FO
Te

LT
va olo
st

UR OD
Hi

50 50 50 50 50 50
nc gy

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ed
ltu &

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re
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C
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1 2 3 4 5 6 7
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THE 2011-2012

#6 UNITED STATES
HIGHLIGHTS

9,831,510 3.03 % “The United States is a very modern and
POPULATION FDI 2009 (MILLION USD) forward looking nation with beautiful
313,232,044 2,319,585 natural scenery, people-oriented services, WASHINGTON, D.C
GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) great shopping and tourist-friendly
14,526,550 5,492,000 jobs (3.9 % of total emp.) infrastructure.”

46,376 0.910

HDM PERFORMANCE

Environmental
environment
Stable legal

friendliness
of speech
Tolerance

Freedom
freedom
Political
VALUE SYSTEM
S
e
t Lik
Mos ive In
1 1
for MValue to L
1 1 1 1
oney n
#8 catio
#8 #13 Edu em
Reso Syst
lodg rt & re
lthca

QUA
in #18 Hea em
10 10 optio g #2 #21 st 10 10 10 10

A
ns #7 Sy
ISM

LITY
T O
Attra #5 #14 dard
R

ction Staniving
TOU

s fL

F I
F LI
F
#19 o
#4 #10

20 20 ty 20 20 20 20

F
FE
Safe
#23
Food #15 #6
Job ortunity

CONSIDERATION #1
30 30 Opp 30 30 30 30

PREFERENCE #1
#11
FAMILIARITY #2
AWARENESS #6

ADVOCACY #14
ASSOCIATIONS

#47 #39
#40 #6
40 40 HE #2 40 40 40 40
#9 S
au l

#33

Sk orkf
RI
Be tura

ES
ty

TA

W
ille orc
GE IN
Na

US

d e
& B
ory

Ad chn
CU R
FO
Te

LT
va olo
st

UR OD
Hi

50 50 50 50 50 50
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ed
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THE 2011-2012

#7 SWEDEN
HIGHLIGHTS

450,300 5.69 % “Top country brands in the world
POPULATION FDI 2009 (MILLION USD) are those that are places where people
9,088,728 323,122 want to live—like Sweden.”
GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) STOCKHOLM
458,725 86,000 jobs (1.9 % of total emp.)

50,472 0.904

HDM PERFORMANCE

Environmental
environment
Stable legal

friendliness
of speech
Tolerance

Freedom
freedom
Political
VALUE SYSTEM
S
e
t Lik
#1 #1 Mos ive In
for MValue #1 #1 #1 to L
1 1 oney 1 1 1 1
n
catio
Edu em
Reso Syst
lodg rt & #1 re
lthca

QUA
10 10
in
optio g
#5 Hea em 10 10 10 10
st

A
ns Sy
RISM

LITY
#1

T O
Attra #11 #26 dard
ction #1 Staniving
TOU

s fL

F I
F LI
F
o

20 20 #21 ty 20 20 20 20

F
FE
Safe
Food #23
#1

CONSIDERATION #29
#3
Job ortunity
Opp

PREFERENCE #29
30 30 30 30 30 30
FAMILIARITY #24
AWARENESS #27

ADVOCACY #28
ASSOCIATIONS

#2
#10 #30
#3
40 40 HE #12 #4 40 40 40 40
S
au l

Sk orkf
RI
Be tura

ES
ty

TA

W
ille orc
GE #13 IN
Na

US

d e
& #1 B
y

Ad chn
CU R
r

FO
Te
sto

LT
va olo

UR OD
Hi

50 50 50 50 50 50
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ed
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THE 2011-2012

#8 FINLAND
HIGHLIGHTS

338,420 3.64 % “Finland is definitely the ultimate
POPULATION FDI 2009 (MILLION USD) expression of the organized and
5,259,250 73,851 respectful society, where civil liberties
GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.) and quality of life achieve top values.”
239,177 58,000 jobs (2.4 % of total emp.)

45,477 0.882
HELSINKI

HDM PERFORMANCE

Environmental
environment
Stable legal

friendliness
of speech
Tolerance

Freedom
freedom
Political
VALUE SYSTEM
S
e
t Lik
Mos ive In
for MValue #2 to L
1 1 oney #3 #3 #4 1 1 1 1
n
#4 catio
Edu em
Reso Syst
lodg rt & re
lthca

QUA
10 10
in
optio g #10 Hea em 10 10 10 10
#2 st

A
ns Sy
ISM

LITY
T O
Attra #34 dard
R

ction #30 #4 Staniving
TOU

s fL

F I
F LI
F
o

#7
20 20 ty 20 20 20 20

F
FE
#32
Safe
Food #29 #3
#12

CONSIDERATION #38
Job ortunity
Opp

PREFERENCE #44
30 30 30 30 30 30
FAMILIARITY #37
AWARENESS #33

#1
#55

ADVOCACY #42
ASSOCIATIONS

#18 #8
#22
#6
40 40 HE 40 40 40 40
S
au l

Sk orkf
RI
Be tura

#25 ES
ty

TA

W
ille orc
GE #4 IN
Na

US

d e
& B
ry

Ad chn
CU R
FO
Te
sto

LT
va olo

UR OD
Hi

50 50 50 50 50 50
nc gy

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ed
ltu &

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re
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THE 2011-2012

#9 FRANCE
PARIS

HIGHLIGHTS

549,190 1.38 % “France has history, culture, gastronomy,
POPULATION FDI 2009 (MILLION USD) fashion, wine, landscapes—and timeless
65,312,249 1,037,942 romance.”
GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.)

2,562,742 1,149,000 jobs (4.5 % of total empl.)

39,238 0.884

HDM PERFORMANCE

Environmental
environment
Stable legal

friendliness
of speech
Tolerance

Freedom
freedom
Political
VALUE SYSTEM
S
e
t Lik
Mos ive In
1 1
for MValue to L
1 1 1 1
oney n
catio
Edu em
Reso #15 Syst
#16 #18 re
lodg rt & lthca

QUA
10 10
in
optio g #24 #19 Hea em 10 10 10 10
st

A
ns Sy
RISM

#13

LITY
#17

T O
Attra #62 #18 dard
ction Staniving
TOU

s fL

F I
F LI
F
#18 o
#3

20 20 #16 ty 20 20 20 20

F
FE
Safe
#22
Food
#2 #19
Job ortunity

CONSIDERATION #2
30 30 #17 Opp 30 30 30 30

PREFERENCE #3
FAMILIARITY #1
AWARENESS #1

#17

ADVOCACY #11
#35
ASSOCIATIONS

#18
#16
40 40 HE 40 40 40 40
S
au l

#4

Sk orkf
RI
Be tura

ES
ty

TA

W
ille orc
GE #10 IN
Na

US

d e
& B
CU #2
y

Ad chn
R
r

FO
Te
sto

LT
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50 50 50 50 50 50
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THE 2011-2012

#10 ITALY
HIGHLIGHTS

301,340 1.29 % “Italy doesn’t need to promote— ROME
POPULATION FDI 2009 (MILLION USD) it just delivers!”
61,016,804 393,996
GDP (MILLION CURRENT USD) TOURISM EMPLOYMENT (2011 EST.)

2,055,114 853,000 jobs (3.7 % of total emp.)

33,681 0.874

HDM PERFORMANCE

Environmental
environment
Stable legal

friendliness
of speech
Tolerance

Freedom
freedom
Political
VALUE SYSTEM
S
e
t Lik
Mos ive In
1 1
for MValue to L
1 1 1 1
oney n
catio
Edu em
Reso Syst
lodg rt & re
lthca

QUA
in #20 Hea em
10 10 optio g #22 #20
st 10 10 10 10

A
ns #23 #26 Sy
RISM

#9

LITY
#15

T O
#28
Attra dard
ction Staniving
TOU

s #22 fL

F
F
F
#2 o
#27

LIFE

IF
20 20 #22 ty 20 20 20 20
Safe
#1 #29
Food #32
Job ortunity

CONSIDERATION #4
#22 Opp
30 30 30 30 30 30
#31 #25

PREFERENCE #4
FAMILIARITY #4
AWARENESS #3

ASSOCIATIONS

ADVOCACY #4
#12 #20

40 40 HE #3 40 40 40 40
S
au l

Sk orkf
RI
Be tura

ES
ty

TA

W
ille orc
GE IN
Na

US

d e
& #5 B
y

Ad chn
CU #1 R
r

FO
Te
sto

LT
va olo

UR OD
Hi

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WORLD EVENTS

THE CBI DIMENSIONS

VALUE SYSTEM
Country brands have to focus on several dimensions to perform

QUA
well in today’s increasingly connected world. The strongest
RISM

LITY
country brands are multifaceted and represent strengths in all

OF L
TOU

the areas that impact life, business and travel. On the other

I
hand, the world’s weakest country brands do not have

FE
HE recognizable profiles in any dimension. The following pages
RI SS
TA
GE I NE provide an in-depth look at five key dimensions that make up a
& BUS
CU
FO
R country brand: Value System, Quality of Life, Good for Business,
LT
UR OD Heritage and Culture and Tourism.
E GO


THE CBI DIMENSIONS
WORLD EVENTS

VALUE SYSTEM
INTRODUCTION

Country brand strength depends on the ability to encourage Legal Environment, Freedom of Speech and Environmental
open dialogue, individual rights and civil liberties through its Friendliness.
political system and social values.
When a country’s Value System is regarded as weak, the
When a country is recognized as a place where people can performance of its brand is affected across all the other
live openly, where the rule of law is upheld, where business is dimensions measured by the CBI.
respected and where institutions are trusted, its brand grows
stronger. All of the values that are essential to modern society In today’s interconnected world, against a backdrop of austerity
are crucial in the development of credible country brands. and financial turmoil, the ability for a nation to encourage open
debate, peaceful dialogue and citizen protest supersedes all
For our CBI ranking, Value System is the foundation for brand- else.
building, and includes Political Freedom, Tolerance, Stable


THE CBI DIMENSIONS

VALUE SYSTEM
TOP 25
VALUE SYSTEM RANKING +/- 2010 OVERALL
RANK
Value System is a dimension at
the root of so many others. It is the
1. SE Sweden 2 #7 foundation for a country brand’s
2. DK Denmark 2 # 15
3. FI Finland 1 #8
essence, and it evolves slowly—just
4. NO Norway 3 # 12 as the long-term cultural, political
5. #1
CA Canada 3 and social factors that comprise it.
6. NZ New Zealand 0 #3
7. CH Switzerland 0 #2
8. NL Netherlands 3 # 23 To this end, the top-performing Value System brands
9. IS Iceland 1 # 19 rank under thirty-three in the overall CBI rankings with
10. AU Australia 1 #5 the exception of Uruguay. Underscoring the foundational
11. AT Austria 1 # 17 importance of this dimension, we also see every single one of
12. DE Germany 2 # 11 our top ten country brands well represented.
13. GB United Kingdom 2 # 13
14. US United States 2 #6 In 2011, we’ve witnessed the power of Brand Scandinavia
15. BE Belgium 2 # 33 reinforced across many dimensions: these nations aren’t
16. JP Japan 1 #4 just immune to the economic crisis plaguing Europe, but
17. FR France 0 #9 they are perfect models of systems that uphold the rule of
18. IE Ireland 2 # 20 law while guaranteeing civil rights and individual liberties to
19. SG Singapore 1 # 16 their citizens. In almost every Value System attribute, either
20. ES Spain 4 # 14 Sweden, Denmark, Finland or Norway occupy the top three
21. BM Bermuda 1 # 21 positions—and between them, these nations have improved
22. IT Italy 5 # 10 their overall standings for yet another year. Undoubtedly,
23. PT Portugal 4 # 30 Sweden dominates Value System, with a perfect score overall
24. UY Uruguay 1 # 50 in the dimension, as well as in every single attribute therein.
25. CR Costa Rica 3 # 24


THE CBI DIMENSIONS

VALUE SYSTEM
TOP 25
Environmentalism and a focus on sustainability play a huge By contrast, China’s strong economic performance and
role in brand strength. This year’s rising stars in the Value role in the global economy comes at a significant price: the
System category share significant improvements in the country’s brand, ranked at sixty-five, remains relatively weak
Environmental Friendliness attribute—most notably, Brazil in the Value System dimension overall, and is especially
and India. Further, those nations that appear in the top twenty- low-performing in the attributes Environmental Friendliness,
five for Value System overall also top-out the Environmental Freedom of Speech, Tolerance and Political Freedom.
Friendliness attribute specifically.
At the other end of the spectrum, declining country brands
India’s staggering thirty-one-place jump in Value System in this dimension include a number of Middle Eastern
follows improved rankings in Political Freedom, Freedom countries—in some cases, as a result of the Arab Spring (see
of Speech, Environmental Friendliness and Stable Legal MENA analysis); in others due to civil war, political instability,
Environment. These jumps are a product of concerted efforts wide-spread corruption and high levels of state control.
domestically as well as the nation’s relative strength compared
to neighboring countries in Asia Pacific, the Middle East and Overall, the weakest country brands for Value System include
North Africa. Pakistan, Zimbabwe, Cambodia, Tunisia and Vietnam.


THE CBI DIMENSIONS

VALUE SYSTEM
ATTRIBUTES
POLITICAL OVERALL
RANK TOLERANCE OVERALL
RANK

FREEDOM

1. SE SWEDEN #7 1. SE SWEDEN #7
2. DK Denmark # 15 2. DK Denmark # 15
3. FI Finland #8 3. NO Norway # 12
4. CA Canada #1 4. FI Finland #8
5. NZ New Zealand #3 5. CA Canada #1
6. NO Norway # 12 6. NZ New Zealand #3
7. CH Switzerland #2 7. NL Netherlands # 23
8. US United States #6 8. IS Iceland # 19
9. NL Netherlands # 23 9. CH Switzerland #2
10. GB United Kingdom # 13 10. AU Australia #5
11. AT Austria # 17 11. BE Belgium # 33
12. AU Australia #5 12. AT Austria # 17
13. IS Iceland # 19 13. ES Spain # 14
14. BE Belgium # 33 14. JP Japan #4
15. DE Germany # 11 15. MU Mauritius # 22


THE CBI DIMENSIONS

VALUE SYSTEM
ATTRIBUTES
STABLE LEGAL OVERALL
RANK FREEDOM OVERALL
RANK

ENVIRONMENT OF SPEECH

2. DK Denmark # 15 2. DK Denmark # 15
3. FI Finland #8 3. CA Canada #1
4. CA Canada #1 4. FI Finland #8
5. CH Switzerland #2 5. NO Norway # 12
6. NO Norway # 12 6. NZ New Zealand #3
7. NZ New Zealand #3 7. NL Netherlands # 23
8. DE Germany # 11 8. US United States #6
9. AT Austria # 17 9. GB United Kingdom # 11
10. JP Japan #4 10. CH Switzerland #2
11. AU Australia #5 11. IS Iceland # 19
12. GB United Kingdom # 13 12. BE Belgium # 33
13. US United States #6 13. AU Australia #5
14. SG Singapore # 16 14. AT Austria # 17
15. NL Netherlands # 23 15. FR France #9


THE CBI DIMENSIONS

VALUE SYSTEM
ATTRIBUTES
ENVIRONMENTAL OVERALL
RANK

FRIENDLINESS

1. SE SWEDEN #7
2. FI Finland #8
3. NO Norway # 12
4. DK Denmark # 15
5. CH Switzerland #2
6. NZ New Zealand #3
7. CA Canada #1
8. IS Iceland # 19
9. DE Germany # 11
10. AT Austria # 17
11. AU Australia #5
12. JP Japan #4
13. SG Singapore # 16
14. NL Netherlands # 23
15. MV Maldives # 18


THE CBIEVENTS
WORLD DIMENSIONS

QUALITY OF LIFE
INTRODUCTION

Quality of Life is perhaps the broadest dimension of the CBI. For example, respect for the rule of law often goes hand-in-
For our purposes, it is measured by the attributes Job hand with a sense of safety.
Opportunity, Most Like to Live In, Standard of Living, Safety,
Healthcare System and Education System. To this end, the CBI rankings underscore that where political
freedom and democracy rule, a higher standard of living is
Generally, Quality of Life represents a country’s ability to offer achieved. The financial crisis of past years and the economic
gainful employment, affordable and comfortable housing, an malaise following have certainly threatened Quality of Life
accessible and competitive education and overall security to in the area of Job Opportunity, but it may be too soon to tell
its citizens. Naturally, this dimension is inherently tied to Value the degree to which this will impact country brands in the
System and balances many issues impacted by freedom. long-term.


THE CBI DIMENSIONS

QUALITY OF LIFE
TOP 25
QUALITY OF LIFE RANKING +/- 2010 OVERALL
RANK
Generally speaking, European nations
tend to dominate in Quality of Life.
1. SE Sweden 2 #7 There is a notable and rapidly-growing
3. NO Norway 1 # 12
rift within this dimension, however, with
4. FI Finland 0 #8 the continent’s sovereign nations and
5. Denmark 1 # 15
6.
DK
#1
economies consistently out-performing
CA Canada 1
7. JP Japan 5 #4 their Eurozone counterparts.
8. AU Australia 1 #5
9. DE Germany 0 # 11
10. AT Austria 3 # 17 Sweden, Switzerland, Norway, Finland and Denmark rank
11. SG Singapore 3 # 16 highest this year, with Sweden topping the list overall and
12. NZ New Zealand 1 #3 placing first in four out of six supporting attributes: Education
13. GB United Kingdom 1 # 13 System, Healthcare System, Standard of Living and Safety.
14. US United States 2 #6 In the remaining two attributes, Job Opportunity and Most Like
15. NL Netherlands 5 # 23 to Live In, Switzerland ranks number one, continuing to punch
16. BE Belgium 2 # 33 above its weight and consistently reinforcing its status as a
17. IS Iceland 0 # 19 global symbol for economic and social stability.
18. FR France 3 #9
19. AE United Arab Emirates 0 # 25 Interestingly, several monarchical societies appear in the
20. ES Spain 1 # 14 top twenty-five for Quality of Life. Typically, this dimension is
21. IT Italy 7 # 10 closely linked to Value System and to the importance a nation
22. IE Ireland 5 # 20 places on the rule of law and civil liberties, not necessarily
23. IL Israel 0 # 28 perceived strengths among the world’s monarchies. However,
24. QA Qatar 4 # 72 the United Arab Emirates, Qatar and Saudi Arabia dodge
25. SA Saudi Arabia 1 # 69 this trend with high scores in Healthcare System, Education


THE CBI DIMENSIONS

QUALITY OF LIFE
TOP 25
System and Job Opportunity. Additionally, many nations with Safety is clearly an important attribute in a country’s brand
emerging economies have made leaps in improving their strength: because of perceptions around terrorism, crime and
perception scores in the specific Quality of Life attributes. health, nations such as Peru, Mexico, Russia, Indonesia, the
Turkey’s significant improvement in every attribute has Philippines, South Africa, Kenya and Jamaica suffer
positioned the country higher in this dimension as well as in from relatively low Quality of Life scores while excelling in
Good for Business. Brazil also achieved a significant increase other dimensions.
in measures related to doing business and Quality of Life,
particularly in Education System, Healthcare System and Most Again, many country brands are feeling the effects of the Arab
Like to Live In. And finally, India has also seen improvements Spring: declining countries in the Quality of Life dimension
in Quality of Life, trickling down from the Value System include Lebanon, Bahrain and Libya; while the weakest
dimension and the nation’s higher ranks in Political Freedom country brands for this dimension are Cambodia, Tunisia,
and Freedom of Speech. Pakistan, Kenya and Zimbabwe.


THE CBI DIMENSIONS

QUALITY OF LIFE
ATTRIBUTES
JOB OPPORTUNITY OVERALL
RANK MOST LIKE OVERALL
RANK

TO LIVE IN

1. CH SWITZERLAND #2 1. CH SWITZERLAND #2
2. AU Australia #5 2. AU Australia #5
3. SE Sweden #7 3. CA Canada #1
4. CA Canada #1 4. NO Norway # 12
5. SG Singapore # 16 5. SE Sweden #7
6. US United States #6 6. NZ New Zealand #3
7. DE Germany # 11 7. US United States #6
8. QA Qatar # 72 8. ES Spain # 14
9. AE United Arab Emirates # 25 9. IT Italy # 10
10. NO Norway # 12 10. FI Finland #8
11. DK Denmark # 15 11. AT Austria # 17
12. FI Finland #8 12. DK Denmark # 15
13. GB United Kingdom # 13 13. FR France #9
14. SA Saudi Arabia # 69 14. GB United Kingdom # 13
15. JP Japan #4 15. JP Japan #4


THE CBI DIMENSIONS

QUALITY OF LIFE
ATTRIBUTES
STANDARD OVERALL
RANK SAFETY OVERALL
RANK

OF LIVING

2. CH Switzerland #2 2. CH Switzerland #2
4. CA Canada #1 4. DK Denmark # 15
5. DK Denmark # 15 5. NO Norway # 12
6. JP Japan #4 6. SG Singapore # 16
7. FI Finland #8 7. CA Canada #1
8. AT Austria # 17 8. NZ New Zealand #3
9. DE Germany # 11 9. JP Japan #4
10. US United States #6 10. AT Austria # 17
11. SG Singapore # 16 11. DE Germany # 11
12. AU Australia #5 12. IS Iceland # 19
13. NZ New Zealand #3 13. AU Australia #5
14. NL Netherlands # 23 14. BE Belgium # 33
15. AE United Arab Emirates # 25 15. NL Netherlands # 23


THE CBI DIMENSIONS

QUALITY OF LIFE
ATTRIBUTES
HEALTHCARE OVERALL
RANK EDUCATION OVERALL
RANK

SYSTEM SYSTEM

3. CH Switzerland #2 3. DK Denmark # 15
4. FI Finland #8 4. NO Norway # 12
5. DK Denmark # 15 5. CH Switzerland #2
6. DE Germany # 11 6. DE Germany # 11
8. CA Canada #1 8. CA Canada #1
9. AT Austria # 17 9. AT Austria # 17
10. AU Australia #5 10. GB United Kingdom # 13
11. SG Singapore # 16 11. SG Singapore # 16
12. NZ New Zealand #3 12. AU Australia #5
13. GB United Kingdom # 13 13. NL Netherlands # 23
14. NL Netherlands # 23 14. US United States #6
15. IS Iceland # 19 15. IL Israel # 28


THE CBIEVENTS
WORLD DIMENSIONS

GOOD FOR BUSINESS
INTRODUCTION

Contrary to conventional wisdom, Good for Business is not heavier scrutiny than years past. The very stability of global
simply an indicator of a country’s commercial strength. currencies, banks and commercial enterprises has created
Rather, the dimension includes the attributes Regulatory doubt in some country brands—translated in this year’s
Environment, Skilled Workforce, Advanced Technology and rankings.
Investment Climate—all factors that lead to a more holistically
robust and attractive business environment. As with Quality of Life, Good for Business is a dimension
deeply tied to Value System: where the rule of law is upheld,
Today, economic prosperity has been challenged in many confidence in financial markets increases and brands perform
markets, and financial institutions and governments are under at their best.


THE CBI DIMENSIONS

GOOD FOR BUSINESS
TOP 25
GOOD FOR BUSINESS RANKING +/- 2010 OVERALL
RANK
This year’s top-ranking countries in
the Good for Business dimension
1. CR Switzerland 0 #2 are not necessarily nations with the
2. CR Sweden 4 #7
3. CR Germany 1 # 11
strongest economies.
4. CR Japan 1 #4
5. CR Finland 0 #8 For example, Switzerland is thirty-eighth in the world in gross
6. DK Denmark 1 # 15 domestic product alone, but still manages to rank first in
7. US United States 4 #6 our CBI thanks to high scores in Regulatory Environment
8. SG Singapore 1 # 16 and Investment Climate. As with Switzerland, Sweden and
9. NO Norway 5 # 12 Germany are competitive in the dimension largely because
10. CA Canada 2 #1 of their regulatory practices—making these three nations
11. AU Australia 1 #5 relatively safe havens in the midst of the European debt crisis.
12. AT Austria 4 # 17
13. GB United Kingdom 0 # 13 Japan continues to excel in this dimension, especially in
14. NL Netherlands 4 # 23 Advanced Technology, an attribute the country has led since
15. IL Israel 1 # 28 the CBI’s founding. Known for its tech industry exports,
16. FR France 2 #9 developments and achievements, the nation has stayed
17. BE Belgium 0 # 33 competitive in Good for Business despite the economic and
18. NZ New Zealand 3 #3 social unrest caused by 2011’s devastating tsunami.
19. IS Iceland 1 # 19
20. AE United Arab Emirates 1 # 25 The United States—once perceived as a vital hub for business,
21. KR South Korea 0 # 42 industry and innovation—fell behind in 2010, but is showing
22. IE Ireland 2 # 20 moderate improvement this year. The country brand moved
23. IT Italy 7 # 10 up four places in the dimension overall, and is ranked in the
24. IN India 10 # 29 top ten for three attributes, with notable growth in the fourth
25. ES Spain 2 # 14 attribute: Skilled Workforce.


THE CBI DIMENSIONS

GOOD FOR BUSINESS
TOP 25
The severe economic crisis facing Greece has taken its and India, which moved ten places and showed particular
inevitable toll, with country brand perceptions falling improvement in Regulatory Environment and Investment
significantly in that nation for 2011. Greece has declined Climate.
twenty places overall within Good for Business, with double-
digit drops in each of the four attributes. In 2010, a number of Middle Eastern countries were featured
in the top twenty-six for this dimension, including the United
Iceland has also had to cope with a recent economic Arab Emirates, Qatar, Bahrain and Saudi Arabia. This year,
downturn. The nation was hit especially hard by the global only the UAE remains strong, with an overall ranking of 20 in
financial crisis. But since the collapse of Iceland’s financial the dimension.
sector, government economic priorities have included
stabilizing the Krona, reducing the budget deficit, containing Among those nations that saw a decline in their scores in
and managing inflation, restructuring the financial sector, and Good for Business is Bahrain, which fell from twenty-three
diversifying the economy. The result is evident in the rankings: to fifty—perhaps due in part to the Bahraini government’s
Iceland is up one place overall in Good for Business, holding response to the Arab Spring demonstrations and shifting
strong at the nineteenth spot. Additionally, the country’s perceptions around the region as a result. Other declining
Investment Climate score has jumped twenty spots, signaling countries in this dimension include Iran and Lebanon, while
a more attractive business climate. the weakest country brands for Good for Business are Kenya,
Cambodia, Tunisia, Bolivia and Zimbabwe.
This year, several emerging economies shine in the Good
for Business dimension overall, specifically Turkey, which
improved thirty-four places, Brazil, with a thirteen-place jump,


THE CBI DIMENSIONS

GOOD FOR BUSINESS
ATTRIBUTES
REGULATORY OVERALL
RANK SKILLED OVERALL
RANK

ENVIRONMENT WORKFORCE

1. SE SWEDEN #7 1. FI FINLAND #8
2. CH Switzerland #2 2. SE Sweden #7
3. DK Denmark # 15 3. CH Switzerland #2
4. FI Finland #8 4. DE Germany # 11
5. NO Norway # 12 5. JP Japan #4
6. DE Germany # 11 6. DK Denmark # 15
7. CA Canada #1 7. NO Norway # 12
8. AT Austria # 17 8. SG Singapore # 16
9. US United States #6 9. CA Canada #1
10. JP Japan #4 10. AT Austria # 17
11. SG Singapore # 16 11. US United States #6
12. AU Australia #5 12. GB United Kingdom # 13
13. NZ New Zealand #3 13. NL Netherlands # 23
14. GB United Kingdom # 13 14. IL Israel # 28
15. NL Netherlands # 23 15. AU Australia #5


THE CBI DIMENSIONS

GOOD FOR BUSINESS
ATTRIBUTES
ADVANCED OVERALL
RANK INVESTMENT OVERALL
RANK

TECHNOLOGY CLIMATE

1. JP JAPAN #4 1. CH SWITZERLAND #2
2. US United States #6 2. SG Singapore # 16
3. DE Germany # 11 3. SE Sweden #7
4. SE Sweden #7 4. AU Australia #5
5. CH Switzerland #2 5. DE Germany # 11
6. FI Finland #8 6. US United States #6
7. SG Singapore # 16 7. NO Norway # 12
8. DK Denmark # 15 8. FI Finland #8
9. IL Israel # 28 9. DK Denmark # 15
10. GB United Kingdom # 13 10. JP Japan #4
11. AE United Arab Emirates # 25 11. CA Canada #1
12. CA Canada #1 12. IN India # 29
13. NO Norway # 12 13. BR Brazil # 31
14. AT Austria # 17 14. GB United Kingdom # 13
15. NL Netherlands # 23 15. AT Austria # 17


THE CBIEVENTS
WORLD DIMENSIONS

HERITAGE AND CULTURE
INTRODUCTION

Heritage and Culture is a supporting dimension in a country’s Heritage and Culture also reflects a nation’s commitment to
brand and reflects the ability of a nation to communicate its responsible infrastructural projects that support travel and
cultural assets fully and positively—from history and language tourism, in the process fueling the arts, literature and sports.
to art and cultural attractions. For the CBI ranking, Heritage
and Culture includes the attributes History, Art and Culture, The promotion of a country’s heritage and culture often falls
Natural Beauty and Authenticity. to both public and private enterprises, thus including the
influence of iconic national brands that operate across borders.
Just as every dimension of the CBI is interconnected, a nation There’s no doubt that a strong tourism authority, transportation
that celebrates its history through monuments, attractions, infrastructure and vibrant hospitality and service industries play
museums and continuous support of the arts often ranks high a vital role in this dimension.
in Quality of Life as well.


THE CBI DIMENSIONS

HERITAGE AND CULTURE While European nations typically
dominate in the Heritage and Culture

TOP 25 dimension, there are some notable
additions to the top twenty-five this
year, representing destinations with
impressive historical sites, vibrant
HERITAGE AND CULTURE RANKING +/- 2010 OVERALL
RANK cultural initiatives, and iconic natural
wonders.
1. IT Italy 0 # 10
2. FR France 2 #9
3. IL Israel 1 # 28 This year’s list is a remarkably diverse cross-section of the
4. PE Peru 1 # 44 world’s cultures and societies—from Italy to Israel, Japan to
5. GR Greece 0 # 27 Jordan, Egypt to India.
6. JP Japan 0 #4
7. ES Spain 4 # 14 Within this dimension, there are a number of rising stars drawn
8. EG Egypt 0 # 57 from Eastern Europe, including Slovakia, Ukraine, Russia and
9. AT Austria 3 # 17 Estonia. This shifting focus in Europe from west to east is a
10. IN India 7 # 29 result of an increased number of Russian travelers exploring
11. CH Switzerland 1 #2 within the region, as well as more business opportunities with
12. GB United Kingdom 5 # 13 the Baltic states, Poland, Hungary and Romania.
13. SE Sweden 7 #7
14. IE Ireland 2 # 20 Bahrain, Paraguay, Qatar, Pakistan and El Salvador rank lowest
15. NZ New Zealand 0 #3 in the dimension. It’s important to note that every one of these
16. NO Norway 2 # 12 nations—with the exception of Qatar—is home to a registered
17. NP Nepal 8 # 61 UNESCO World Heritage site: one of many clear indications that
18. DE Germany 6 # 11 the CBI only measures perception and is not a judgment on the
19. IS Iceland 10 # 19 merit of a particular country’s rich cultural assets.
20. JO Jordan 5 # 71
21. CZ Czech Republic 3 # 38 With these countries—and indeed for every country—the
22. RU Russia 18 # 82 challenge is in turning actual strengths into perceived strengths
23. CU Cuba 11 # 56 through clear communications. As a result, Heritage and
24. FI Finland 3 #8 Culture is the most dynamic dimension of the CBI, where every
25. CA Canada 4 #1 country has an opportunity to excel.


THE CBI DIMENSIONS

ATTRIBUTES
HISTORY OVERALL
RANK ART AND CULTURE OVERALL
RANK

1. EG EGYPT # 57 1. IT ITALY # 10
2. IL Israel # 28 2. FR France #9
3. IT Italy # 10 3. ES Spain # 14
4. FR France #9 4. GR Greece # 27
5. PE Peru # 44 5. GB United Kingdom # 13
6. GR Greece # 27 6. IL Israel # 28
7. GB United Kingdom # 13 7. EG Egypt # 57
8. ES Spain # 14 8. AT Austria # 17
9. IN India # 29 9. JP Japan #4
10. CZ Czech Republic # 38 10. IN India # 29
11. JO Jordan # 71 11. PE Peru # 44
12. AT Austria # 17 12. SE Sweden #7
13. RU Russia # 82 13. RU Russia # 82
14. TR Turkey # 48 14. CZ Czech Republic # 38
15. JP Japan #4 15. DK Denmark # 15


THE CBI DIMENSIONS

ATTRIBUTES
NATURAL BEAUTY OVERALL
RANK AUTHENTICITY OVERALL
RANK

1. NZ NEW ZEALAND #3 1. CR ISRAEL # 28
2. NO Norway # 12 2. JP Japan #4
3. CH Switzerland #2 3. TZ Tanzania # 68
4. MV Maldives # 18 4. NZ New Zealand #3
5. CR Costa Rica # 24 5. IT Italy # 10
6. IS Iceland # 19 6. IS Iceland # 19
7. MU Mauritius # 22 7. CH Switzerland #2
8. ZA South Africa # 35 8. MV Maldives # 18
9. HR Croatia # 40 9. PE Peru # 44
10. SE Sweden #7 10. FR France #9
11. TZ Tanzania # 68 11. IN India # 29
12. IT Italy # 10 12. EG Egypt # 57
13. NA Namibia # 37 13. SE Sweden #7
14. AT Austria # 17 14. ES Spain # 14
15. CA Canada #1 15. AU Australia #5


THE CBIEVENTS
WORLD DIMENSIONS

TOURISM
INTRODUCTION

Tourism is a dimension closely linked to Heritage and Culture, Additionally, when a destination appears in the news for any
but unique in its considerations of economics, the media and reason, it has the opportunity to communicate its values,
entertainment. For the purposes of the CBI, Tourism includes unique attributes and personality. Arguably, even negative
Resort and Lodging Options, Food, Attractions, Value for coverage—such as that following a natural disaster—can create
Money, Beaches, Nightlife and Shopping. empathy and awareness for a country brand. Not surprisingly,
films, television shows, documentaries, books and magazines
The economics of tourism connects a country’s ability to can fuel tourism, as well as national and international PR and
provide accessible, affordable options for holiday-makers and advertising campaigns.
business visitors alike. A nation’s currency, exchange rate and
infrastructure as it relates to the economy are important points The strongest country brands understand that the elements of
of influence. The media’s coverage of a nation’s economic Tourism combined with the infrastructural considerations
and political standing can also play a major role in tourism. of Heritage and Culture represent significant economic stimuli.


THE CBI DIMENSIONS

TOURISM
TOP 25
TOURISM RANKING OVERALL
RANK
Japan is the hero in Tourism this year.
Despite the devastation of natural
1. JP Japan #4 disasters, nuclear emergency, and
2. IT Italy # 10
3. ES Spain # 14
economic upheaval, the country has
4. US United States #6 managed to move to first place in this
5. FR France #9
dimension.
6. CH Switzerland #2
7. TH Thailand # 26
8. AU Australia #5 Japan’s rankings in Attractions, Value for Money, Resort and
9. NZ New Zealand #3 Lodging and Food are strong and getting stronger, indicating
10. MV Maldives # 18 that a country’s brand can be a lasting vehicle for goodwill in
11. MU Mauritius # 22 the face of crisis, encouraging forgiveness in difficult times and
12. DE Germany # 11 boosting the value of exports.
13. CA Canada #1
14. BR Brazil # 31 This dimension is intrinsically linked to Heritage and Culture:
15. SE Sweden #7 twelve out of the top fifteen brands for Attractions also rank
16. IN India # 29 highly in that dimension, indicating that cultural assets are an
17. AT Austria # 17 important driver of tourism. The notable exceptions to this rule
18. SG Singapore # 16 are the United States, Australia and South Africa—nations that
19. AR Argentina # 32 draw tourists for a diversity of other reasons related more to
20. TR Turkey # 48 their modern infrastructure.
21. MY Malaysia # 43
22. CL Chile # 34 Within the Value for Money attribute, we see consistently high
23. MX Mexico # 47 performance among Asian and Latin American destinations,
24. FI Finland #8 but the United States is also a competitive leader—a perception
25. AE United Arab Emirates # 25 easily attributable to the depreciation of the dollar.


THE CBI DIMENSIONS

TOURISM
TOP 25
Remarkably, countries with currencies independent from the absolute privacy and exclusivity—a practice that has served
Euro like Switzerland, Denmark, Norway and Iceland have the country’s brand well.
also climbed up the rankings for this attribute. Known as
«safe havens» in the financial services world, this climb is a In Shopping and Nightlife, the United States, France and the
reflection of these countries’ risk adverse economic policies United Kingdom continue to occupy top spots, with cities like
and minimal threat of disaster— financial or otherwise. Paris, London, New York, Miami and Los Angeles attracting
tourists even in the face of economic downturn.
Regardless of the economic turmoil felt all over the world, it
would appear that luxury is alive and well, with Maldives and In 2011, the weakest country brands for Tourism include
Mauritius occupying the top two spots for Resort and Lodging Pakistan, Libya, Paraguay, Ghana and El Salvador.
Options. Maldives’ «one island, one resort» policy ensures


THE CBI DIMENSIONS

TOURISM
ATTRIBUTES
RESORT AND OVERALL
RANK FOOD OVERALL
RANK

LODGING OPTIONS

1. MV MALDIVES # 18 1. IT ITALY # 10
2. MU Mauritius # 22 2. FR France #9
4. CH Switzerland #2 4. ES Spain # 14
5. US United States #6 5. SG Singapore # 16
6. AE United Arab Emirates # 25 6. TH Thailand # 26
7. ES Spain # 14 7. IN India # 29
8. BM Bermuda # 21 8. BR Brazil # 31
9. LC St. Lucia # 39 9. MY Malaysia # 43
10. TH Thailand # 26 10. CH Switzerland #2
11. SE Sweden #7 11. DE Germany # 11
12. NZ New Zealand #3 12. VN Vietnam # 59
13. FJ Fiji # 45 13. GR Greece # 27
14. CA Canada #1 14. AU Australia #5
15. IT Italy # 10 15. US United States #6


THE CBI DIMENSIONS

TOURISM
ATTRIBUTES
ATTRACTIONS OVERALL
RANK VALUE FOR MONEY OVERALL
RANK

1. JP JAPAN #4 1. TH THAILAND # 26
2. IT Italy # 10 2. US United States #6
3. FR France #9 3. MY Malaysia # 43
4. US United States #6 4. AR Argentina # 32
5. IL Israel # 28 5. IN India # 29
6. GB United Kingdom # 13 6. LA Laos # 80
7. NZ New Zealand #3 7. ID Indonesia # 76
8. EG Egypt # 57 8. KH Cambodia # 83
9. ES Spain # 14 9. VN Vietnam # 59
10. CH Switzerland #2 10. TR Turkey # 48
11. AU Australia #5 11. AU Australia #5
12. PE Peru # 44 12. NZ New Zealand #3
13. IN India # 29 13. ES Spain # 14
14. AT Austria # 17 14. BZ Belize # 49
15. ZA South Africa # 35 15. PY Paraguay # 106


THE CBI DIMENSIONS

TOURISM
ATTRIBUTES
BEACHES OVERALL
RANK NIGHTLIFE OVERALL
RANK

1. AU AUSTRALIA #5 1. US UNITED STATES #6
2. BR Brazil # 31 2. GB United Kingdom # 13
3. US United States #6 3. BR Brazil # 31
4. MV Maldives # 18 4. ES Spain # 14
5. BS Bahamas # 41 5. FR France #9
6. TH Thailand # 26 6. IT Italy # 10
7. GR Greece # 27 7. AU Australia #5
8. ES Spain # 14 8. TH Thailand # 26
9. IT Italy # 10 9. AR Argentina # 32
10. FJ Fiji # 45 10. DE Germany # 11
11. MU Mauritius # 22 11. JP Japan #4
12. FR France #9 12. NL Netherlands # 23
13. ZA South Africa # 35 13. SG Singapore # 16
14. MX Mexico # 47 14. GR Greece # 27
15. BB Barbados # 36 15. CN China # 65


THE CBI DIMENSIONS

TOURISM
ATTRIBUTES
SHOPPING OVERALL
RANK

1. US UNITED STATES #6
2. FR France #9
3. IT Italy # 10
4. GB United Kingdom # 13
5. JP Japan #4
6. CN China # 65
7. SG Singapore # 16
8. AE United Arab Emirates # 25
9. TH Thailand # 26
10. DE Germany # 11
11. IN India # 29
12. AR Argentina # 32
13. AU Australia #5
14. ES Spain # 14
15. CA Canada #1


THE CBI DIMENSIONS

TOURISM
EMERGING TRENDS BY THE EXPERTS
Access As travel and tourism The growing middle class There is growth at both ends hotels. Boutique travel and
become more accessible to has created 700 million new of the price spectrum. hotels are booming.
for all all, tourists seek real value travelers from Asia and Latin The increase in number of
and added benefits: cheaper America. Likewise, travel budget travelers has resulted The sophisticated traveler
deals, bigger rooms, low-cost is becoming increasingly in a boom in related short- seeks slow travel: cruising
airlines and free amenities common amongst Eastern haul, low-cost travel. has never been more popular
such as Wi-Fi. Europeans. In parallel, there is huge and luxury trains are coming
growth in luxury and premium back into fashion.

Fly me to... Plane travel, particularly perception between long- and There is increasing demand seem to emphasize modernity
short-haul, is perceived to short-haul flights. for more low-cost airlines and but retain warmth, with a
the service be deteriorating in terms lower budget hotels. trend toward small boutiques
of service, with the train Standards of in-flight service priced slightly below
becoming an increasingly are under scrutiny, particularly Economy class air travel has international chain five-stars.
attractive and practical for long distance flights, e.g. become more comfortable
option, particularly in Europe. poor quality food, availability as airlines update their
There is a clear difference in and range of entertainment. fleets. New hotel properties

The real Travelers are looking for new The trend towards thematic Similarly, tourists want The Middle East is viewed
destinations, culture and food, and experiential travel unique, personal experiences as undervalued and under-
thing with authenticity now a key continues. to feel that they have been promoted, yet with significant
decision factor. Several new Travelers seek to become «off the beaten track,» potential given its combination
regions are benefiting, such immersed in a country, continually scrutinizing of history, art, religion and
as South America, Eastern and to gain local knowledge those destinations that culture.
Europe and the Middle East. and understanding. ultimately prove to offer only
«fauxthentic» experiences.


THE CBI DIMENSIONS

TOURISM
The echoes Concern is growing and for their carbon footprint Travelers are increasingly Sustainability is becoming
increasingly widespread and expect to see tourism aware of the environmental tablestake rather than simply
of eco over the issue of responsible taxes contributing towards impact of their own travel a nice to do.
environmental management environmental causes. plans. They are willing to pay
and sustainability. more for “green” options and
Travelers will increasingly demand information in order
hold countries accountable to evaluate and choose ethical
operators.

Far east fast The huge growth in number Asian tourism has The emergence of the independently rather than in
of Chinese tourists is visible significantly increased in Foreign Independent Traveler organized groups.
across the globe with the SE Asia, with the majority of (FIT) from Asian countries;
same true for other emergent visitors coming from China with increased education,
nations such as Brazil. and South Korea. wealth and sophistication,
In parallel, the number of We see an increasing people now feel increasingly
North American tourists has influence of China on inbound confident to travel
decreased. and outbound travel.

Short, regular A growing global reality: unrelated to socioeconomic travel amongst middle-aged as tripadvisor.com and
young people think about status. generations is more static. TravelPost.
stays traveling more than ever
before. Many view their work There is growth in travel Uncertainty and dynamic This growing tendency
as sporadic and merely a amongst both Baby lifestyles result in shorter towards short vacations is
means to undertake a new Boomers and Generation trips, often for weekends mirrored in the trend towards
journey. Increasing travel Y (domestically and rather than weeks. Increasing independently organized
amongst this group is internationally). Meanwhile, reliance on search and travel
recommendation tools such


THE CBI DIMENSIONS

TOURISM
Do it yourself Internet is now the norm, With the high availability of There is a need for tailor- more economical forms
not the exception for booking last minute accommodation made tour packages that of travel such as budget
airlines, hotels and all types and rising self-confidence of appeal to all kinds of travelers, airlines and mid-range hotels
of travel needs, including travelers, self catering, self available via the internet. in destinations closer to
on the ground transport and ticketing and self servicing home. As the financial crisis
restaurant reservations. are becoming increasingly Even if the economy is not hits harder, boutique and
common. at its best, consumers seem personalization applies as
to find a way to adjust, with much to four-star hotels.

Me and People are hungry for Geo-tagging is a new way Peer recommendation has Real-time use of social
opportunities to share, of sharing both experiences increasingly become more media facilitates reporting of
my friends publishing through Facebook and information. A good or relevant to people than expert extremely precise information.
and Twitter, rather than simply bad note on Foursquare advice. Integrating this information is
traveling for the experience or Facebook can radically left to the individual traveler,
itself. and instantly modify the Travel agencies will need to researching and reviewing
perception of a restaurant or find new and genuine ways of content in a customized way.
a hotel. providing travel advice.


BEYOND NATIONAL
BOUNDARIES
Individual governments and societies can influence the
course of a country brand’s development—a fact that is
demonstrated by those countries which follow more varied
patterns across the five dimensions we measure.
Country branding is a deliberate and managed process that
reflects a high degree of planning, strategy and effort—and
we see this in the sheer diversity of our rankings.

Another factor that weighs heavily on a country’s brand
strength is that of economic partnership and regional
allegiance. Considering how closely connected we all are,
limiting our scope to that of national boundaries may no
longer serve as a relevant factor in determining a country
brand’s potential. The development of alliances between
countries is further evidence that they may have more
to gain through forging relationships that lie well beyond
traditional geographies.


BEYOND NATIONAL BOUNDARIES

LATIN AMERICA
A REGION ON THE RISE
Latin America has developed a has traditionally been seen as much more difficult due to
perceived weaknesses around safety, economic stability and
growing sense of regional identity in social stratification. But two decades of relative political calm
the last decade, favoring consolidation have allowed most of the region’s countries to positively and
effectively address these negative attributes.
at a time when more established
regional entities like the European Regarding the CBI ranking, there is a first tier of countries
Union start to question its value. leading the region—composed either of nations with a very
specific positioning, such as Costa Rica, or larger countries
such as Brazil, Argentina, Chile, Peru and Mexico. The stars of
Although the individual countries exhibit huge differences Latin America are demonstrating relatively strong performance
in terms of history, economy, society and politics, there is a across all five dimensions, with Chile representing the strong
strong will to build towards a shared future. growth over two years, and Brazil rising significantly as well.

Without the need for a common currency, the commercial A second tier of countries are those that perform relatively well
interchange inside the region is growing quickly, with Brazil in specific metrics, e.g. Uruguay (Value System and Quality of
as the clear leader. The common belief is that it’s easier to Life) and Panama (Good for Business and Shopping).
protect a labor force if production of goods is regional rather
than global. This is partially true in Latin America, where In a third tier we encounter two kinds of countries—those that
rejecting some of the entanglements associated with global polarize perceptions, like Venezuela for its political situation
free trade has helped the region withstand the damage of or Colombia for security issues. Additionally, there are several
global economic crisis. smaller countries in Central and South America that have yet
to create the awareness required to sustain a strong position.
In terms of country branding, the majority of the countries
in this region have been traditionally considered good
places to visit. However, planning to live in Latin America



LATIN AMERICA
RANKINGS
RANKING MOV. RANK.
2010 GRAL.

1. CR Costa Rica 3 # 24
2. BR Brazil 10 # 31
3. AR Argentina 1 # 32
4. CL Chile 6 # 34
5. PE Peru 3 # 44
6. MX Mexico 1 # 47
7. UY Uruguay 3 # 50
8. DO Dominican Republic 17 # 55
9. CU Cuba 6 # 56
10. PA Panama 0 # 67
11. EC Ecuador 1 # 75
12. GT Guatemala 5 # 81
13. VE Venezuela 7 # 84
14. CO Colombia 4 # 89
15. HN Honduras N/A # 90
16. BO Bolivia N/A # 96
17. NI Nicaragua 2 # 100
18. PY Paraguay N/A # 106
19. SV El Salvador 4 # 109



BRICS: A FAMILY OF DIVERGENT
COUNTRY BRANDS
BRICS is an international categorization Strong growth and high interest rates have made Brazil
attractive to foreign investors, while capital inflows over the
comprised of Brazil, Russia, India, past year have contributed to a rapid appreciation of the Real.
China and South Africa. Together,
Unlike China, Brazil has also managed to improve perceptions
these nations represent roughly one- in other dimensions of brand strength, particularly Tourism,
third of the world’s population and are which increased thirty places this year. In fact, Brazil improved
categorized by their ability to influence in every single HDM measure for 2011.

global affairs and economics. China, on the other hand, continues to decline in perception
despite its important role in the global economy. Overall,
But while these emerging economies share much in common, the country ranks sixty-five—down nine places since last
they differ greatly in brand strength: an indicator that true year due in part to declining scores in Investment Climate,
prosperity is a multifaceted ideal. Skilled Workforce, Regulatory Environment and Advanced
Technology.
In 2010, we speculated that the nations comprising this group
had a long journey ahead of them improving perceptions of Simply put, China Inc. has arrived. As the second largest
a less-than-favorable business climate. Over the past year, economy today—and one likely to displace the United States
however, every BRICS nation with the exception of China has in a short decade—the world’s most populous nation is now
improved in overall rank for the Good for Business dimension, among the richest. The numbers behind its rise are startling:
particularly Brazil. with tenfold GDP growth since 1978, China is the world’s
largest exporter, represents the largest automobile market and
India leads the BRICS in overall country brand perception, has four of the world’s top ten companies. It has a labor force
but Brazil is the rising star in the pack. Following successful of over 800 million people and a literacy rate of 91.6%—as
bids to host the 2014 FIFA World Cup and 2016 Olympic well as more imports in iron ore, copper and crude oil than
Games, the country’s overall CBI ranking has jumped ten any other sovereign power.
places, making it a rising star in the index overall.



BRICS: A FAMILY OF DIVERGENT
COUNTRY BRANDS
From a brand standpoint, however, China is yet to match Brand China suffers most when it comes to Value System,
the strength of its economy. While the country shows steady ranked ninety-nine overall for the dimension and not ranking
improvements in key measures such as Awareness— below ninety-nine in Political Freedom, Environmental
particularly in light of the 2008 Beijing Olympics—it is Friendliness, Tolerance or Freedom of Speech. It is apparent
declining in most other brand measures. Advocacy seems that perceptions around China are particularly affected by
to present challenges, with a steady drop in the ranking over criticisms of its human rights record and uncomfortably high
consecutive years indicating that the experience of visiting ranking on the Human Rights Risk Atlas, which puts it in the
may not meet the high expectations of business and leisure company of Somalia and Afghanistan when it comes to civil,
travelers. political and labor rights and Iran and Myanmar on Freedom
of Speech.



BRICS
RANKINGS
RANKING MOV. RANK.
2010 GRAL.

1. IN India 6 # 29
2. BR Brazil 10 # 31
3. ZA South Africa 4 # 35
4. CN China 9 # 65
5. RU Russia 1 # 82



MENA: THE EFFECTS
OF THE ARAB SPRING
The Middle East and North Africa repression and censorship in the process. This underscored
the importance of freedom of speech and the unhindered flow
(MENA) is a region of largely of information in all nations.
underdeveloped country brands, even
Naturally, the result has meant sea change—for the region
though it holds a number of iconic and for the world.
destinations, historic landmarks and
cultural icons. Collectively, MENA brands have suffered declining perceptions
in Value System and Quality of Life this year. Considering that
the Arab Spring protests were largely fueled by difficult living
At first glance, this year’s rankings hold little in the way of conditions, massive unemployment, restricted civil liberties
surprise: the United Arab Emirates and Israel continue to take and widespread political corruption, this comes as no surprise.
top spots, and across the region. Quality of Life and Good for
Business remain the strongest performing dimensions. Within Quality of Life, Safety is an attribute that has fallen for
every MENA country brand except the UAE and Algeria. Libya,
But this was a landmark year in MENA, beginning on Bahrain, Tunisia and Syria have declined the most among that
December 18, 2010 and including revolutions in Tunisia group. Perceptions around Political Freedom and Freedom of
and Egypt; civil war in Libya; uprisings in Bahrain, Syria and Speech in MENA countries also fell—in Bahrain particularly—
Yemen; major protests in Israel, Algeria, Iraq, Jordan, Morocco leading to a forty-three-place drop in the Value System
and Oman; and minor demonstrations in Kuwait, Lebanon, dimension overall for that nation.
Saudi Arabia and Sudan. In short, the Arab Spring is the
single largest wave of citizen-owned protest the region has Libya has also seen a decline overall this year, six places
known. to 110. Under Muammar Qaddafi’s reign, the nation
struggled with perception across attributes. This year’s drop
Importantly, these protests relied on social media to organize is undoubtedly a reflection of the mass uncertainty caused
and communicate, drawing attention to state attempts at by the Arab Spring and the subsequent uprising against his



MENA: THE EFFECTS
OF THE ARAB SPRING
regime, ultimately leading to his death. Today, the government fiftieth place, in large part because of declining perceptions
has been replaced by the emerging National Transitional around Investment Climate, Regulatory Environment and
Council. Skilled Workforce. Syria, Tunisia and Libya all suffered
declines in Good for Business and are now considered very
The Arab Spring’s impact on the Good for Business dimension weak within the dimension.
has also been significant, indicating that when fundamental
components of a country’s brand—like Quality of Life While the impact of the Arab Spring is ongoing, it is inevitable
and Value System—are jeopardized, that nation’s ability to that this massive sociopolitical event will have enormous
contribute to the global economy also declines. bearing on brand perception over the coming years, and
in turn, on economic viability. New democracies present
For example, in 2010, Bahrain was particularly strong in countless opportunities for nations to elevate their standing in
Good for Business and ranked twenty-third for the dimension Value System and Quality of Life, especially.
overall. Over the course of the past year, it moved down to



MENA
RANKINGS
RANKING MOV. RANK.
2010 GRAL.

1. AE United Arab Emirates 3 # 25
2. IL Israel 2 # 28
3. EG Egypt 1 # 57
4. OM Oman 1 # 58
5. MA Morocco 2 # 62
6. LB Lebanon 8 # 63
7. SA Saudi Arabia 0 # 69
8. JO Jordan 4 # 71
9. QA Qatar 2 # 72
10. DZ Algeria 15 # 85
11. SY Syria 5 # 92
12. BH Bahrain 14 # 94
13. TN Tunisia 15 # 98
14. LY Libya 6 # 110



APAC: A JUXTAPOSITION
OF CULTURE AND COMMERCE
Asia Pacific is home to three of the food.
From Angkor Wat in Cambodia and the Taj Mahal in India to
world’s strongest performing brands the bustling cities of Sydney, Singapore, Hong Kong and Tokyo,
and three of its weakest—reflecting APAC has countless cultural assets to its credit.

the significant geographic reach Especially in the dimension Heritage and Culture, this year’s
of the region and sheer diversity of APAC rankings offer few surprises. Yet overall, there are a
its member nations stretching from number of countries in Asia Pacific experiencing decline—
proving that consistent brand management and competitive
Oceania to westernmost Asia. brand management are not the same thing. While consistency
has served many country brands well, in today’s volatile and
Additionally, it is home to several powerhouse economies, both highly transparent media climates, it’s important for brands to
established and emerging—China and Japan being leaders on stay flexible and fresh.
that list.
While Laos and Cambodia represent two of the world’s
New Zealand, Japan and Australia are among the world’s weaker performing brands—ranking eightieth and eighty-
strongest, most differentiated brands, but Singapore, Maldives, third respectively—they are two rising stars in the region. For
Thailand and India also represent a second tier of strong Cambodia, Familiarity and Consideration are up ten places and
country brands within the region. Performing particularly well actual visitation to the country is up eight. Cambodia’s Good
in Tourism and Good for Business, these nations are home for Business, Value System and Quality of Life dimensions all
to great beaches and resorts, as well as favorable investment suffered significant declines—particularly where Education
climates and powerhouse economies. System, Healthcare System, Standard of Living and Political
Freedom are concerned. But it’s clear that respondents weren’t
Tourism and Heritage and Culture remain Asia Pacific’s deterred from traveling to Cambodia, ranking it fifteen places
strongest association dimensions this year. The region offers higher overall for Tourism, and a very impressive fifty-three
a wealth of attractions, and consistently performs well in places higher for Attractions.
attributes related to value, historic sites, cultural venues and



APAC: A JUXTAPOSITION
OF CULTURE AND COMMERCE
The Philippines experienced the biggest decline in the APAC’s three weakest overall performers—Bangladesh at 107,
region overall again this year, dropping twenty-nine places in Iran at 111, and Pakistan at 113—perform weakly across all
2010 and another thirteen this year—perhaps due in part to five dimensions.
continuing unrest in the south. The country still suffers weak
rankings for History, Art and Culture, Authenticity, Safety,
Environmental Friendliness and Stable Legal Environment but
did see positive perceptual gains in its Investment Climate and
Healthcare System.



APAC
RANKINGS
RANKING MOV. RANK.
2010 GRAL.

1. NZ New Zealand 0 #3
2. JP Japan 2 #4
3. AU Australia 3 #5
4. SG Singapore 1 # 16
5. MV Maldives 2 # 18
6. TH Thailand 0 # 26
7. IN India 6 # 29
8. KR South Korea 2 # 42
9. MY Malaysia 1 # 43
10. FJ Fiji 6 # 45
11. VN Vietnam 4 # 59
12. NP Nepal 2 # 61
13. CN China 9 # 65
14. ID Indonesia 4 # 76
15. PH Philippines 13 # 78
16. LA Laos 8 # 80
17. KH Cambodia 7 # 83
18. BD Bangladesh 5 # 107
19. IR Iran 2 # 111
20. PK Pakistan 5 # 113



EUROPE:
A REGION IN TURMOIL
Europe is home to a large number Greece has been at the center of much of this year’s economic
news out of Europe. The nation has fallen five places in
of strong country brands, especially the index this year, to twenty-seven overall. While Awareness,
relative to other regional groupings. Preference and Consideration remain strong, perceptions
around the country’s quality of life and economic climate have
weakened considerably. Investment Climate is down nineteen
Sixteen out of the thirty-three nations that we evaluate in ranks, Regulatory down twenty-three, and Skilled Workforce
Europe rank at thirty or below in the overall index, and half of down eleven—undoubtedly a result of the highly publicized
our top ten reside in this region. Value System is consistently protests surrounding the nations’ economic downturn and mass
the strongest performing dimension, especially among the unemployment. That said, Greece is still considered a strong
Scandinavian countries, as noted elsewhere in the CBI. destination for Tourism and Heritage and Culture, with only
There are a number of declining brands in Europe, however: Value for Money suffering a significant decline within those
including Greece, the United Kingdom, Ireland France and dimensions.
Portugal.
The biggest rising star in the region as well as in the entire CBI
While sovereign debt increases have been most pronounced in is Estonia, with a twenty-three place leap overall and significant
only a few Eurozone countries, they have become a perceived improvement across every dimension. In Good for Business,
problem for the area as a whole. As early as 2010, concern Quality of Life and Value System, the country ranks high—
about rising government debt levels in Europe manifested especially where Education System, Safety and Environmental
themselves in financial markets, and a wave of downgrades Friendliness are concerned. Importantly, Estonia adopted the
created significant downturns economically in 2011. Euro on January 1, 2011, becoming the seventeenth Eurozone
member state. Paired with the highest GDP among the former
Not surprisingly, the majority of European nations (nineteen Soviet republics, this could easily be an indicator of great things
out of thirty) experienced declines in Job Opportunity this to come.
year, especially Spain, Greece, Portugal, Croatia and Cyprus.
In keeping with the region’s troubled perceptions around the
economy, Regulatory Environment has also seen significant
declines for countries across Europe.



EUROPE
RANKING MOV. RANK.
2010 GRAL.

RANKINGS
2. SE Sweden 3 #7
3. FI Finland 0 #8
4. FR France 2 #9
5. IT Italy 2 # 10
6. DE Germany 0 # 11
7. NO Norway 1 # 12
8. GB United Kingdom 4 # 13
9. ES Spain 0 # 14
10. DK Denmark 4 # 15
11. AT Austria 3 # 17
12. IS Iceland 5 # 19
13. IE Ireland 3 # 20
14. NL Netherlands 2 # 23
15. GR Greece 5 # 27
16. PT Portugal 1 # 30
17. BE Belgium 1 # 33
18. CZ Czech Republic 5 # 38
19. HR Croatia 9 # 40
20. CY Cyprus 1 # 46
21. TR Turkey 7 # 48
22. MT Malta 13 # 51
23. SI Slovenia 2 # 52
24. HU Hungary 6 # 60
25. EE Estonia 23 # 66
26. BG Bulgaria 6 # 70
27. AL Albania 12 # 73
28. SK Slovakia 5 # 74
29. PL Poland 3 # 79
30. RU Russia 1 # 82
31. RS Serbia 13 # 97
32. RO Romania 9 # 101
33. UA Ukraine 6 # 105



AFRICA: A STRUGGLE
TO ESTABLISH BRAND STRENGTH
For the past seven years, almost every The next clear tier of competitive African country brands
includes Egypt, Morocco, Namibia, Botswana, Tanzania and
African nation has under-performed Kenya, all performing well in both Tourism and Heritage and
across all measures of the CBI. Culture. Interestingly, Namibia ranks moderately well and
fairly consistently across measures of brand strength, ranking
The vast differences in the continent’s higher than Egypt and coming in at an impressive thirty-seven
geography, peoples, cultures and in the index overall. Egypt remains a strong tourist destination
economies can’t be underestimated— in the region, however, and has risen to the top spot for History
and leads Africa in Attractions.
nor can the lingering effect of historical
and cultural issues that transcend It is important to mention that fifteen out of the twenty-three
African countries evaluated have weak or very weak standings
borders. overall and are ranked at eighty-five or below. This year,
Zimbabwe moved up one spot from its position at the bottom
The devastating impact of disease, malnutrition, AIDS, civil in 2010. Like many of its counterparts in the bottom ten,
unrest and war, alongside a burgeoning population and poor Zimbabwe has suffered from over a decade of political and
capital infrastructure, means that African country brands face economic turmoil, has a poor human rights record and is
a startling disadvantage. known to have some of the most severe restrictions on press
freedom in the world.
Africa’s strengths are tiered, with its highest ranked nations
performing best in the Tourism dimension. Mauritius is the A continuing issue for the world is to help Africa realize
region’s leading country brand and ranked among the top its full potential and for African leadership to undertake a
twenty-five in this year’s index, leveraging its reputation as a concerted effort in communicating their vision and countless
beach destination. Underscoring this association, Mauritius opportunities for growth. From the Arabic and Islamic north
ranks second in the Resort and Lodging Options attribute. to the central and southern continental nations, the challenge
South Africa is second in the region and twenty-ninth overall of educating a growing population and raising the standard of
in Tourism—in large part because of the country’s successful living is directly related to governments’ ability to establish the
efforts to attract and host Africa’s first FIFA World Cup in 2010. rule of law, civil liberties and anti-corruption practices.



AFRICA
RANKINGS
RANKING MOV. RANK.
2010 GRAL.

1. MU Mauritius 1 # 22
2. ZA South Africa 4 # 35
3. NA Namibia 1 # 37
4. BW Botswana 2 # 53
5. EG Egypt 1 # 57
6. MA Morocco 2 # 62
7. TZ Tanzania 5 # 68
8. KE Kenya 9 # 77
9. DZ Algeria 15 # 85
10. SL Sierra Leone 8 # 86
11. CM Cameroon 10 # 87
12. MZ Mozambique 7 # 88
13. GH Ghana 13 # 91
14. SD Sudan 8 # 93
15. ET Ethiopia 1 # 95
16. TN Tunisia 15 # 98
17. UG Uganda 8 # 99
18. RW Rwanda 9 # 102
19. CG Congo 4 # 103
20. SN Senegal 1 # 104
21. NG Nigeria 2 # 108
22. LY Libya 6 # 110
23. ZW Zimbabwe 2 # 112


FULL LIST OF COUNTRIES
1. CA Canada 0 30. PT Portugal 1 59. VN Vietnam 4 88. MZ Mozambique 7
2. CH Switzerland 3 31. BR Brazil 10 60. HU Hungary 6 89. CO Colombia 4
3. NZ New Zealand 0 32. AR Argentina 1 61. NP Nepal 2 90. HN Honduras N/A
4. JP Japan 2 33. BE Belgium 1 62. MA Morocco 2 91. GH Ghana 13
5. AU Australia 3 34. CL Chile 6 63. LB Lebanon 8 92. SY Syria 5
6. US United States 2 35. ZA South Africa 4 64. JM Jamaica 2 93. SD Sudan 8
7. SE Sweden 3 36. BB Barbados 4 65. CN China 9 94. BH Bahrain 14
8. FI Finland 0 37. NA Namibia 1 66. EE Estonia 23 95. ET Ethiopia 1
9. FR France 2 38. CZ Czech Republic 5 67. PA Panama 0 96. BO Bolivia N/A
10. IT Italy 2 39. LC St. Lucia 4 68. TZ Tanzania 5 97. RS Serbia 13
11. DE Germany 0 40. HR Croatia 9 69. SA Saudi Arabia 0 98. TN Tunisia 15
12. NO Norway 1 41. BS Bahamas 4 70. BG Bulgaria 6 99. UG Uganda 8
13. GB United Kingdom 4 42. KR South Korea 2 71. JO Jordan 4 100. NI Nicaragua 2
14. ES Spain 0 43. MY Malaysia 1 72. QA Qatar 2 101. RO Romania 9
15. DK Denmark 4 44. PE Peru 3 73. AL Albania 12 102. RW Rwanda 9
16. SG Singapore 1 45. FJ Fiji 6 74. SK Slovakia 5 103. CG Congo 4
17. AT Austria 3 46. CY Cyprus 1 75. EC Ecuador 1 104. SN Senegal 1
18. MV Maldives 2 47. MX Mexico 1 76. ID Indonesia 4 105. UA Ukraine 6
19. IS Iceland 5 48. TR Turkey 7 77. KE Kenya 9 106. PY Paraguay N/A
20. IE Ireland 3 49. BZ Belize 3 78. PH Philippines 13 107. BD Bangladesh 5
21. BM Bermuda 3 50. UY Uruguay 3 79. PL Poland 3 108. NG Nigeria 2
22. MU Mauritius 1 51. MT Malta 13 80. LA Laos 8 109. SV El Salvador 4
23. NL Netherlands 2 52. SI Slovenia 2 81. GT Guatemala 5 110. LY Libya 6
24. CR Costa Rica 3 53. BW Botswana 2 82. RU Russia 1 111. IR Iran 2
25. AE United Arab Emirates 3 54. TT Trinidad & Tobago 2 83. KH Cambodia 7 112. ZW Zimbabwe 2
26. TH Thailand 0 55. DO Dominican Republic 17 84. VE Venezuela 7 113. PK Pakistan 5
27. GR Greece 5 56. CU Cuba 6 85. DZ Algeria 15
28. IL Israel 2 57. EG Egypt 1 86. SL Sierra Leone 8
29. IN India 6 58. OM Oman 1 87. CM Cameroon 10


LOOKING TO 2012

Country brand strength
has a tangible impact on
peoples’ lives.
Whether a country’s brand creates
economic opportunity through investment
and tourism, or supports a national rally cry
to unite citizens, it is an asset that must be
managed and measured.

The strategic development of country
brands and their marketing has become
big business and will undoubtedly continue
to fuel economic growth in the years to
come. For that reason, governments and


LOOKING TO 2012

private enterprises must discuss and evaluate a country’s Presidential elections in the United States will undoubtedly
brand carefully and continually. In times of economic impact political confidence and create new opportunities for
uncertainty, a country’s brand is an asset that can unite media coverage.
government and business alike to encourage travel, trade
and tourism. The European Football Cup in Poland and Ukraine should
offer a unique chance for both nations to highlight their
respective cultures, histories and tourism appeal.

The nations of the Middle East and North Africa that have
recently changed their governments and harnessed the power
of their citizenry may now have the challenge of transferring
that energy and openness into investment and tourism.

Asia Pacific will continue to grow regionally as infrastructure
of travel and tourism expands to meet increased regional
demand.

A brand that is well managed creates efficiencies in capital Similarly, Latin America will benefit from developments
and resources. When aligned with a strategic vision, it can in infrastructure and inter-regional tourism, signaling growth
help maximize the impact of competitive communications. and popularity.

The CBI is not a predictive tool, but a benchmark for success And finally, in Europe the challenges of the economic
and an indicator of what combination of elements effectively crisis will continue to influence confidence and appeal for
support strong country brands. In 2012, there are clear business and consumers. In parallel, the political infrastructure
opportunities for growth in several nations and regions, and values of the European Community will be tested across
including: a number of nations that may see declining brand strength
The United Kingdom should look to leverage the London scores in the index if they fail to respond to new challenges.
Olympics to help its overall score.


EXPERTS AND OPINION FORMERS
Pauline Abadie, Singapore David Bowser, Camilo Concha, President Marina Ferriani, Ricardo Huancaruna,
airline, Air Hostess, France Senior Consultant of of Smart Media, Colombia Comercial Director at Altomayo, Perú
James Abbott, Strategy & Public Policy Nathalie Dalle, Lufthansa Amarello Magazine, Brasil Sean Hughes, Senior Financial
Strategy Council for Weber at The Nous Group and Sales Coordinator, France Mila Fiorese, International Advisor for GT Group and
Shandwick, Australia Cogitatio, Australia Chen Deng Chao, Senior IT Marketing Manager at BRF Chairman of Grand Hyatt
Soledad Aguado, Alejandro Carbon, Manager, China Mobile, Brasil Foods, Brasil Hotel Group, Australia
Editorial Director, Revista Vice President of Corporate China Peter Flamman, General Matt Jones, Senior Vice
Huéspedes, Argentina Development, Majid Al Alberto Desimone, Strategic Manager Northern Europe President of Strategy &
Felipe Aldunate, Futtain, Dubai, UAE partner of Aerolíneas at Turner Broadcasting Creative at Jack Morton,
América Economía, Chile Gary Caulfield, Creative Argentinas, Argentina System EMEA, UK Australia
Jorge Arias, Konrad Adenauer Director, Ogilvy Jakarta, Alejandro Díaz, Amcham James Frost, Head of Loyalty, Andrew Kefford,
Foundation, Argentina Singapore Executive Director, Argentina Nectar, UK President (Asia Pacific),
Nicholas Ashill, Marketing Clarke L. Caywood, Ph.D., Marina Diniz, Helen Graney, Managing Results International Group,
Professor and Department Professor, Northwestern International DJ, Brasil Director of Jack Morton, Singapore
Head, American University Univ., Evanston IL, US Fraser Dinnis, Managing Australia Brian Kelly, Founder,
of Sharjah, UAE Alexander Chan, Partner, Trevose Capital Pte Waldinei Guimaraes, Market The Points Guy, Miami, US
Ashish Banerjee, Senior Vice President, Ltd, Singapore Intelligence Manager Sheikha Lubna bint Khalid Al
Vice President, Brand Strategy and Business Paulo Roberto Domingues at Netshoes, Brasil Qasimi, Her Excellency,
(Commercial), DU, Dubai, Development, Citi Asia de Faria, Professor at ESPM Estefânia Guimarães, UAE’s Minister of Foreign
UAE Pacific, China University and Entrepreneur Intercultural advisor with Trade, UAE
Jesus Blanco, CEO, Emicom Qinnie Chan, in Real State industry, Brasil focus in Diversity for Global Anna Klingmann, M.Arch,
Media Ltd., Dubai, UAE Runway Model, China Coca Edwards, Adimark, Chile Line company, Brasil Ph.D, Principal, Klingmann
Sylvain Bosc, CORSAIRFLY Jonathan Cheung, Sergio Estrada, VP Citibank Ben Hartman, Head of Architects & Brand
Marketing and Network Manager - Asia Pacific Bogotá, Colombia Personalities and Athletes Consultants, New York, US
Director, France Financial Analysis, RS Jody Evans, Senior Lecturer at Octagon, Australia Maite de La Torre Campo,
Ken Boundy, Principal, Components, China at Melbourne Business Alfredo Hasbún, Director and Tourism
The Insight and Strategy Anthony Choi, Managing School and Board Member Air Canada, Chile Counselor for the Spanish
Group, Singapore Director, Van Klaren, Board of Public Galleries Carly Herrig, Head of Office Tourism in Paris,
Member of Zhejiang HK Association of Victoria, Corporate at Weber France
Association, China Australia Shandwick, Australia Shalini Lalwani, Market
Aureliano Cicala, Alitalia, Italy Ian Ewart, SVP Markting, Dong Hong Gang, famous Kun Research Consultant,
RBS Wealth, UK Qu Opera actor, China Singapore


EXPERTS AND OPINION FORMERS
Carmen Lau, Head of Freddy Neira, Centro Alfredo Pinillos, Patronato David Richelsoph, Georg Toufar, Director
Business HR, Global Internacional de Estudios Huacas de Moche, Perú US Embassy, Cambodia, European Marketing
Services Sales, Nokia, China Turísticos de Chile Armando Politi, Singapore & Sales, Member of the
Federico Leonhardt, Sandra Ng, Director of Country Brand Manager Raúl Rivera, TNX / Author Executive Committee
Entrepreneur in Real State Human Resources, Techint, Colombia of «Nuestra Hora», Chile at Mundipharma
industry, Argentina JW Marriot HK, China Lisa Popplewell, Christopher Ruane, International, UK
Marc Levy, Director at Right Sean Nicholls, Vice President and General Growth Strategist, Flare Jacquelynne Willcox, Senior
Lane Consulting, Australia Managing Director of Manager of Weber Innovation, Singapore Strategic Council for Weber
David T.C. Lie SBS, OM, JP, Octagon, Australia Shandwick, Australia Ian Rumsby, Chairman Shandwick, Australia
Honorary Consul of The Rossitza Ohridska Olson, Creel Price, Accelerate of Weber Shandwick, Drew Williams, Corporate
Hashemite Kingdom of President, Vizantia Global Entrepreneur, Australia Advisor for Aragon Capital
Jordon in HKSAR, Chairman Enterprises inc, Florida, US Philanthropist and Chairman Mara Seminario, and Director of Ausanda
& CEO, Newpower Group, Dr. Dougald Oreilly, of Global Ethics Australia Tourist consultant, Perú Communications, Australia
China School of Archaeology and Tania Purcell, Managing Prasad Shinde, Danielle Young,
David Liu, Managing Director, Anthropology,The Australian Director of Kidpreneur Senior Vice President, Policy and projects
Weber Shandwick China National University, Foundation, Australia Synovate, Singapore manager, RICS, China
Julienne Loh, Vice President Singapore Mike Putman, Richard Shrapnel, Head of Gonzalo Zegarra, SE, Perú
and Country Manager, Kivanc Ozdemir, Founder, Growth Strategy Advisory at Pitchers Li Zhi, Marketing Director,
MasterCard Worldwide, Corporate Marketing & E-commerce Specialist, Partners Australia Luxtrip, China
Singapore & Distribution Manager, Travel Team Consulting, US Alberto Sobredo, Elton Zuccon, Manager
Helen López, The Marmara Collection, Eulalia Queralt, Unilever / Icare, Chile at Sabesp, Brasil
Axia Manager, Colombia New York & Istanbul, US Marketing Executive for Carolina Solanilla,
Ermelinda Mascia, Marco Palacio, the Spanish Office Tourism Red Bull Regional
Alitalia, Italy Former President of the in Paris, France Manager, Colombia
Ignacio Masías, Andean Argentine Chamber Doris Quispe, Wes Sonnenreich, Chief
Experience / Inkaterra, Perú of Tourism, Argentina Hotels Manager, Colombia Science and Technology
Servane Monot, Air France Ornella Pascucci, RobinTour Pablo Ramírez, Officer for Sirius Minerals,
Air Hostess, France Milano, Italy Horwath HTL Chile / DTS Australia
Felipe Muñoz, Fernando Pastor, Kuna, Perú Consultores, Chile Miguel Stuart Milde, Real
DAS Director, Colombia Graham Pearce, Nick Rees, Country Manager Estate Broker, Argentina
Chris Murchison, Senior Editor-in-Chief, Viva Asia Singapore & Brunei, Yan Su, Vice-President.
Director, JLT Asia, Singapore Magazine, Singapore Emirates Airlines, Singapore Union Travel, China


SECONDARY SOURCES

AccuWeather.com Environmental Japan Ministry of Justice The Guardian, UK Reports
Adbusters.org Performance Index and JNTO The Huffington Post UNESCO
Agencia Nacional de Policía Financial Times lanacion.com.ar The Irish Times Visit Britain
Japonesa Freedom House: Freedom Le Monde diplomatique The New York Times World Bank Doing
BBC News in the World Report Los Angeles Times The Telegraph, UK Business Index
Bloombergbusinessweek.com hoy.es NPR The Wall Street Journal World Economic Forum
CBS News Index of Economic Freedom Petro China The Washington Post World Governance Index:
CNN International Organization Reuters UN agency for information Governance Matters
CNNMoney.com for Standarization Standard & Poor’s and communication World Travel
CNNtech.com International The CIA World Factbook technologies & Tourism Council
Daily Mail Telecommunication Union The Economist UN Human Development Yahoo News
(ITU)


THE 2011-2012 CBI EDITORIAL TEAM

GENERAL DIRECTION Chris Nurko

EDITORIAL DIRECTION Gustavo Koniszczer

CONTENT DIRECTION Victoria Berry

CONTENT DEVELOPMENT Daniel Rosentreter
NEW YORK Veronique Bergeron
Naz Damla Altan

CONTENT DEVELOPMENT Laura Alfano
BUENOS AIRES Andrea Corno
María Eugenia Piacentini

CONTENT DEVELOPMENT Tom Adams
LONDON

DESIGN / BUENOS AIRES Ileana Coppoli
Guillermo Altube
Javier Bulacio
Bárbara Medici

COORDINATION Fabiana Bisso


ABOUT FUTUREBRAND

FutureBrand is a global brand and innovation consultancy with
24 offices around the world. We bring together diverse national
identities, histories and experiences. As a company, we share a
simple belief: the future does not happen to us, we create it.

We have been pioneers in country and destination branding for
more than a decade, working with Australia, Argentina, Peru,
Singapore, Mexico, Saint Lucia, Dubai and Qatar, to name a
few, as well as shaping a number of country-branded export
products—including flag carrier airlines—and helping to brand
cities, regions and major national corporations.

www.futurebrand.com


CONTACT

For more information about the Country Brand Index,
marketing seminars or FutureBrand’s services; or to
purchase customized data, please contact:

Patrick Smith Mindy Sabella
CEO, FutureBrand Worldwide Director of Business Development,
psmith@futurebrand.com FutureBrand North America
msabella@futurebrand.com
Christopher Nurko
Global Chairman, FutureBrand Worldwide Victoria Berry
cnurko@futurebrand.com Senior Strategist, FutureBrand North America
vberry@futurebrand.com
Tom Adams
Chief Digital Officer, FutureBrand Worldwide Jack Arrowsmith
tadams@futurebrand.com Business Development & Marketing Manager,
FutureBrand London
Gustavo Koniszczer jarrowsmith@futurebrand.com
Managing Director, Spanish Latin America
koni@futurebrand.com


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