Japan ranks first in the Country Brand Index for 2014-15. Key perceptions of Japan include technology, culture, food, and views of it being advanced, safe, and high quality. Switzerland ranks second and is seen as beautiful, clean, and having a high quality of life and strong economy. The report introduces a new methodology that classifies countries into categories like "country brands" which have above average perceptions across both "status" and "experience" dimensions. Only 22 of 75 countries surveyed qualify as country brands.
BrandZ Top 100 Most Valuable Chinese Brands 2015 ReportKantar
Millward Brown and WPP have released the annual BrandZ™ Top 100 Most Valuable Chinese Brands report and ranking for the fifth consecutive year. In only five years, the report has become a strong resource for understanding Chinese brands and the dynamics that drive value growth.
http://bit.ly/1C7cfzE
Interbrand pioneered the idea that brands have tangible value, making brands a boardroom conversation. Strong brands generate growth and value. They drive superior financial returns for their businesses.
Brand is a platform for communicating the business strategy to audiences. It is the business strategy brought to life. The modern brand is equivalent to how the world experiences your company, reflected through the brand experience at every interaction and touch-point.
But managing your brand seamlessly across the entire customer experience to deliver business growth is a real challenge. There are thousands of things you could change to improve the brand experience. You need a clear roadmap to identify and prioritise actions that will have the most impact on growth.
Interbrand's proprietary Brand Strength framework is a framework for the organisation, an analysis based on research and data from across the business. The process creates focus and opportunities for quick wins and longer term initiatives to drive brand and business growth.
Connecting your activities to research, analysis and business results will build a business case for more investment in marketing capabilities.
BrandZ Top 100 Most Valuable Chinese Brands 2015 ReportKantar
Millward Brown and WPP have released the annual BrandZ™ Top 100 Most Valuable Chinese Brands report and ranking for the fifth consecutive year. In only five years, the report has become a strong resource for understanding Chinese brands and the dynamics that drive value growth.
http://bit.ly/1C7cfzE
Interbrand pioneered the idea that brands have tangible value, making brands a boardroom conversation. Strong brands generate growth and value. They drive superior financial returns for their businesses.
Brand is a platform for communicating the business strategy to audiences. It is the business strategy brought to life. The modern brand is equivalent to how the world experiences your company, reflected through the brand experience at every interaction and touch-point.
But managing your brand seamlessly across the entire customer experience to deliver business growth is a real challenge. There are thousands of things you could change to improve the brand experience. You need a clear roadmap to identify and prioritise actions that will have the most impact on growth.
Interbrand's proprietary Brand Strength framework is a framework for the organisation, an analysis based on research and data from across the business. The process creates focus and opportunities for quick wins and longer term initiatives to drive brand and business growth.
Connecting your activities to research, analysis and business results will build a business case for more investment in marketing capabilities.
Estimation of a brand’s value and its contribution to business has always been considered the main challenge in measuring intangible assets. But what are those brands that make the highest contribution to business value? What brands achieve greater financial result? The stronger the brand, the higher the company’s stock price.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other references contains statements made by Adolfo Fernández, Director for Customer Services at Millward Brown, Madrid; Javier Mancebo, Intelligence Director at Havas Sport & Entertainment; and José Carlos Villalvilla, General Director for Eco-Efficiency and Power Services at Iberdrola during a discussion titled New Measurement Frontiers: from Reputation to Customer Value organized by Anuncios magazine jointly with Conento and Millward Brown in Madrid, on October 18, 2012.
Branding Beyond Borders: A Quick Guide for International Employer BrandingNexxt
The globalization of many companies has created a brave new world of employer branding. Embark on this journey with a reliable guide to creating an employer brand that transcends borders. Visit us at www.beyond.com/employers for more resources.
What is the Impact of Digital Content and Storytelling for Brands in 2014?
The role of communications and marketing professionals today, from PR or marketing manager to CMO, is to connect actions to outcomes.
Today, in the marketing-communications industry across Asia-Pacific there is a general consensus that “content is king”.
But how important is content really? How much does it create tangible value for brands and business? What is the value of digital content for Asian consumers?
In 2014, B2C and B2B consumers will continue to – with more sophistication than ever – utilize the information made available by brands in the digital space – both via online and mobile devices that enable their connectedness in real-time.
In this new proprietary research by Waggener Edstrom, you can discover all the latest findings about how digital content and brand storytelling impacts brands and businesses across 10 Asian markets. The results are fascinating and will help you create more impactful digital communications strategies.
Waggener Edstrom today announced the launch of a new, proprietary report entitled Content Matters: The Impact of Brand Storytelling Online in 2014 in APAC. WE’s ground breaking 2014 study across 10 Asian markets explores the relationship between content marketing and ROI. The results uncover valuable insights about how Asian consumers spend, advocate, and engage with B2B and B2C brands across APAC. More information in the press release, full report, and infographic below and attached.
- Zaheer Nooruddin
Social Listening in Practice: PR MeasurementBrandwatch
In this guide, we’ll share how PR professionals can quantify PR efforts and:
- How to track your organization’s reputation, easily
- Quick wins for PR tracking online
- Real case studies from brands who have used online PR to measure success
5 Tips to Create Successful Content in the COVID-19 | GMA WebinarsGraceChong37
The 1st in Asia | Growth Marketing Academy
🙌🏻Register for FREE and watch the recording whenever you’re FREE!🙌🏻
👉🏻Join Now: https://bit.ly/3kUligs
【5 Tips to Create Successful Content in the COVID-19 Era Like The Economist】
✍🏻What will I learn…
1.How to optimize your content marketing efforts in the harsh period
2.How to communicate effectively with customers and find the right balance between “tone-deaf” and “COVID-fatigue”
3.How businesses can stay relevant, emerging at the end of this crisis as winners
4.Current examples from The Economist to showcase these skills
👨🏻💼Meet Our Speaker - Alice
Alice is the Head of marketing in APAC, Content Solutions, at The Economist. She oversees the strategy and amplifications for content marketing campaigns in the region. She is in charge of social media, email marketing, and PR of sponsored campaigns, and she works closely with the advertising and events team on integrated projects. She has led amplification efforts for successful integrated programmes such as the Safe Cities Index.
🐾We will update the webinars, if you want to get more marketing knowledge, please subscribe to our channel!
👉🏻 learn more: https://www.growthmarketer.academy/
Sustainability as a differentiating factor for brands and companiesInterbrand London
In November 2015, Interbrand, the world's leading brand consultancy, participated in the World Textile Summit. Paula Oliveira from Interbrand London explored how companies can differentiate themselves from their competitors through their commitment to sustainability and build a unique identity that will attract customers.
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
0601098 country branding in the context of tourism industry Supa Buoy
Hi Friends
This is supa bouy
I am a mentor, Friend for all Management Aspirants, Any query related to anything in Management, Do write me @ supabuoy@gmail.com.
I will try to assist the best way I can.
Cheers to lyf…!!!
Supa Bouy
Kevin Martin: The New Corporate Currency
People Analytics Conference 2023 Summer
Website: https://pacamp.org
Youtube: https://www.youtube.com/channel/UCeHtPZ_ZLZ-nHFMUCXY81RQ
FB: https://www.facebook.com/pacamporg
Running head Mission, vision, and values. .docxtodd581
Running head: Mission, vision, and values. 1
Mission, vision, and values. 3
Name
Institution affiliation
Date
Mission, vision, and values
.
Introduction
The company that I have decided to study is Coca Cola Company. It started back in 1886 by a pharmacist known as Dr.John Pemberton in Atlanta. Currently is the leading company in the manufacture of beverages around the globe. Just like other companies, coca cola is working towards maintain a sustainable growth for the business in the beverage industries.
Body
Some of the company’s visions include; providing a great place to work for people, to offer a portfolio of drinks and brand, building a network with partners and helping to build and to support a sustainable communities. The company is in line with its vison. This is because they have managed to grow over the years in different cultures and environment. They have also made a partnership with other organization is supporting the communities in different countries which helps in supporting a sustainable community. The employees of this multinational business organization are given the best working condition while at the same time being motivated by great payments. (Papulova, 2014).
The missions of this company are; to refresh the world, to inspire the moments of happiness and creating value in people and the world as a whole. They have managed to achieve their mission by creating value to humanity. For instance, they support games such as football clubs, which eventually creates value in people. In addition to football, they also support music talent via programs such as coke studio, which offers a platform for the musicians to showcase their talents and styles. They have also managed to refresh the world by producing a variety of beverages, which offers their consumers a wide variety of choices. Apart from just producing beverages, they also have water production units, which refreshes the body. They also inspire moments of happiness by organizing events in communities and supporting talents.
The coca cola values include; leadership, collaboration, integrity, accountability, passion, diversity and quality. Since the company has managed to offer a variety of quality products at affordable prices, they have been able to meet their values.
The mission of any organization is usually meant to be used as a guide to the employees so that they can be able to live up to the rules and the regulations of the organization. It is important for the employees to master the company’s mission and the vision so that they can be able to work hard and achieve them. They also offer a road map towards the realization of profits for a given organization. Therefore, it is important for the employees to understan.
Running head Mission, vision, and values. .docxglendar3
Running head: Mission, vision, and values. 1
Mission, vision, and values. 3
Name
Institution affiliation
Date
Mission, vision, and values
.
Introduction
The company that I have decided to study is Coca Cola Company. It started back in 1886 by a pharmacist known as Dr.John Pemberton in Atlanta. Currently is the leading company in the manufacture of beverages around the globe. Just like other companies, coca cola is working towards maintain a sustainable growth for the business in the beverage industries.
Body
Some of the company’s visions include; providing a great place to work for people, to offer a portfolio of drinks and brand, building a network with partners and helping to build and to support a sustainable communities. The company is in line with its vison. This is because they have managed to grow over the years in different cultures and environment. They have also made a partnership with other organization is supporting the communities in different countries which helps in supporting a sustainable community. The employees of this multinational business organization are given the best working condition while at the same time being motivated by great payments. (Papulova, 2014).
The missions of this company are; to refresh the world, to inspire the moments of happiness and creating value in people and the world as a whole. They have managed to achieve their mission by creating value to humanity. For instance, they support games such as football clubs, which eventually creates value in people. In addition to football, they also support music talent via programs such as coke studio, which offers a platform for the musicians to showcase their talents and styles. They have also managed to refresh the world by producing a variety of beverages, which offers their consumers a wide variety of choices. Apart from just producing beverages, they also have water production units, which refreshes the body. They also inspire moments of happiness by organizing events in communities and supporting talents.
The coca cola values include; leadership, collaboration, integrity, accountability, passion, diversity and quality. Since the company has managed to offer a variety of quality products at affordable prices, they have been able to meet their values.
The mission of any organization is usually meant to be used as a guide to the employees so that they can be able to live up to the rules and the regulations of the organization. It is important for the employees to master the company’s mission and the vision so that they can be able to work hard and achieve them. They also offer a road map towards the realization of profits for a given organization. Therefore, it is important for the employees to understan.
Estimation of a brand’s value and its contribution to business has always been considered the main challenge in measuring intangible assets. But what are those brands that make the highest contribution to business value? What brands achieve greater financial result? The stronger the brand, the higher the company’s stock price.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other references contains statements made by Adolfo Fernández, Director for Customer Services at Millward Brown, Madrid; Javier Mancebo, Intelligence Director at Havas Sport & Entertainment; and José Carlos Villalvilla, General Director for Eco-Efficiency and Power Services at Iberdrola during a discussion titled New Measurement Frontiers: from Reputation to Customer Value organized by Anuncios magazine jointly with Conento and Millward Brown in Madrid, on October 18, 2012.
Branding Beyond Borders: A Quick Guide for International Employer BrandingNexxt
The globalization of many companies has created a brave new world of employer branding. Embark on this journey with a reliable guide to creating an employer brand that transcends borders. Visit us at www.beyond.com/employers for more resources.
What is the Impact of Digital Content and Storytelling for Brands in 2014?
The role of communications and marketing professionals today, from PR or marketing manager to CMO, is to connect actions to outcomes.
Today, in the marketing-communications industry across Asia-Pacific there is a general consensus that “content is king”.
But how important is content really? How much does it create tangible value for brands and business? What is the value of digital content for Asian consumers?
In 2014, B2C and B2B consumers will continue to – with more sophistication than ever – utilize the information made available by brands in the digital space – both via online and mobile devices that enable their connectedness in real-time.
In this new proprietary research by Waggener Edstrom, you can discover all the latest findings about how digital content and brand storytelling impacts brands and businesses across 10 Asian markets. The results are fascinating and will help you create more impactful digital communications strategies.
Waggener Edstrom today announced the launch of a new, proprietary report entitled Content Matters: The Impact of Brand Storytelling Online in 2014 in APAC. WE’s ground breaking 2014 study across 10 Asian markets explores the relationship between content marketing and ROI. The results uncover valuable insights about how Asian consumers spend, advocate, and engage with B2B and B2C brands across APAC. More information in the press release, full report, and infographic below and attached.
- Zaheer Nooruddin
Social Listening in Practice: PR MeasurementBrandwatch
In this guide, we’ll share how PR professionals can quantify PR efforts and:
- How to track your organization’s reputation, easily
- Quick wins for PR tracking online
- Real case studies from brands who have used online PR to measure success
5 Tips to Create Successful Content in the COVID-19 | GMA WebinarsGraceChong37
The 1st in Asia | Growth Marketing Academy
🙌🏻Register for FREE and watch the recording whenever you’re FREE!🙌🏻
👉🏻Join Now: https://bit.ly/3kUligs
【5 Tips to Create Successful Content in the COVID-19 Era Like The Economist】
✍🏻What will I learn…
1.How to optimize your content marketing efforts in the harsh period
2.How to communicate effectively with customers and find the right balance between “tone-deaf” and “COVID-fatigue”
3.How businesses can stay relevant, emerging at the end of this crisis as winners
4.Current examples from The Economist to showcase these skills
👨🏻💼Meet Our Speaker - Alice
Alice is the Head of marketing in APAC, Content Solutions, at The Economist. She oversees the strategy and amplifications for content marketing campaigns in the region. She is in charge of social media, email marketing, and PR of sponsored campaigns, and she works closely with the advertising and events team on integrated projects. She has led amplification efforts for successful integrated programmes such as the Safe Cities Index.
🐾We will update the webinars, if you want to get more marketing knowledge, please subscribe to our channel!
👉🏻 learn more: https://www.growthmarketer.academy/
Sustainability as a differentiating factor for brands and companiesInterbrand London
In November 2015, Interbrand, the world's leading brand consultancy, participated in the World Textile Summit. Paula Oliveira from Interbrand London explored how companies can differentiate themselves from their competitors through their commitment to sustainability and build a unique identity that will attract customers.
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
0601098 country branding in the context of tourism industry Supa Buoy
Hi Friends
This is supa bouy
I am a mentor, Friend for all Management Aspirants, Any query related to anything in Management, Do write me @ supabuoy@gmail.com.
I will try to assist the best way I can.
Cheers to lyf…!!!
Supa Bouy
Kevin Martin: The New Corporate Currency
People Analytics Conference 2023 Summer
Website: https://pacamp.org
Youtube: https://www.youtube.com/channel/UCeHtPZ_ZLZ-nHFMUCXY81RQ
FB: https://www.facebook.com/pacamporg
Running head Mission, vision, and values. .docxtodd581
Running head: Mission, vision, and values. 1
Mission, vision, and values. 3
Name
Institution affiliation
Date
Mission, vision, and values
.
Introduction
The company that I have decided to study is Coca Cola Company. It started back in 1886 by a pharmacist known as Dr.John Pemberton in Atlanta. Currently is the leading company in the manufacture of beverages around the globe. Just like other companies, coca cola is working towards maintain a sustainable growth for the business in the beverage industries.
Body
Some of the company’s visions include; providing a great place to work for people, to offer a portfolio of drinks and brand, building a network with partners and helping to build and to support a sustainable communities. The company is in line with its vison. This is because they have managed to grow over the years in different cultures and environment. They have also made a partnership with other organization is supporting the communities in different countries which helps in supporting a sustainable community. The employees of this multinational business organization are given the best working condition while at the same time being motivated by great payments. (Papulova, 2014).
The missions of this company are; to refresh the world, to inspire the moments of happiness and creating value in people and the world as a whole. They have managed to achieve their mission by creating value to humanity. For instance, they support games such as football clubs, which eventually creates value in people. In addition to football, they also support music talent via programs such as coke studio, which offers a platform for the musicians to showcase their talents and styles. They have also managed to refresh the world by producing a variety of beverages, which offers their consumers a wide variety of choices. Apart from just producing beverages, they also have water production units, which refreshes the body. They also inspire moments of happiness by organizing events in communities and supporting talents.
The coca cola values include; leadership, collaboration, integrity, accountability, passion, diversity and quality. Since the company has managed to offer a variety of quality products at affordable prices, they have been able to meet their values.
The mission of any organization is usually meant to be used as a guide to the employees so that they can be able to live up to the rules and the regulations of the organization. It is important for the employees to master the company’s mission and the vision so that they can be able to work hard and achieve them. They also offer a road map towards the realization of profits for a given organization. Therefore, it is important for the employees to understan.
Running head Mission, vision, and values. .docxglendar3
Running head: Mission, vision, and values. 1
Mission, vision, and values. 3
Name
Institution affiliation
Date
Mission, vision, and values
.
Introduction
The company that I have decided to study is Coca Cola Company. It started back in 1886 by a pharmacist known as Dr.John Pemberton in Atlanta. Currently is the leading company in the manufacture of beverages around the globe. Just like other companies, coca cola is working towards maintain a sustainable growth for the business in the beverage industries.
Body
Some of the company’s visions include; providing a great place to work for people, to offer a portfolio of drinks and brand, building a network with partners and helping to build and to support a sustainable communities. The company is in line with its vison. This is because they have managed to grow over the years in different cultures and environment. They have also made a partnership with other organization is supporting the communities in different countries which helps in supporting a sustainable community. The employees of this multinational business organization are given the best working condition while at the same time being motivated by great payments. (Papulova, 2014).
The missions of this company are; to refresh the world, to inspire the moments of happiness and creating value in people and the world as a whole. They have managed to achieve their mission by creating value to humanity. For instance, they support games such as football clubs, which eventually creates value in people. In addition to football, they also support music talent via programs such as coke studio, which offers a platform for the musicians to showcase their talents and styles. They have also managed to refresh the world by producing a variety of beverages, which offers their consumers a wide variety of choices. Apart from just producing beverages, they also have water production units, which refreshes the body. They also inspire moments of happiness by organizing events in communities and supporting talents.
The coca cola values include; leadership, collaboration, integrity, accountability, passion, diversity and quality. Since the company has managed to offer a variety of quality products at affordable prices, they have been able to meet their values.
The mission of any organization is usually meant to be used as a guide to the employees so that they can be able to live up to the rules and the regulations of the organization. It is important for the employees to master the company’s mission and the vision so that they can be able to work hard and achieve them. They also offer a road map towards the realization of profits for a given organization. Therefore, it is important for the employees to understan.
8. 8Country Brand Index 2014-15
QualiQuant™ sample criteria
As in previous years, our global research sample of 2,530 respondents
was selected according to the following screening criteria:
• Aware of and familiar with all the countries covered.
• Interested in travel abroad.
• Have travelled internationally at least once in the last year, mix of
business and/or leisure.
• 21-65 years old.
• Balanced between male and female.
Expert insight
In addition to our quantitative and qualitative fieldwork, we drew
on the expertise and insight of FutureBrand practitioners in Europe,
the Americas and Asia to inform the future focus section of this year’s
report. We supplemented this with external expert advice. Special
thanks go to Ian Kirk in London, Enshalla Anderson in New York,
Gustavo Koniszczer in Buenos Aires, Dan Dimmock in Singapore
and Dr Pawel Surowiec from the University of Bournemouth.
QRi Consulting – our independent
research partner
QRi Consulting is FutureBrand’s independent global research partner
for the Country Brand Index. Working in close collaboration, QRi helped
to define the research approach against FutureBrand’s initial hypothesis,
as well as managing recruitment, questionnaire development, and providing
in-depth analysis of the qualitative and quantitative data underpinning the
report. This is informed by QRi’s extensive research, country brand and
sector knowledge and experience as well as their proprietary
QualiQuant™ methodologies.
Our research approach
Our methodology
13. 1 Japan
Political freedom Environmental
friendlinessFood
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
80%
70%
60%
50%
40%
30%
20%
10%
0%
Respondent opinion on Japan Respondent opinion on Japan
Itisaunique
country,notjustfor
makingdeals,but
alsoculturally
speaking.Beingin
Japanisunique.
It's a country that
is improving and not
standing still; it is
surpassing the whole
world in robotic
technologies and
engineering.
TECHNOLOGY
CULTURE
FOOD
BEAUTIFUL
ADVANCED
SAFE
DISCIPLINED SUSHI
QUALITY
TRADITION
SAMURI
ELECTRONICS
RESPECT
CARS
GEISHA
EDUCATION
CLEANLINESS
INTELLIGENCE
DEDICATION
BEAUTIFUL
TOYOTA
FRIENDLY
SAKURA
HERITAGE
MONEY
MOUNT FUJI
ANIME
TOKYO
BLAND
MANGA
ISLAND
TSUNAMI
NATURE
LEISURE
GASTRONAMYSAKE
CIVILIZATION
CONTROL
RITUALS
FASHIONCHERRY BLOSSOM
SHOPPING
EXCELLENCE BASEBALL
NIGHT LIFE TEA CEREMONYHIROSHIMA
ORIGAMI
CALM
S A F E
Value system
Quality of life
Business potentialHeritage and culture
Tourism
70%
60%
50%
40%
30%
20%
10%
0%
What are the key associations with Japan? How does Japan perform by dimension?
What words do people use to describe Japan?
13Country Brand Index 2014-15
Japan - Summary of perceptions
2014-15 rankings
16. 2 Switzerland 80%
70%
60%
50%
40%
30%
20%
10%
0%
Political freedom Environmental
friendlinessFood
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
Value system
Quality of life
Business potentialHeritage and culture
Tourism
70%
60%
50%
40%
30%
20%
10%
0%
BEAUTIFUL
CLEAN
ADVANCED
POLITICAL
QUALITY OF LIFE
TECHNOLOGY
TOURISM
SCENERYSTRONG
EXPENSIVE
STANDARDOFLIVING
ENVIRONMENTALOPEN
TRANSPORTATION
ECONOMY
CHOCOLATE
HEALTH CARE
INFRASTRUCTURE
COUNTRYSIDE
FINANCIAL
SOCIAL
TECHNOLOGYINTERNATIONAL
SAFE
EDUCATION
STANDARD OF LIVING
NO CRIME
ALPS
INDUSTRY
MODERN
NATURAL
ORGANIZED
SKICOMFORT
AMAZING
MOUNTAINS
FOOD
RESPECT
EFFICIENCY
ATTRACTIVE
WATCHES
ACCOMMODATION
MOUNTAIN CLIMBING
STABLE
RESPECTED
INNOVATIVE
ALPS
EXPENSIVE
QUALITY
WARMTH
SNOW
HIGHEMPLOYMENT
PUNCTUAL
SPORTSCARS
FONDU
RESCUE
MONEY
Respondent opinion on Switzerland Respondent opinion on Switzerland
Highlyefficient
transportation,
businessacumen,
bankingindustry,
gorgeousscenery,
highstandardof
living,warmpeople.
It’saverystable
economywith
politicalfreedom
andhasgoodnature
and highquality
of life.
What are the key associations with Switzerland? How does Switzerland perform by dimension?
What words do people use to describe Switzerland?
16Country Brand Index 2014-15
Switzerland - Summary of perceptions
2014-15 rankings
19. 3 Germany
Respondent opinion on Germany Respondent opinion on Germany
Value system
Quality of life
Business potentialHeritage and culture
Tourism
70%
60%
50%
40%
30%
20%
10%
0%
ItsustainstheEuropean
Economiczoneandasa
consequence,allofEurope.
Andalsobecauseafterthe
devastatingsecondworldwar,
ithastoreinventitselfandin
fewyearsitpositioned
itself astheindisputable
worldwideleader.
According to what I have
as a reference, Germany is
a country that has the virtues
to choose from. Developed,
organized, safe, public health
is looked after very carefully,
education, low levels of or
virtually no poverty.
TECHNOLOGY
BEER
AUTOMOTIVE
CULTURE
CARS
SOCCER
ORDER
SAFETY
CLEAN
EFFICIENT
HISTORY
RIGOROUS
STABILITY
FOOTBALL
QUALTY OF LIFE
EVOLUTION
JOB OPPORTUNITIES
ENVIRONMENTAL AWARENESS
ADVANCED
CASTLES
EDUCATION
MONEY
POWER
EURO
FAMILY
TRUST
HAPPY
COLD
HUMAN RIGHTS
AWESOME
SERIOUSNESS
WWII
RURAL
KNOWLEDGE
RAILWAYS
TRUST
SOLAR POWER
BEERFEST
INTEGRITY
PEACE
SAUSAGES
ON TIME
MEDICAL SYSTEM
ACCOMODATION
Political freedom Environmental
friendlinessFood
Would like to visit
for a holiday
Range of attractions
Value for money
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
Resort and
lodging options
Natural beauty
Heritage, art
and culture
80%
70%
60%
50%
40%
30%
20%
10%
0%
What are the key associations with Germany? How does Germany perform by dimension?
What words do people use to describe Germany?
19Country Brand Index 2014-15
Germany - Summary of perceptions
2014-15 rankings
22. 4 Sweden Value system
Quality of life
Business potentialHeritage and culture
Tourism
70%
60%
50%
40%
30%
20%
10%
0%
Respondent opinion on Sweden Respondent opinion on Sweden
A country with a high
standard of living, a
good level of equality
among its inhabitants
without pockets of poverty
andwithgeneralwell-being.
Good industry and good
labour and social laws.
Free society,
tolerant and
very friendly
people, high
social standard. BEAUTIFUL
ORDER
BEAUTY
IKEA
DESIGN
FREE
FRIENDLY
LANDSCAPE
TECHNOLOGY
SNOW
FREEDOM
VOLVO
RESPECT
MUSEUM SCHOOLS
JUSTICE
OPENESS
ETHICS
CULTURE
ECONOMY
NOKIA
WATER
BANKS
SEX
OLD LIBERTY
WALLANDERCLEAN
LARGE
INFRASTRUCTURE
WRITERS
PASSION
FRIENDLINESS
SKIING
TRUST
SYSTEMATIC
CHOCLOATE
ALPINE
SCANDINAVIA
IMAGE
RIGOUR
PEACE
CARE
NICE
COMMUNISMBLOND
DIET
ROYALTY
INDUSTRY
INTERESTING
BLUE
ABBA
ECONOMICALLYSTRONG
FORESTS
80%
70%
60%
50%
40%
30%
20%
10%
0%
Political freedom Environmental
friendlinessFood
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
What are the key associations with Sweden? How does Sweden perform by dimension?
What words do people use to describe Sweden?
22Country Brand Index 2014-15
Sweden - Summary of perceptions
2014-15 rankings
25. 5 Canada Value system
Quality of life
Business potentialHeritage and culture
Tourism
70%
60%
50%
40%
30%
20%
10%
0%
Respondent opinion on Canada Respondent opinion on Canada
Because it is
an innovative
country with a
lot of technology.
It's always at
the forefront.
Because it is a country
that seems very stable,
economically and
safety-wise. Those are
two important aspects
for me for both leisure
and business.
CLEAN
WATERFALLS
FREEDOM
BEAUTIFUL
SNOW
GREEN
MONEY
ALPINE
FRIENDLY
FUN
RESPECTFUL
SCHOOLS
QUALITY OF LIFE
TECHNOLOGY HAPPINESS
MOUNTAINS
VASTMAPLE
FAMILY
FORESTS
MAPLE SYRUP
WORK PEACEFULGOOD
DEMOCRACY
ECONOMY
CULTURAL
FRENCH
PEFREEDOM
ENGLISH
LANDSCAPES
MONTREAL
TORONTO
RED
FRESHAIR
FASCILITIESPLACENATURE
ENVIRONMENTALISTS
GLOBAL
INFRASTRUCTURE
NORDIC
MOOSE
ICE HOCKEY
BEARS
OPPORTUNITIES
SALMON
OUTDOORS
SNOW
SAFETY
TOURISM
NORTH
FREEDOM
ADMIRE
NATIONALPARKSSTANDARDOFLIVINGCULTURE
CYCLING
MOVIES
SPACIOUS
DYNAMIC
80%
70%
60%
50%
40%
30%
20%
10%
0%
Political freedom Environmental
friendlinessFood
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
What are the key associations with Canada? How does Canada perform by dimension?
What words do people use to describe Canada?
25Country Brand Index 2014-15
Canada - Summary of perceptions
2014-15 rankings
29. 29Country Brand Index 2014-15
Key findings
Key findings
1. Japan tops the ranking for the first time.
Japan tops the ranking for the first time this year and sets a new benchmark
for country brand strength. It enjoys a top five ranking in the Heritage &
Culture and Tourism dimensions and leads perception strength in Business
Potential and the newly created ‘Made In’ dimension. More than 65% of
our respondents would consider visiting the country in the next five years
and 90% would recommend it to family and friends. Nearly nine out of ten
of those asked think Japan is a good country to do business with and 63%
are prepared to buy its products and services compared to the ‘countries’
average - 20%.
Whilst Japan has always enjoyed strong perceptions in the minds of
international travellers, these results secure its place as the strongest
‘country brand’ by our measures. It is joined by other strong Asian
country brands in the top 20 including South Korea and Singapore, each
of which show perception strength in the Business Potential dimension,
but are given particular credit against the ‘advanced technology’ attribute.
Otherwise, the top twenty is dominated by European country brands,
led by Switzerland and Germany but supported, as in previous years, by
Scandinavia. Whilst we are not able to make direct ranking comparisons
against previous studies, it is interesting to see that the addition of the
‘Made In’ dimension has bolstered the relative performance of countries
like Japan within the top 20 and introduced new middle eastern leaders
like UAE, but the members of that group remain fairly stable year on year
even if rank positions change slightly.
34. 75Countries included
in our survey
22Only 22 qualify as
‘country brands’
by our measures...
34Country Brand Index 2014-15
Not all countries are country brands
1. Not all countries are country brands
The central hypothesis behind this year’s research was that not all countries
qualify as ‘brands’, and the findings are striking. First of all, of the 75
countries included in our survey, only 22 qualify as ‘country brands’
by our measures.
Japan, Switzerland, Germany, Sweden, Canada, Norway, United States,
Australia, Denmark, Austria, New Zealand, United Kingdom, Finland,
Singapore, Iceland, Netherlands, France, Italy, United Arab Emirates
and South Korea.
By this, we mean that people have stronger than average perceptions of
the country across our six dimensions relating to the balance of ‘status’
and ‘experience’. In other words, they perceive it equally strong in aspects
relating to Quality Of Life, Value System and Business Potential, as they do
for its Culture, History, Tourism and ‘Made In’ expertise.
Those countries with a bias in favour of Quality Of Life, Value System and
Business Potential are classified as ‘status countries’, and they include
Belgium, Qatar and Bahrain. The brand development opportunity for
these countries lies in perceptions of Culture, Tourism and ‘Made In’.
Those countries with a bias in favour of Culture, History, Tourism and
‘Made In’ are classified as ‘experience countries’ and include places
traditionally strongly associated with Tourism. The brand development
opportunity for these countries lies in perceptions of Quality Of Life,
Value System and being Good for business.
The remaining ‘countries’ have weaker than average perceptions overall
against both status and experience dimensions, although some are
stronger than others. For example, Russia and Taiwan sit at the threshold
of country brands in terms of perception strength, whereas Nigeria,
Ukraine and Bangladesh have the weakest perceptions overall.
What makes a country brand?
36. 60%
50%
40%
30%
20%
10%
0%
10%0% 20% 30% 40% 50% 60%
Nigeria
Ukraine
Bangladesh
Pakistan
Ghana
Iran
Zimbabwe
Cambodia
Indonesia
Bulgaria Kenya
Romania
Vietnam
Lebanon
Solvakia
Malaysia
Estonia
Uruguay
Columbia
Mexico
Egypt
Greece
Peru
Morocco
India
TurkeySri Lanka
BrazilJordan Thailand
Spain
Portugal
Puerto Rico
Costa Rica
South Africa
Fiji
Malta
Russia
Taiwan
Panama
Czech Republic
Argentina
Jamaica
ChileCroatia
Hungary
Poland
Saudi Arabia
Ireland
Qatar
South Korea
Belgium
United Arab Emirites
France
United Kingdom
Iceland
New Zealand
Finland
Denmark
Australia
Singapore
Netherlands Austria
United States
Norway
Germany Japan
Switzerland
Canada
Sweden
STATUS COUNTRIES
EXPERIENCE COUNTRIES
COUNTRY BRANDS
COUNTRIES
Italy
Israel
Oman
Bahrain
China
Which countries are
‘country brands’?
Averagestatusscore
Average Experience Score
What makes a country brand?
36Country Brand Index 2014-15
41. North America
and Caribbean
Region’s key
strengths
Region’s key
weaknesses
Country
Brands
Natural beauty
Range of attractions
Visit for holiday
Good Infrastructure
Advanced technology
Food
Heritage, art & culture
Historical points of interest
Value for money
2
Overall
Ranking
5Canada
7United States
51Jamaica
Political freedom
Environmental
friendliness
Canada
Food
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
80%
90%
100%
70%
60%
50%
40%
30%
20%
10%
0%
85%
65%
Awareness
Awareness
41Country Brand Index 2014-15
North America and the Caribbean
Regional rankings
42. Overall
Ranking
33Puerto Rico
37Costa Rica
41
42
43
Panama
Argentina
Brazil
46Chile
49Peru
52Uruguay
55Mexico
63Colombia
Latin America
80%
90%
100%
70%
60%
50%
40%
30%
20%
10%
0%
Political freedom
Environmental
friendliness
Puerto Rico
Food
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
66% Awareness
Region’s key
strengths
Region’s key
weaknesses
Country
Brands
Natural beauty
Range of attractions
Visit for holiday
Historical points of interest
Political freedom
Health & education
Standard of living
Advanced technology
Good infrastructure
N/A
60% Awareness
Latin America
Regional rankings
42Country Brand Index 2014-15
44. Overall
Ranking
1Japan
8Australia
11
14
20
New Zealand
Singapore
South Korea
25Fiji
28China
36Taiwan
38Thailand
48Malaysia
50India
60Sri Lanka
64
Vietnam
66Indonesia
68Cambodia
72Bangladesh
73Pakistan
Asia-Pacific
80%
90%
100%
70%
60%
50%
40%
30%
20%
10%
0%
Political freedom
Environmental
friendliness
Japan
Food
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
84%
61%
38
48
Awareness
Awareness
Region’s key
strengths
Region’s key
weaknesses
Country
Brands
Visit for holiday
Range of attractions
Natural beauty
Historical points of interest
Political freedom
Good for business
Tolerance
Value for money
Resort & lodging
5
44Country Brand Index 2014-15
Asia-Pacific
Regional rankings
45. Overall
Ranking
19United Arab
Emirates
24Qatar
26
32
34
Israel
Bahrain
Oman
39Saudi Arabia
54Egypt
57Morocco
58Jordan
61Lebanon
Middle East
& North Africa
Political freedom
Environmental
friendliness
United Arab Emirates
Food
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Advanced technology
Good infrastructure
80%
90%
100%
70%
60%
50%
40%
30%
20%
10%
0%
Good for business
71Iran
66%
63% Awareness
Awareness
Region’s key
strengths
Region’s key
weaknesses
Country
Brands
Visit for holiday
Range of attractions
Resort & lodging
Historical points of interest
Heritage, art & culture
Political freedom
Would like to live/study there
Value for money
2
45Country Brand Index 2014-15
Middle East and North Africa
Regional rankings
46. Overall
Ranking
40South Africa
65Kenya
69
70
75
Zimbabwe
Ghana
Nigeria
Africa
Political freedom
Environmental
friendliness
South Africa
Food
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Advanced technology
Good infrastructure
Good for business
80%
90%
100%
70%
60%
50%
40%
30%
20%
10%
0%
72%
58% Awareness
Awareness
Region’s key
strengths
Region’s key
weaknesses
Country
Brands
Visit for holiday
Natural beauty
Advanced technology
Good infrastructure
Political freedom
Tolerance
Safety & security
Health & education
Good for business
N/A
46Country Brand Index 2014-15
Africa
Regional rankings
54. 54Country Brand Index 2014-15
Appendix
We have made some improvements to the methodology in this year’s
research to enrich our understanding and definition of country brands.
As a result, whilst there are many areas of continuity, this year’s study does
not include direct like-for-like ranking comparisons with previous years.
The major changes are as follows:
1. The addition of a new ‘Made In’ dimension
We have introduced a new dimension to this year’s report assessing
strength of perception around ‘Made in’ for each country. This is made
up of four attributes:
1. ‘Makes products that are authentic’
2. ‘Makes products of high quality’
3. ‘Creates unique products’
4. ‘Would like to buy products made in that country’
2. Rationalization of existing dimensions
and attributes
This year, we have slightly adapted the existing dimensions and attribute
groupings for improved clarity and efficiency. Readers of previous reports
and rankings should check for points of continuity and where things have
changed to make their own comparisons:
Value System:
• Attributes included: Political system, Environmental friendliness
and Tolerance
• Attributes removed: Stable legal environment and Freedom of speech
Quality Of Life:
• Attributes included: Health & education (now merged), Standard
of living, Safety & security and Would like to live/study there
• Attributes removed: Job opportunity
Business Potential (formerly ‘Good for business’):
• Attributes included: Good for business, Advanced technology,
Good infrastructure
• Attributes removed: Investment climate, Regulatory environment,
Skilled workforce
Heritage & Culture:
• Attributes included: Historical points of interest, Art & culture and
Natural beauty
• Attributes removed: Authenticity
Tourism:
• Attributes included: Value for money, Range of attractions, Resort &
lodging options, Would like to visit for a vacation and Food
3. The sample of countries assessed
has changed
The total number of countries included in the 2014-15 ranking is
75 compared to 118 in 2012-13. We rationalized the countries
included based on a series of criteria, including perception strength
in previous studies, in order to accommodate more in-depth
analysis of each country.
Appendix