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8/20/2019 Country Brand Index 2014
http://slidepdf.com/reader/full/country-brand-index-2014 1/55
3
1
2
CountryBrand Index 2014-15
8/20/2019 Country Brand Index 2014
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FutureBrand ©2Country Brand Index 2014-15
Contents
1. Introduction2. Our methodology3. 2014-15 rankings4. Key findings
5. What makes a country brand?6. Regional rankings7. Future focus8. Appendix
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FutureBrand ©
1. Introduction
3Country Brand Index 2014-15
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FutureBrand ©4Country Brand Index 2014-15
Introduction
The Country Brand Index has historically studied perceptions of 118countries around the world in the same way we measure consumer orcorporate brands – ranking them according to strength of perceptionacross association dimensions.
FutureBrand was among the pioneers of this approach, exploring thehypothesis that countries can usefully be understood as the sum oftheir identity and reputation. And, just like brands, strength or weaknessof perception of a country can influence peoples’ decisions to choosethem as places to visit, live or invest in. This was assumed to provide acompetitive advantage in a global market for tourism, education andinvestment, and built evidence for proactive country brand management.
Over the last 5 years, our work in country branding has highlighted theincreasing importance of ‘country of origin’ in understanding country brandstrength. In particular, its role as a driver of consumer choice becameevident in our Made In research in 2013-14. This is not least becausestrong brands associated with a country make a significant contributionto perceptions of it, but also because people actively prefer productsand services when they are from specific countries. Which means everytime they buy a car, eat a type of food or wear a clothing brand, they canbe consciously consuming an aspect of the country that made them.Countries that do not benefit from these ‘Made In’ associations are ata measurable disadvantage to their peers.
Not just that, but we are increasingly interested in the relationship betweenperception strength and behaviour when it comes to country brandmeasurement. In other words, can we prove that strong perceptionslead to decisions to visit, recommend and do business with a country?
Finally, the nature of our study has always implied that countries withstronger perceptions and higher rank position are also ‘stronger’ countrybrands, but that all countries qualify as brands by default. But, we haveyet to explore the idea of a minimum threshold of perception strengthdetermining the difference between a country and a ‘country brand’.
The value of measuringcountries as brands
“Countries canusefully beunderstoodas the sum of
their identityand reputation.”
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FutureBrand ©5Country Brand Index 2014-15
How is the 2014 report different?
This year, we set out to test an emerging hypothesis that not all countriesqualify as ‘brands’. But when they do, they have a measurable competitiveadvantage over their peer countries.
With this in mind, we evolved our approach to the research in twosignificant ways:
1. We measured attributes relating to ‘country of origin’ as an additional
dimension of country brand strength.2.We increased the focus on specific measures relating to decisions to visit,
invest in and recommend a country.
In an addition to previous years, we also gathered data on cities tounderstand the relationship between country brand strength and cityperception around the world, not least because of the growing urbanizationof both developed and developing countries.
What did we find out?
The results of this year’s research are striking. First of all, of the 75 countriesincluded in our survey, only 22 qualify as ‘country brands’ by our measures.
By this, we mean that people have stronger than average perceptions ofthe country across our six dimensions relating to ‘status’ and ‘experience’.In other words, they perceive it equally strongly in aspects relating to qualityof life, values and business, as they do for its culture, history, tourism and‘Made In’ expertise.
Importantly, we also discovered that when people rate a country as a‘brand’ they are also more likely to visit, recommend and do business with itthan the other countries in the ranking, demonstrating that being seen as acountry brand provides a tangible competitive advantage. Not just that, butour respondents also have more confidence in and feel closer to countrybrands compared to countries in the study.
Critically, the main drivers of a ‘country brand’ are perceptions of making
products of high quality, wanting to live or study there and infrastructure, allof which reinforce the idea that to qualify as a ‘country brand’, people needto want to consume your products and services and prefer you as a placeto live and learn.
Who will benefit from this report?
If you are a country brand manager or work in tourism, trade andinvestment at a national or international level, the Country Brand Indexoffers valuable insights into the levers you can pull for competitiveadvantage. It will also be of use to professional brand managers andleaders seeking to, or already harnessing, ‘country of origin’ associations
for corporate and consumer brands.
The value of measuringcountries as brands
“This year we set out totest the hypothesis thatnot all countries qualifyas brands.”
Introduction
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6Country Brand Index 2014-15 FutureBrand ©
2. Our methodology
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7Country Brand Index 2014-15 FutureBrand ©
Our research approach
This year’s fieldwork was designed to test the hypothesis that not allcountries qualify as ‘brands’, but when they do, they have a measurablecompetitive advantage. To do this, we have developed our core countrybrand strength model, including the addition of a new associationdimension, and combined quantitative and qualitative methods tounderstand global perception.
Quantitative Research
FutureBrand collected quantitative and qualitative data from 2,530 opinion-formers and frequent international business or leisure travellers in 17countries (USA, Canada, Brazil, Argentina, Mexico, UK, Germany, France,Russia, Turkey, South Africa, UAE, India, China, Thailand, Japan
and Australia).
The questionnaire was developed around our proprietary HierarchicalDecision Model (HDM) to understand how strongly audiences perceivecountries from levels of Awareness to Advocacy. The HDM takes sevenareas into consideration: Awareness, Familiarity, Preference, Associations,Consideration, Decision/Visitation and Advocacy. For the purposeof ranking, the research weights in favour of Associations across sixdimensions and their related attributes – from Value System to ‘Made In’.
This year, we have added a new ‘Made In’ dimension and rationalized ourexisting measures as part of improvements to the methodology. Pleasesee the Appendix for a full breakdown of how our measurements havechanged, including updates to the association dimensions and attributes.
New brand typologies for 2014-15
In addition to an evolved research methodology, the 2014-15 reportoffers a new classification approach to help define countries accordingto perception strength. These are designed to clarify the current positionof each country relative to its peers and map their distribution across oneof four discrete typologies:
• “Countries” – Countries that have below average perceptions in boththe Status and Experience dimensions.
• “Status countries” – Countries whose perception strength is biasedtowards attributes relating to Value System, Quality Of Life andBusiness Potential.
• “Experience countries” – Countries whose perception strength is biasedtowards dimensions relating to Heritage & Culture, Tourism and Made In.
• “Country brands” – Countries that have above average perceptionsacross both the Status and Experience dimensions and have measurablecompetitive advantages over their peers as a result.
Our methodology
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QualiQuant™ sample criteria
As in previous years, our global research sample of 2,530 respondentswas 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 ofbusiness and/or leisure.
• 21-65 years old.
• Balanced between male and female.
Expert insight
In addition to our quantitative and qualitative fieldwork, we drewon the expertise and insight of FutureBrand practitioners in Europe,the Americas and Asia to inform the future focus section of this year’sreport. We supplemented this with external expert advice. Specialthanks go to Ian Kirk in London, Enshalla Anderson in New York,Gustavo Koniszczer in Buenos Aires, Dan Dimmock in Singaporeand Dr Pawel Surowiec from the University of Bournemouth.
QRi Consulting – our independentresearch partner
QRi Consulting is FutureBrand’s independent global research partnerfor the Country Brand Index. Working in close collaboration, QRi helpedto define the research approach against FutureBrand’s initial hypothesis,as well as managing recruitment, questionnaire development, and providingin-depth analysis of the qualitative and quantitative data underpinning thereport. This is informed by QRi’s extensive research, country brand andsector knowledge and experience as well as their proprietaryQualiQuant™ methodologies.
Our research approachOur methodology
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Association dimensions
HIERARCHICALDECISION MODEL (HDM)
FutureBrand's proprietary model for determining
how key audiences perceive a country's brand.
AWARENESSHow well do people know the country and
its offerings?
FAMILIARITY
What qualities come to mind when
people think of the country?
ASSOCIATIONS
How highly do audiences esteem the country?
Does it resonate?
PREFERENCE
Is the country considered for a visit?
What about for investment, to acquire or
consume its products?
CONSIDERATION
To what extent do people follow through
and visit the country or establish a
commercial relationship?
DECISION/VISITATION
Do visitors recommend the country to family,
friends and colleagues?
EXPERIENCESTATUS
VALUESYSTEM
QUALITYOF LIFE
BUSINESSPOTENTIAL
HERITAGE& CULTURE
TOURISM MADE IN
Political
freedom
Health &
education
Good for
businessHistorical pointsof interest
Value formoney
Make productsthat areauthentic
Environmental
standards
Standard
of living
Advanced
technology
Heritage,
art & culture
Range
of attractions
Make products
of high quality
ToleranceSafety &
security
Good
infrastructure
Would like tolive/study there
Naturalbeauty
Resort &
lodging options
Would like tovisit for avacation
Food
They create
unique products
Would like tobuy productsmade in thatcountry
Our methodology
9Country Brand Index 2014-15
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FutureBrand ©
3. 2014-15 rankings
10Country Brand Index 2014-15
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Japan1 Switzerland2 Germany3 Sweden4 Canada5
Norway6 United
States7 Australia8 Denmark9 Austria10
New
Zealand11 United
Kingdom12 Finland13 Singapore14 Iceland15
Netherlands16 France17 Italy18 United Arab
Emirates19 South
Korea20
11Country Brand Index 2014-15 FutureBrand ©
Top 20 countries2014-15 rankings
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12 FutureBrand ©Country Brand Index 2014-15
Japan2014-15 rankings
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1 Japan
Political freedom Environmentalfriendliness
Food
Would like to visitfor a holiday
Resort andlodging options
Range of attractions
Value for money
Natural beauty
Heritage, artand culture
Historical pointsof interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in/study there
Good for business
Advanced technologyGood infrastructure
80%
70%
60%
50%
40%
30%
20%
10%
0%
Respondent opinion on Japan Respondent opinion on Japan
It is a uniquecountry, not just formaking deals, butalso culturallyspeaking. Being in
Japan is unique.
It's a country thatis improving and notstanding still; it issurpassing the whole
world in robotictechnologies andengineering.
TECHNOLOGY
C U L T U R
EFOOD
BEAUTIFULADVANCED
S A F E
DISCIPLINEDSUSHI
Q U A L I T
Y
T R A D I T I O N
S A M U
R I
ELECTRONICS
RESPECT C A R S
GEISHA
EDUCATION
CLEANLINESSI NT E L L I GE N CE
DE DI CA T I ON
BEAUTIFUL
T OY OT A
FRIENDLY
SAKURA
HERITAGE
MONEY
MOUNT FUJI
ANIME
TOKYO
BLAND
MANGA
ISLAND
TSUNAMI
NATURE
LEISURE
GASTRONAMYSAKE
CIVILIZATION C ONT R OL
R I T UA L S
FASHIONCHERRY BLOSSOM
SHOPPING
EXCELLENCE BASEBALLNIGHT LIFE TEA CEREMONYHIROSHIMA
ORIGAMI
CALMS 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 perceptions2014-15 rankings
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1 Japan
What brands do people associate with Japan?
What are the perceptions of ‘Made in Japan’? Where does Japan have most momentum?
Makesproductsof highquality
They createunique products
Makes products that
are authentic
Would like tobuy productsmade inthat country
Technology& Innovation
Political &EconomicInfluence
Sustainability &EnvironmentalFriendliness
CulturalSignificance
0% 10% 20% 30% 40% 50% 60% 70%
70%
68%66%
64%
62%
60%
58%
56%
54%
52%
What is Japan most expert at?
Transportation
Technology
Retail
Personal & Household Care
Media
Luxury
Internet Services
Household Appliances
Food & Beverage
Financial Services
Fashion
Energy
Consumer Electronics
Automotive
Alcohol
37%
78%
17%
25%
31%
33%
47%
25%
17%
59%
28%
65%
24%
Countryexpertiseaverage
0% 10% 20% 30% 40% 50% 60% 70% 80%
21%
6%
14Country Brand Index 2014-15 FutureBrand ©
Japan - Summary of perceptions2014-15 rankings
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15Country Brand Index 2014-15
Switzerland2014-15 rankings
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2Switzerland
80%
70%
60%
50%
40%
30%
20%
10%
0%
Political freedom Environmentalfriendliness
Food
Would like to visitfor a holiday
Resort andlodging options
Range of attractions
Value for money
Natural beauty
Heritage, artand culture
Historical pointsof interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in/study there
Good for business
Advanced technologyGood infrastructure
Value system
Quality of life
Business potentialHeritage and culture
Tourism
70%
60%
50%
40%
30%
20%
10%
0%
BEAUTIFUL
CLEAN
ADVANCED
P O L I T I C A L
QUALITY OF LIFE
T E CHN O
L O GY
TOURISM
SCENERYSTRONG E X P E N S I V E
S T A NDA R D OF L I V I N G
E NV I R ONME NT A L OP E N
TRANSPORTATION
ECONOMY
CHOCOLATEHEALTH CARE
I N F R A S T R U C T U R E
C O U N T R Y S I D E
FINANCIAL
SOCIAL
TECHNOLOGYINTERNATIONAL
SAFE
EDUCATION
STANDARD OF LIVING
NO CRIME
ALPS
INDUSTRY
MODERN
N A T U R A L
ORGANIZED
S K I
C O M F O R T
AMAZING
MOUNTAINS
FOODRESPECT
EFFICIENCY
ATTRACTIVE
WATCHESACCOMMODATION
MOUNTAIN CLIMBING
STABLE
RESPECTEDINNOVATIVE
A L P S
EXPENSIVE
QUALITYWARMTH
SNOW
H I G H
E M P L O Y M E N
T
P U N C T U A L
S P O R T S C A R S
F O N D U
R E S C U E
MONEY
Respondent opinion on Switzerland Respondent opinion on Switzerland
Highly efficienttransportation,business acumen,banking industry, gorgeous scenery,
high standard ofliving, warm people.
It’s a very stableeconomy with
political freedomand has good natureand high qualityof life.
W hat are the key associations with Switzerland? How does Switzerland per form by dimension?
What words do people use to describe Switzerland ?
16Country Brand Index 2014-15
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2Switzerland
Makesproductsof highquality
They createunique products
Makes products that
are authentic
Would like tobuy productsmade inthat country
Technology& Innovation
Political &EconomicInfluence
Sustainability &EnvironmentalFriendliness
CulturalSignificance
0% 10% 20% 30% 40% 50% 60% 70%
90%
80%70%
60%
50%
40%
30%
20%
10%
0%
22%
16%
13%
57%
56%
9%
22%
Countryexpertiseaverage
0% 10% 20% 30% 40% 50% 60% 70% 80%
12%
31%
17%
12%
14%
39%
17%
16%
What brands do people associate with Switzerland?
What are the perceptions of ‘Made in Switzerland’? Where does Switzerland have most momentum?
What is Switzerland most expert at?
Transportation
Technology
Retail
Personal & Household Care
Media
Luxury
Internet Services
Household Appliances
Food & Beverage
Financial Services
Fashion
Energy
Consumer Electronics
Automotive
Alcohol
FutureBrand ©17Country Brand Index 2014-15
Switzerland - Summary of perceptions2014-15 rankings
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Germany2014-15 rankings
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3Germany
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%
It sustains the European Economic zone and as aconsequence, all of Europe.
And also because after thedevastating second world war,it has to reinvent itself and in
few years it positioned itself as the indisputable
worldwide leader.
According to what I haveas a reference, Germany isa country that has the virtuesto choose from. Developed,organized, safe, public healthis looked after very carefully,education, low levels of orvirtually no poverty.
TECHNOLOGY
BEER
AUTOMOTIVE
CULTURE
C
A R S
SOCCER
ORDER
S A F E
T Y
CLEAN
EFFICIENT
HI
S T OR Y
RIGOROUS
STABILITY
FOOTBALLQUALTY OF LIFE
EVOLUTION
JOB OPPORTUNITIES
ENVIRONMENTAL AWARENESS
ADVANCED
CASTLES
E D U CA T I ON
M O N E Y
POWER E U R O
F A M I L Y
TRUST
H A P P Y
COLD
HUMAN RIGHTS
AWESOME
SERIOUSNESS
WWIIRURAL
KNOWLEDGE
RAILWAYS
TRUST
SOLAR POWER
BEERFEST
INTEGRITY
PEACE
SAUSAGES
ON TIME
MEDICAL SYSTEM
ACCOMODATION
Political freedom Environmentalfriendliness
Food
Would like to visitfor a holiday
Range of attractions
Value for money
Historical pointsof interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in/study there
Good for business
Advanced technologyGood infrastructure
Resort andlodging options
Natural beauty
Heritage, artand 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?
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3Germany
50%
40%
30%
20%
10%
0%
80%
70%
60%
Makesproductsof highquality
They createunique products
Makes products thatare authentic
Would like tobuy productsmade inthat country
Technology& Innovation
Political &EconomicInfluence
Sustainability &EnvironmentalFriendliness
CulturalSignificance
0% 10% 20% 30% 40% 50% 60% 70%
40%
13%
28%
15%
26%
Countryexpertiseaverage
11%
58%
15%
20%
38%
27%
31%
38%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80%
27%
What brands do people associate with Germany?
What are the perceptions of ‘Made in Germany’? Where does Germany have most momentum?
What is Germany most expert at?
Transportation
Technology
Retail
Personal & Household Care
Media
Luxury
Internet Services
Household Appliances
Food & Beverage
Financial Services
Fashion
Energy
Consumer Electronics
Automotive
Alcohol
20Country Brand Index 2014-15 FutureBrand ©
Germany - Summary of perceptions2014-15 rankings
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21Country Brand Index 2014-15 FutureBrand ©
Sweden2014-15 rankings
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4Sweden
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 highstandard of living, a
good level of equalityamong its inhabitantswithout pockets of povertyand with general well-being.
Good industry and goodlabour and social laws.
Free society,tolerant andvery friendly
people, highsocial standard. BEAUTIFUL
ORDER
BEAUTY
IKEA DESIGN
FREE
FRIENDLY L A N D S C A P E
TECHNOLOGYSNOW
FREEDOM
VOLVO
RESPECT
MUSEUM SCHOOLS
JUSTICE
OPENESS
ETHICS
CULTURE
ECONOMY
NOKIA
WATER
BANKS
S E X
OLD LIBERTY
WALLANDERCLEANLARGE
INFRASTRUCTURE
WRITERS P A S S I O N
FRIENDLINESS
SKIING T R U S T
S Y S T E M A T I C
C H O C L O A T E
ALPINE
S CA NDI N
A V I A
IMAGE
R I G O UR
P E A C E
CARE
NICE
COMMUNISM
B L O N D
DIET
R O Y A L T Y
I ND U S T R Y
I NT E R E S T I N G
B L UE
ABBA
E C ON OMI CA L L Y S T R ON G
FORESTS
80%
70%
60%
50%
40%
30%
20%
10%
0%
Political freedom Environmentalfriendliness
Food
Would like to visitfor a holiday
Resort andlodging options
Range of attractions
Value for money
Natural beauty
Heritage, artand culture
Historical pointsof interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in/study there
Good for business
Advanced technologyGood infrastructure
What are the key associations with Sweden? How does Sweden perform by dimension?
What words do people use to describe Sweden?
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4Sweden
Makesproductsof highquality
They createunique products
Makes products thatare authentic
Would like tobuy productsmade inthat country
Technology& Innovation
Political &EconomicInfluence
Sustainability &EnvironmentalFriendliness
CulturalSignificance
0% 10% 20% 30% 40% 50% 60% 70%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
16%
30%
18%
28%
Countryexpertiseaverage
20%
40%
21%
20%
24%
32%
24%
25%
36%
15%
25%
What brands do people associate with Sweden?
What are the perceptions of ‘Made in Sweden’? Where does Sweden have most momentum?
What is Sweden most expert at?
Transportation
Technology
Retail
Personal & Household Care
Media
Luxury
Internet Services
Household Appliances
Food & Beverage
Financial Services
Fashion
Energy
Consumer Electronics
Automotive
Alcohol
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Canada2014-15 rankings
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5Canada
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 isan innovativecountry with alot of technology.
It's always atthe forefront.
Because it is a countrythat seems very stable,economically andsafety-wise. Those are
two important aspects for me for both leisureand business.
CLEAN
WATERFALLS
FREEDOM
B E A U T I F U L
S N OW
G R E E N
MONEY
ALPINE
FRIENDLY
FUN
RESPECTFUL
SCHOOLS
QUALITY OF LIFE
TECHNOLOGY HAPPINESS
MOUNTAINS
VASTMAPLE
F A M I L Y
F O R E S T S
MAPLE SYRUP
WORKPEACEFULGOOD
DEMOCRACY
E C O N O M Y
C UL T UR A L
FRENCHPEFREEDOM
ENGLISH
LANDSCAPES
MONTREAL
TORONTO
RED F R E S H
A I R
F A S CI L I T I E S
P L A CE
NA T UR E E
N V I R O N M E N T A L I S T S
GL OB A L
I N F R A S T R U C T
U R ENORDIC
M O O S E
ICE HOCKEY
B E A R S OPPORTUNITIES
SALMON
OUTDOORS S N
OW
S A F E T Y
TOURISM
NORTH
FREEDOM
ADMIRE
NA T I ONA L P A R K S
S T A NDA R D OF L I V I N G
C UL T UR E
CYCLING
MOVIES
SPACIOUS
DYNAMIC
80%
70%
60%
50%
40%
30%
20%
10%
0%
Political freedom Environmentalfriendliness
Food
Would like to visitfor a holiday
Resort andlodging options
Range of attractions
Value for money
Natural beauty
Heritage, artand culture
Historical pointsof interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in/study there
Good for business
Advanced technologyGood infrastructure
What are the key associations with Canada? How does Canada perform by dimension?
What words do people use to describe Canada?
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5Canada
50%
40%
30%
20%
10%
0%
80%
70%60%
Makesproductsof highquality
They createunique products
Makes products thatare authentic
Would like tobuy productsmade inthat country
Technology& Innovation
Political &EconomicInfluence
Sustainability &EnvironmentalFriendliness
CulturalSignificance
0% 10% 20% 30% 40% 50% 60% 70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
33%
28%
23%
25%
30%
Countryexpertiseaverage
11%
44%
23%
27%
18%
28%
40%
23%
15%
13%
What brands do people associate with Canada?
What are the perceptions of ‘Made in Canada’? Where does Canada have most momentum?
What is Canada most expert at?
Transportation
Technology
Retail
Personal & Household Care
Media
Luxury
Internet Services
Household Appliances
Food & Beverage
Financial Services
Fashion
Energy
Consumer Electronics
Automotive
Alcohol
26Country Brand Index 2014-15 FutureBrand ©
Canada - Summary of perceptions2014-15 rankings
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1 New York
2 London
3 Beijing
4 Washington
5 Moscow
6 Tokyo
7 Paris
8 Berlin
9 Shanghai
10 Dubai
11 Hong Kong
12 Singapore
13 New Delhi
14 São Paulo
15 Rio deJaneiro
16 Los Angeles
17 Rome
18 Toronto
19 Seoul
20 Mumbai
This ranking shows which cities will bethe most influential in three years’ timeaccording to our respondents.
Top 20 most influential cities2014-15 rankings
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28Country Brand Index 2014-15 FutureBrand ©
4. Key findings
1. Japan tops the ranking for the first time.
2. Awareness alone does not make a strongcountry brand.
3. Country brand strength is connectedto how many consumer brands youare known for.
4. Strong country brands are seen to
have expertise across multipleconsumer categories.
5. Country brands have mostmomentum in technology,innovation and sustainability.
6. An influential city is not enoughto make a strong country brand(but it helps).
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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 benchmarkfor country brand strength. It enjoys a top five ranking in the Heritage &Culture and Tourism dimensions and leads perception strength in BusinessPotential and the newly created ‘Made In’ dimension. More than 65% ofour respondents would consider visiting the country in the next five yearsand 90% would recommend it to family and friends. Nearly nine out of tenof 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 Asiancountry brands in the top 20 including South Korea and Singapore, eachof 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, byScandinavia. Whilst we are not able to make direct ranking comparisonsagainst previous studies, it is interesting to see that the addition of the‘Made In’ dimension has bolstered the relative performance of countrieslike Japan within the top 20 and introduced new middle eastern leaderslike UAE, but the members of that group remain fairly stable year on yeareven if rank positions change slightly.
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30Country Brand Index 2014-15 FutureBrand ©
2. Awareness alone does not make a strongcountry brand.
This year’s study reinforces the perennial paradox of awareness: beingwell known does not always correlate to strong positive associations.For example, Italy enjoys higher awareness levels than Japan in our sample(89% compared to 84%) but is seventeen places lower in the rankings.Similarly, Mexico enjoys 80% awareness but is in the bottom third of therankings. Conversely, Finland, Singapore, Iceland, the UAE and SouthKorea are all in the top twenty, but have awareness levels below 70%.So if being well known is not enough to drive positive perceptions,how should we understand the impact that global events can haveon country brand strength?
There is no doubt that major international sporting and cultural eventshave a positive impact on awareness of the host country. We saw thiswith South Africa and Canada in 2010, which enjoyed significant uplift inawareness following the FIFA World Cup™ and Vancouver 2010 WinterOlympic Games respectively in our study. Importantly, however, SouthAfrica’s ranking position remained the same whereas Canada improved.This is particularly important in 2014 in light of the Sochi Winter OlympicGames and the 2014 FIFA World Cup Brazil™. Both countries enjoyeda positive increase in their levels of awareness from 2012, with Russiaincreasing from 63% to 80% and Brazil leaping 17 points to 83% awarenessyear on year. This must correlate to international coverage of their events,both positive and negative.
However, whilst we cannot make absolute ranking comparisons with 2012,Russia’s perception strength against equivalent dimensions has improved,whereas Brazil now has weaker perceptions in attributes like Standard ofliving, Safety and Value for money. And both countries continue to sufferfrom relatively weak perceptions in important areas like Quality Of Lifeand Value System. We can perhaps understand this in terms of improvedunderstanding of each country, in which familiarity creates a more realisticimage of a country, and tempers idealised traveller perceptions that mightartificially improve scores. But Canada offers a valuable case study of acountry that deliberately used a major event to shape perceptions against
its brand strategy and managed to connect improved awareness to thestory it was keen to tell – all of which ultimately correlated to improvedbrand strength against our dimensions.
Key findings Key findings
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31Country Brand Index 2014-15 FutureBrand ©
Key findings Key findings
3. Country brand strength is connected to howmany consumer brands you are known for.
There is a strong correlation between the ‘country brands’ in our studyand spontaneous awareness of consumer brands associated with them.On average, our respondents demonstrated awareness of a larger numberof brands across more categories for the 22 country brands, and thosebrands were often more international or global in reach. For example,Japan elicited associations with Toyota, Nintendo, Honda, Sony, Toshibaand Panasonic, reflecting perceptions of strong category expertise for thecountry in technology, consumer electronics and automotive. Conversely,countries with weaker perceptions in the ranking also tend to elicit fewerspontaneous consumer brand associations. Interestingly, flag carrying
airlines were very frequently mentioned in association with countries acrossthe study, and in the case of countries like Indonesia and Egypt, were theonly brands respondents were able to recall, underscoring the importantcontribution air travel brands make towards building country brandperceptions.
4. Strong country brands are seen to haveexpertise across multiple consumer categories.
We asked respondents to tell us how far each country has ‘expertise’across fifteen categories of products and services – from alcohol totransportation. Interestingly, the average score of ‘country brands’ is higherin all categories than the average score of ‘countries’ with the exceptionsof Retail and Food and Beverage where most countries in the rankingget some degree of credit. The United States leads, enjoying better thanaverage perceptions across fourteen categories and being strongestin Technology (72%).
And different countries are more strongly associated with different things.
For example, France is most strongly associated with Fashion (65%),Germany with Automotive (77%) and Japan with Technology (78% - thehighest score of a country in a category).
The ‘country brands’ also all benefit from stronger than average perceptions(23%) of creating ‘products of high quality’, with Germany and Japan leadingthe group. So it would seem clear that country brand strength stronglycorrelates to perceptions of expertise in the categories of goods andservices that global consumers purchase every day.
One anomaly in the research is the occasional gap between spontaneouscategory associations and brands among our respondents. For example,the word ‘beer’ was most frequently mentioned in descriptions of Germany,
but no respondent offered a German beer brand as an example of this.Which indicates that sometimes a country is associated with a productor service generically, without people connecting that place directly toconsumption choices.
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FutureBrand ©
Key findings Key findings
5. Country brands have most momentumin technology, innovation and sustainability.
Perceptions of momentum – how far a country is moving forwards and inwhat ways – are an interesting bellwether of future success. Conventionalwisdom might suggest the strongest country brands are those with greatestmomentum in political and economic influence or cultural significance.Interestingly, our study shows that most of the top ten country brandsare seen to have more momentum in technology and innovation orsustainability and environmental friendliness, or both. In other words, thefuture drivers of competition for countries relate more to the contributionthey are making to global progress and better management of the world’sresources, and ‘country brands’ are more keenly associated with these
forces. Conversely, those ranked as ‘countries’ in our study are most likelyto have the strongest momentum in cultural significance.
6. An influential city is not enough to make astrong country brand (but it helps).
Commentators sometimes assert that countries like the UK and the UnitedStates are synonymous with their most famous cities in people’s minds. Totest this, we asked respondents to tell us which cities in the world will bethe most influential in three years’ time – indicating their current strengthand potential. Their answers demonstrated some interesting differencesbetween country and city perception strength.
For example, our list of the twenty most influential cities does not includeany in Norway or Denmark – both top ten country brands in this year’sstudy. And seven of the most influential cities are not even in the top
twenty country brands, meaning that some cities rank higher in influencethan their respective country brand position. Rio and São Paolo stand outagainst Brazil’s overall ranking of 43rd, New Delhi is the 13th most influentialcity compared to a bottom quartile country performance for India, andBeijing is seen as the world’s third most influential city compared to China’soverall ranking performance at 28th. Overall then, it seems that havingan influential city does not guarantee country brand strength and brandstrength does not depend on city perception alone.
The UK is often strongly identified with London, not least in the afterglowof the London 2012 Olympic Games, but London far out-performs theUK overall. However, like London, the majority (13) of the most influentialcities are either the capitals or second major cities of top ten country
brands, which is a strong reminder that country brand strength and cityinfluence, whilst not the same thing, are often part of the same story inpeople’s perceptions.
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33Country Brand Index 2014-15 FutureBrand ©
5. What makes acountry brand?
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75Countries includedin 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 brandsThe central hypothesis behind this year’s research was that not all countriesqualify as ‘brands’, and the findings are striking. First of all, of the 75countries 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 Emiratesand South Korea.
By this, we mean that people have stronger than average perceptions ofthe country across our six dimensions relating to the balance of ‘status’and ‘experience’. In other words, they perceive it equally strong in aspectsrelating to Quality Of Life, Value System and Business Potential, as they dofor its Culture, History, Tourism and ‘Made In’ expertise.
Those countries with a bias in favour of Quality Of Life, Value System andBusiness Potential are classified as ‘status countries’, and they includeBelgium, Qatar and Bahrain. The brand development opportunity forthese 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 placestraditionally strongly associated with Tourism. The brand developmentopportunity 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 overallagainst both status and experience dimensions, although some arestronger than others. For example, Russia and Taiwan sit at the thresholdof country brands in terms of perception strength, whereas Nigeria,Ukraine and Bangladesh have the weakest perceptions overall.
What makes a country brand?
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60%
Visited / Consider visiting in the next 5 years:
Country Brand vs Country Average
Recommended for Tourism & Business:
Country Brand vs Country Average
COUNTRY BRANDS
COUNTRIES
COUNTRY BRANDS
COUNTRIES
COUNTRY BRANDS
COUNTRIES
COUNTRY BRANDS
COUNTRIES
0%
10%
20%
30%
40%
50%
VISITED IN THE
LAST 5 YEARS
WOULD CONSIDER VISITING
IN THE NEXT 5 YEARS
0%
10%
20%
30%
40%
50%
WOULD LIKE TO BUY PRODUCTS MADE IN THAT COUNTRY:
Would Like to Buy Products Made in that Country:
Country Brand vs Country Average
60%
Closeness & Confidence:
Country Brands vs Country Average
0%
10%
20%
30%
40%
50%
RELATIONSHIP:
FEELPASSIONATE
RELATIONSHIP:
FEELDISTANT
RELATIONSHIP:
HAVE VERY
HIGH CONFIDENCE
RELATIONSHIP:
LOW CONFIDENCE
100%
0%
10%
20%
30%
40%
50%
RECOMMENDED TO
FAMILY & FRIENDS
GOOD TO DO
BUSINESS WITH
60%
70%
80%
90%
41%
20%
27%
18%
48%
14%
7%
7%
3%
15%
91%
73%
85%
62%
46%
39%
56%
49%
35Country Brand Index 2014-15
Country brands have acompetitive advantage
2. Country brands have a competitive advantage
Strong positive perceptions are always desirable, but we wanted to test if‘country brands’ actually have an advantage over their peers. Will peoplechoose them when it comes to visiting and investing?
It is perhaps unsurprising that when people rate a country as a brand they havemore confidence in and feel closer to it than the other countries in the study.
Most significantly, however, our research shows that people are also more
likely to visit, recommend and do business with a ‘country brand’. And twiceas many people say they would buy products from a country brand than theywould from a ‘country’. Which means that country brands have a tangiblecompetitive advantage over other countries in the areas that are most likelyto drive future success – from visiting for a holiday to business investmentor daily consumption of products and services ‘made’ there.
What makes a country brand?
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60%
50%
40%
30%
20%
10%
0%
10%0% 20% 30% 40% 50% 60%
Nigeria Ukraine
BangladeshPakistan
Ghana
Iran
Zimbabwe
Cambodia
Indonesia
Bulgaria Kenya
Romania
Vietnam
LebanonSolvakia
Malaysia
Estonia
Uruguay
Columbia
MexicoEgypt
Greece
PeruMorocco
IndiaTurkeySri Lanka
BrazilJordan Thailand
SpainPortugal
Puerto Rico
Costa RicaSouth Africa
Fiji
Malta
RussiaTaiwan
Panama
Czech Republic
ArgentinaJamaica
ChileCroatiaHungary
Poland
Saudi Arabia
Ireland
Qatar South Korea
Belgium
United Arab Emirites
France
United KingdomIceland
New Zealand
Finland
Denmark
Australia
SingaporeNe the rl ands Aus tr ia
United States
Norway
Germany Japan
Switzerland
CanadaSweden
STATUS COUNTRIES
EXPERIENCE COUNTRIES
COUNTRY BRANDS
COUNTRIES
ItalyIsrael
Oman
Bahrain
China
Which countries are‘country brands’?
A v e r a g e p u r p o s e s c
o r e
Average Experience Score
What makes a country brand?
36Country Brand Index 2014-15
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Rankings by dimensionWhat makes a country brand?
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6. Regional rankings
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In addition to overall perception rankings, we are able to show the relative
regional performance of each country, including the regional leader andtheir strengths against the average. For example, we can compare Japan’sscores against the average for Asia-Pacific.
Each regional summary presents the country ranking, how many ‘countrybrands’ each region has, the strengths and weaknesses of the region acrossthe dimensions and attributes, and a visual comparison (radar map) of theleading country attribute scores with the regional average – e.g. against‘value for money’ or ‘food’. The strongest perceptions by attribute in eachcase are highlighted using a coloured circle. We also show the awarenesslevels for the top and bottom ranked country by region.
Regional rankings
How to read the data
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North Americaand Caribbean
Region’s keystrengths
Region’s keyweaknesses
CountryBrands
Natural beauty
Range of attractions
Visit for holiday
Good Infrastructure
Advanced technology
Food
Heritage, art & culture
Historical points of interest
Value for money2
OverallRanking
5Canada
7United States
51Jamaica
Political freedom
Environmentalfriendliness
Canada
Food
Would like to visitfor a holiday
Resort andlodging 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
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OverallRanking
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
Environmentalfriendliness
Puerto Rico
Food
Would like to visitfor a holiday
Resort andlodging 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
60%
66% Awareness
AwarenessRegion’s keystrengths
Region’s keyweaknesses
CountryBrands
Natural beauty
Range of attractions
Visit for holiday
Historical points of interest
Political freedom
Health & education
Standard of living
Advanced technology
Good infrastructureN/A
Latin America Regional rankings
42Country Brand Index 2014-15
R i l ki
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OverallRanking
2Switzerland
3Germany
4
6
9
Sweden
Norway
Denmark
10Austria
12United Kingdom
13Finland
15Iceland
16Netherlands
23Spain
27Portugal
29Czech
Republic
30Greece
31Russia
35Malta
44Croatia
45Poland
47
53
56
Estonia
Turkey
Hungary
59Slovakia
62Romania
67Bulgaria
74Ukraine
17France
18Italy
21
22
Ireland
Belgium
Switzerland
80%
90%
100%
70%
60%
50%
40%
30%
20%
10%
0%
Political freedom
Environmentalfriendliness
EuropeFood
Would like to visitfor a holiday
Resort andlodging 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
81%
65% Awareness
AwarenessRegion’s keystrengths
Region’s keyweaknesses
CountryBrands
Visit for holiday
Range of attractions
Natural beauty
Historical points of interest
Heritage, art & culture
Value for money
Food
Good for business
Advanced technology13
Europe Regional rankings
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OverallRanking
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
Environmentalfriendliness
Japan
Food
Would like to visitfor a holiday
Resort andlodging 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 keystrengths
Region’s keyweaknesses
CountryBrands
Visit for holiday
Range of attractions
Natural beauty
Historical points of interest
Political freedom
Good for business
Tolerance
Value for money
Resort & lodging5
44Country Brand Index 2014-15
Asia-Pacific Regional rankings
R i l ki
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OverallRanking
19United ArabEmirates
24Quatar
26
32
34
Israel
Bahrain
Oman
39Saudi Arabia
54Egypt
57Morocco
58Jordan
61Lebanon
Middle East& North Africa
Political freedom
Environmentalfriendliness
United Arab Emirates
Food
Would like to visitfor a holiday
Resort andlodging 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
AwarenessRegion’s keystrengths
Region’s keyweaknesses
CountryBrands
Visit for holiday
Range of attractionsResort & lodging
Historical points of interestHeritage, art & culture
Political freedomWould like to li ve/study there
Value for money2
45Country Brand Index 2014-15
Middle East and North Africa Regional rankings
Regional rankings
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OverallRanking
40South Africa
65Kenya
69
70
75
Zimbabwe
Ghana
Nigeria
AfricaPolitical freedom
Environmentalfriendliness
South Africa
Food
Would like to visitfor a holiday
Resort andlodging 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
AwarenessRegion’s keystrengths
Region’s keyweaknesses
CountryBrands
Visit for holiday
Natural beauty
Advanced technology
Good infrastructure
Political freedom
Tolerance
Safety & security
Health & education
Good for businessN/A
46Country Brand Index 2014-15
Africa Regional rankings
7 F f
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7. Future focus
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Future focus
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1
2
3
4
5
China
United Arab
Emirates
South
Korea
Israel
Qatar
Ones to watch Future focus
Future focusFuture focus
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China, the United Arab Emirates, South Korea, Israel and Qatar are the
countries our respondents felt were most likely to be ‘moving forwards’in three years’ time. These countries have strong perceptions around‘Business Potential’ and are seen to have momentum in innovation as wellas expertise in energy and technology – all of which correlate to countrybrand strength. And more than 50% of our respondents indicate they wouldconsider visiting these countries in the next five years – with China enjoyingthe highest consideration. Of the ‘ones to watch’, South Korea enjoys thehighest ‘Made In’ ranking (#8 overall), perhaps not a surprise when weconsider the significant growth of Samsung and other South Koreanbrands and organizations over the last 10 years. Samsung enjoys a top10 position in the FutureBrand Index study and is one of the largestcompanies in the world by market capitalization.
Future focus Future focus
Ones to watch
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Future focus
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FutureBrand ©50Country Brand Index 2014-15
Dominant themes Future focus
This year’s research has surfaced three dominant themes that we believe
will have an influence on the future of countries as brands:
Extremism
From the increased electoral significance of populist extremist parties likethe National Front and the Austrian Freedom Party in Europe to Islamicfundamentalism and the rise of ISIS and Boko Haram in the Middle East andAfrica, there is a growing preoccupation with extremism and polarizationaround economic, social and religious issues around the world. In thisclimate of uncertainty and social anxiety, we would expect to see anequivalent increase in freedom, stability and security as drivers of countrybrand strength. Countries that enjoy the strongest perceptions in thedimension of Political freedom like Canada #1, Sweden #2 and Denmark
#3, and Tolerance, Safety and security (Switzerland #1) are importantbenchmarks for country brand managers seeking to encourage visitorconfidence.
Migration
The number of people living abroad around the world is increasingevery year according to the UN (232 million in 2013 compared to 154million in 1990). This rise correlates to factors like growing global middleclass discretionary income and low cost travel and accommodation,but also country and regional cooperation around trade and migrationacross borders, driven by the search for the best work and educationopportunities, or flight from economic or social difficulty. These migrants
are naturally drawn to countries they perceive to be more open andtolerant, whose education and welfare systems are the most liberal andthat enjoy the best infrastructure. With that in mind, the brand buildingactivities of countries that enjoy the strongest perceptions in Infrastructure(Japan #1, Germany #2 and Switzerland #3), being Good for business(USA #1, Germany #2 and Japan #3) and Health and education(Switzerland #1, Sweden #2 and Germany #3) offer a guide to thelevers countries can pull to capitalize on this trend.
Conscious consumptionWe are increasingly preoccupied with the impact our consumption hason the world around us and understand that whilst resources might comefrom specific countries – like food or energy or raw materials – theiruse effects the entire planet, and that some countries and regions havebetter access to those resources than others. In that context, companiesare making an increased effort to improve transparency around theirglobal supply chains, and consumers are taking a more active interest inthe provenance and manufacturing processes behind the products andservices they consume. This is a major factor in the increasing role ofcountry of origin in consumption decisions as consumers and organizationsseek to reconcile our perceptions of expertise, quality and provenance withthe actual ownership and manufacturing base of the things we consume.
In addition to reinforcing strength of perception around category expertisein this context, countries will do well to build stronger simultaneousassociations in Environmental friendliness (Switzerland #1, Norway #2and New Zealand #3) Standard of living (Switzerland #1, Norway #2 andGermany #3) and making High quality products (Germany #1, Japan #2and Switzerland #3) in a world where people still want a good quality oflife without it costing the earth.
Future focus
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FutureBrand ©51Country Brand Index 2014-15
Country brand drivers Future focus
We already know from our ‘Made In’ research that ‘Country of Origin’ is an
increasingly important driver of consumer choice when it comes to goodsand services. The evidence from this report suggests that the reverse is alsotrue – a reputation for high quality products is a main driver of a ‘countrybrand’. For example, 70% of our respondents believe this about Germany –a top three country brand in this year’s rankings – compared to an averageof 14% for those classified as ‘countries’. The two other main drivers are adesire to visit or study in a country and perceptions of good infrastructure.These three factors make the most difference between a country and acountry brand, and demonstrate the power of consumer desire in countrybrand strength. It is perhaps no coincidence that the top 100 ranking ofWorld Universities is dominated by most of our ‘country brands’ (source:topuniversities.com). With that in mind, we would expect countries thatprioritize developing and promoting high quality products, making it easy
and attractive for visitors to study and work and investing in their coreinfrastructure – from communications to energy and transport links –to have a brand strength advantage over their peers in the next five years.
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8. Appendix
52Country Brand Index 2014-15
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OverallRanking
2Switzerland
3Germany
4
5
6
Sweden
Canada
Norway
7United
States
8
9
Finland
10Austria
11
Netherlands 16
17
Portugal
18
19
Greece
20
Russia
21
22
Croatia
23
Poland
24
25
26
Estonia
Hungary
27
28
29
30
12
13
14
15
1Japan
Australia
New Zealand
Singapore
South Korea
Fiji
China
Taiwan
Thailand
Malaysia
India
Sri Lanka
Vietnam
Indonesia
Cambodia
Bangladesh
Pakistan
Puerto Rico
Panama
Argentina
Brazil
Chile
Mexico
Colombia
United ArabEmirates
Quatar
Israel
Bahrain
Oman
Saudi Arabia Egypt
Morocco
Jordan
Lebanon
Iran
Kenya
Zimbabwe
Ghana
Nigeria
OverallRanking
32
33
34
35
36
37
38
United
Kingdom
39
40
41
46
Spain
47
48
Czech
Republic
49
50
51
52
53
54
55
56
Turkey
57
Slovakia
58
Romania
59
Bulgaria
60
Ukraine
42
43
Italy
44
45
31
OverallRanking
62
63
64
65
66
67
68
69
70
71
France
Ireland
Belgium
61
Jamaica
Denmark
Iceland
Malta
Costa Rica
South Africa
72
73
74
75
Peru
Uruguay
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Overall rankingpp
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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 doesnot 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 assessingstrength of perception around ‘Made in’ for each country. This is madeup 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 dimensionsand attributes
This year, we have slightly adapted the existing dimensions and attributegroupings for improved clarity and efficiency. Readers of previous reportsand rankings should check for points of continuity and where things havechanged to make their own comparisons:
Value System:
• Attributes included: Political system, Environmental friendlinessand Tolerance
• Attributes removed: Stable legal environment and Freedom of speech
Quality Of Life:
• Attributes included: Health & education (now merged), Standardof 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 andNatural beauty
•Attributes removed: Authenticity
Tourism:
•Attributes included: Health & education (now merged), Standardof living, Safety & security and Would like to live/study there
•Attributes removed: Job opportunity
3. The sample of countries assessedhas changed
The total number of countries included in the 2014-15 ranking is75 compared to 118 in 2012-13. We rationalized the countriesincluded based on a series of criteria, including perception strengthin previous studies, in order to accommodate more in-depthanalysis of each country.
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Thank you!
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