Talk of countries as brands is often superficial, but FutureBrand's picks do an excellent job of encompassing everything from quality of life for residents to the soft power natin's project beyond their borders.
For the past eight years, international brand and design consultancy FutureBrand has released the Country Brand Index (CBI), an in-depth study of country brands and perceptions that surveys 3,6000 business and leisure travelers across 18 countries as well as selected experts. The survey takes into account a number of “image attributions”, including perceptions of political freedom, environmental friendliness, food, the investment climate, and safety.
This year, the study came with a twist. In addition to looking at the top country brands–a list filled with the usual suspects, like Switzerland, Japan, the U.S., and Germany–FutureBrand created a new list. The Future 15 features countries on the rise, countries that are polishing their brands and emerging across six key future drivers: governance (the government’s ability to protect people, having a solid legal framework), investment, human capital (strength, productivity, health, and happiness of citizens), growth, sustainability (financial management, resource dependence, and sticking to international norms), and the ever-elusive influence (economic, political, and cultural).
The full study, embedded below:
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