The value of measuring countries as brands

The Country Brand Index has historically studied perceptions of 118 countries around the world in the same way we measure consumer or corporate brands – ranking them according to strength of perception across association dimensions.

This year, FutureBrand’s research has revealed that not all of the 75 countries studied qualify as ‘brands’. In fact, only 22 meet the criteria of a ‘country brand’ and can be shown to have a measurable competitive advantage over their peers as a result.

The Country Brand Index 2014-15 report includes an overall ranking of the 75 countries, rankings by dimension, complete perception dashboards for the top five country brands, regional leaders and averages and 'ones to watch' for the future. It will be of primary value to country brand managers, tourism, trade and investment experts keen to understand the levers they can pull for competitive advantage. But it also provides valuable insights for professional brand managers and leaders seeking to further harness country of origin associations for corporate and consumer brands.

Download the report

An introduction from Tom Adams, Global Head of Strategy for FutureBrand Worldwide

Key Findings

1. Japan tops the ranking for the first time.
2. Awareness alone does not make a strong country brand.
3. Country brand strength is connected to how many consumer brands you are known for.
4. Strong country brands are seen to have expertise across multiple consumer categories.
5. Country brands have most momentum in technology, innovation and sustainability.
6. An influential city is not enough to make a strong country brand (but it helps).

What is a 'country brand' and why does it matter?

Not all countries are country brands

Of the 75 countries included in our survey, only 22 qualify as ‘country brands’ by our measures. By this, we mean that people have stronger than average perceptions of the country across our six dimensions relating to ‘status’ and ‘experience’.

Country brands have a competitive advantage

When people rate a country as a ‘brand’ they are also more likely to visit, recommend and do business with it than the other countries in the ranking.

The key drivers of a country brand

The key drivers of a ‘country brand’ include having a reputation for high quality products, a desire to visit or study in a country and perceptions of good infrastructure.