Cbi 2011-12 PDF

Welcome to the seventh annual
FutureBrand Country Brand Index

(CBI), our global study of country brand
strength. The 2011-2012 CBI documents
perceptions around 113 nations, and
is based on more interviews, insights
and information than any other study of
its kind. In its development, we utilized
social media tools to investigate amongst
key opinion-formers and influencers,
asking them what makes a countrys
brand powerful and unique.
All rights reserved.
INTRODUCTION
WHAT MAKES A STRONG

COUNTRY BRAND?
At FutureBrand, we assess the

strength of a country brand in much
the same way as any other brand.
We measure awareness, familiarity,
preference, consideration, advocacy
and active decisions to visit or interact
with a place.
But the most important factorsthe aspects that truly
differentiate a country brandare its associations and
attributes across five key dimensions: Value System, Quality
of Life, Good for Business, Heritage and Culture and Tourism.
A strong country brand is more than the sum of its attributes:
in total, it must make peoples lives better. From progressive
politics to a sense of openness and freedom of speech, a
country that is geared around its people and their needs will
always score highly. From this comes a strong emotional
3. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
connection with a ripple effect, encouraging others around the

world to visit, do business, learn and build lives in a place.
Like any brand, a country brand must be consistent across

many touchpoints, from advertising and public relations
to political representatives, cultural ambassadors, tourists,
companies and indigenous products.
These features, in addition to a strong point of view, role
on the world stage and concerted effort to drive progress,
tourism, immigration, exchange and partnership make the
difference between nation states and genuine country brands.
CONTENTS OF THE 2011-2012 CBI

WHY DOES COUNTRY BRANDING MATTER?
A WORLD OF AUDIENCES
OUR METHODOLOGY
CO-CREATING A GLOBAL PERSPECTIVE
11
WHATS AT STAKE?
13
THE 2011-2012 TOP TEN

The strongest country brands
Canada
Switzerland
New Zealand
Japan
Australia
United States
Sweden
Finland
France
Italy
14
15
21
22
23
24
25
26
27
28
29
30
THE CBI DIMENSIONS

Value System
Quality of Life
Good for Business
Heritage and Culture
Tourism
31
32
38
44
49
53
BEYOND NATIONAL BOUNDARIES

Latin America
BRICS
MENA
APAC
Europe
Africa
63
64
66
69
72
75
77
FULL LIST OF COUNTRIES
79
LOOKING TO 2012
80
EXPERTS AND OPINION-FORMERS
82
SECONDARY SOURCES
84
CBI EDITORIAL TEAM
85
ABOUT FUTUREBRAND
86
CONTACT
87
INTRODUCTION
WHY DOES COUNTRY

BRANDING MATTER?
COUNTRIES ARE BRANDS THAT NEED MANAGING
Today, the term brand isnt simply

a descriptor for consumer goods:
it includes products, services, places
and experiences, and how theyre
marketed to audience groups to create
familiarity and favorability.
Brand is an asset that represents the sum total of the
associations that influence preferenceand it must be
carefully managed. Just like products or services, countries are
known by association, including language, images and media,
as well as first-hand experience and peer recommendation.
Brands are, in a word, a collection of perceptions.
INTRODUCTION
WHY DOES COUNTRY

BRANDING MATTER?
By continually measuring the perceptions of a country brands
audience, from business professionals to global travelers,
we can begin to understand the impact that news events,
cultural undertakingsand even a countrys own marketing
effortshave on an individuals decision to choose that
nation over another. That can include a decision to invest,
visit, emigrate, work, study, consume that countrys goods or
become interested in its culture. In short, a choice to let one
country play a significant role in our lives and livelihood.
Whats more, country brands are constantly compared to
their competitorsnamely, other countriesand need
to be continually assessed in relative terms by their owners.
In looking for patterns or evidence of relative strength,
a countrys brand leadershipin the form of its citizens,
communities, governments and business leaderscan better
understand how to leverage its assets for the benefit
of everyone involved.
Its through this combined understanding of shifting audience
perceptions and competitive positioning that country brands
can be best managed, driving relevance and differentiation in
the face of a rapidly changing world.
NATIONS ARE OFTEN CREATED LIKE BRANDS
Throughout history, countries have managed their brand as

a means to influence perception. Often, the objective was to
support an internal view that unified citizens and supported
nation-building, as well as to create strong differentiation

amongst neighbors and competitors. Country brands
consisted of a historical narrative that incorporated social
and cultural values wedded to political or religious ideologies.
In this way, nations were created and positioned in terms that
transcended geography or tribalism. This was particularly
the case in 19th century Europe, where national identities,
flags, anthems, monuments and holidays were consciously
constructed in the wake of political revolutions and emerging
national independence.
This is true for the United States as well, which constructed

its own identityand along with it one of the most significant
country brands in the world. One that started by rejecting
the parliamentary authority of the United Kingdom, unifying
a federal system of democracy and developing a powerful
narrative of free agency inspired by classical Greece
and republican Rome. The stars and stripes became
synonymous with an American dream of freedom, citizenship
INTRODUCTION
WHY DOES COUNTRY

BRANDING MATTER?
and a pioneering spiritvalues that still drive many to live and
work in the United States today.
A nations primary goal should be to succinctly capture its
narrative and assets for internal and external audiences to
identify and support the nations purpose. Although branding
is a modern coinage, born from advertising and marketing in
the twentieth century, a countrys brand is closely tied to the
full spectrum of its political, cultural and commercial history.
attractiveness for investment as well as tourism, and can

compromise domestic confidence and social unity.
A well-defined association around origin and nationality can
also become a hallmark of quality in the long-term. The fact
that the European Union places such a high legal emphasis
on labeling the origin of products and services should
underscore the link between a nations branding and the
branding of a nations goods. The ability to legally use terms
of authenticity around regional origin allows for protection
against counterfeiting, false advertising and misleading sales
messages. Thats where the business of branding meets the
assets of a countrys brand.
COUNTRY BRANDING IS MORE IMPORTANT THAN EVER
COUNTRY BRANDS ARE MORE THAN JUST TOURISM
Country branding is a vital element in both domestic and

international affairs. The difference between a successful,
defined and understood brand and a weaker, less
differentiated one can have a significant impact on a nations
As we review our list of countries and their relative strengths

for the 2011-2012 CBI, its worth keeping in mind that a
countrys brand is never fixed. Countries must respond as
competitors in a world of scarce resources, differentiating
themselves and securing an advantage for themselves and
their constituents. Failure to clearly articulate a compelling
story can lead to a major disadvantage when a nation is
compared to others. Country branding is a very
real requirement for 21st century nations. This years
developments reinforce how economic, social and political
change can influence brand strength year to year, particularly
as social media intensifies and accelerates the distribution of
images, ideas and associations that shape perception.
INTRODUCTION
A WORLD OF AUDIENCES
In the past, country brands
were primarily associated with travel
and tourism.
A countrys reputation was built through tourism
communications, advertising and word-of-mouth; its brand was
formulated through the products, services and even emigrants
originating from within its borders. Reputations were slowly built
and carefully constructed, and they remained consistent over
the course of generations.
Today, the opposite is true. Thanks to the internet and mobile
devices, our instantaneous ability to connect with other citizens
of the world, with images, news, opinions and rumors means
that a countrys image can shift overnight.
Our world is at once a geography of borders as well as a network
of border-less communities with the means to communicate
instantly. There are countless stakeholders influencing,
controlling and managing todays brands. For that reason,
a brands image needs to be reconfirmed daily and across
multiple touchpoints. Because a country, its leaders, companies
and people are scrutinized constantly, its vital that a country
brand be clearly defined, broadly aligned and continually
assessed in all the decision-making dimensions measured by
FutureBrands CBI. In so doing, the stakeholders of a countrys
brand can more accurately manage and shape their image.
INTRODUCTION
OUR METHODOLOGY
The Country Brand Index has become increasingly rigorous and sophisticated
since its inception in 2005, and now includes more research data than ever
before, establishing itself as the most authoritative study on country branding in
the world. The report draws its data and its insights from several core resources:
350014102 400+
BUSINESS AND
LEISURE TRAVELERS
PRIMARY
RESEARCH
MARKETS
EXPERT
CONTRIBUTORS
IN 16 CITIES
QUANTITATIVE RESEARCH.
Between July 18 and July 27, 2011,

FutureBrand collected quantitative data from 3,500 frequent
business and leisure travelers and opinion-formers in 14
countries around the world. With an international outlook
and sense of global fluency, they represent a knowledge bank
sought-out by investors and tourists alike.
EXPERT OPINIONS. Additionally, between August 19 and
September 7, 2011, we connected with experts in tourism,
export, investment and public policy in 16 different cities
IDEAS DEVELOPED IN
COLLABORATIVE EXERCISE
around the world. These experts participated in deep dive

moderated workshops with the aim of consolidating their views
and perceptions across the key HDM attributes and dimensions.
CO-CREATIVE INSIGHTS.
Our third source leveraged crowd-sourcing

and an online, co-creative community, giving us the chance to
capture real-time discussions amongst experts and interested
third-parties around the world. This collaborative exercise took
place between August 30 and September 16, 2011.
INTRODUCTION
OUR METHODOLOGY
We use FutureBrands proprietary Hierarchical Decision
model (HDM) to determine how key audiencesincluding
residents, investors, tourists and foreign governmentsrelate
to a country brand, from mere awareness to full advocacy.
AWARENESS:
Do key audiences know
that the country exists?
How top-of-mind is it?
FAMILIARITY:
How well do people know
the country and its offerings?
ASSOCIATIONS:
What qualities come to mind
when people think of the
country? Here, we look at
five association dimensions:
Value System, Quality of Life,
Good for Business, Heritage
and Culture and Tourism.
PREFERENCE:
How highly do audiences
esteem the country?
Does it resonate?
This model offers insights that help us assess how welldeveloped a brand is as well as key challenges that need
to be addressed. Our HDM also allows for a measurement
of a countrys relative performance and progress. In short,
the HDM takes seven areas into consideration:
CONSIDERATION:
Is the country considered
for a visit?
What about for investment
or to acquire or consume its
products?
DECISION / VISITATION:
To what extent do people
follow through and visit the
country or establish
a commercial relation?
ADVOCACY:
Do visitors recommend
the country to family,
friends and colleagues?
INTRODUCTION
Social technologies have multiplied

the speed and reach of opinions about
destinations, news events and brands
that shape overall country perceptions.
For the first time ever this year, we have harnessed social
technology to inform our view of the factors influencing country
brand strength. Our qualitative research was broadened into a
co-creation exercise that extended conversations in 15 countries
into a global online forum. In-person focus groups offered the
chance to understand expert traveller views on country brand
themes in a particular market. However, by inviting the same
people to answer questions and develop ideas together online,
we were able to co-create a single global perspective on this
years important issues.
Our approach utilized a platform called DiscoveryCast to help
manage expert discussions around key questions relating to the
factors influencing country brand strength, this years rising stars
and the events that would have the greatest influence on country
brand rankings. We worked with over 40 expert contributors
across four continents who developed over 400 ideas in a
collaborative exercise.
INTRODUCTION

Each expert was able to submit feedback on and develop ideas
that have informed many of the insights and qualitative findings
in this years CBI. We were particularly keen to understand the
collective view of the most important factors in country brand
strength. This relates to the unchanging elements that are most
influential in creating perceptions of a place.
Word cloud of the most important

factors in country brand strength
co-created by our expert contributors.
The discussions were unprompted, allowing each expert to

suggest their own ideas in their own words, but a great deal
of consistency emerged from the discussions. The top three
factors based on frequency of mention, commenting and rating
were culture, identity and people. Perceptions of culture and
people are an integral part of dimensions like Value System
and Heritage and Culture and reinforce the importance of

a countrys population as its most powerful brand assets.
Identityfrom a tourism logo to a national flag or its colors is
a critical symbol of any country brand and one of the most
valuable and instantly recognizable elements of country brand
equity. Interestingly, economy and stability were also rated
as two of the top five factors influencing country brand strength
by our experts, perhaps reflecting a stronger than normal
preoccupation with the global financial situation and relating
closely to the Good for Business and Quality of Life dimensions
in our quantitative research.
Our experts also developed a list of the events that had the
most influence on country brand strength in the last year,
which in turn informed some of the main themes in this years
index. These were led by the downgrading of the United
States economya major shock to the global financial
system, particularly in the wake of Chinas emergence as the
worlds second largest economy, and perhaps a factor in the
United States continued drop in the rankings from 2009.
Other major eventslike the Japan nuclear disaster, the Arab
Spring, riots and royal weddings in the United Kingdom and
the death of Osama Bin Laden were all felt to be powerful
enough to influence country brand perceptions. And this years
shifting rankingsparticularly for the United Kingdom and
Japandemonstrate that being in the news can correlate to
changing brand strength, even if the results are sometimes
counterintuitive.
INTRODUCTION
WHATS AT STAKE?
At the heart of everything weve

learned in the past seven years is the
important role that education and
literacy play in creating a nation of
active, supportive citizens
For example, when a nations population can create
and maintain institutions of governance that reflect and
encourage their cultural values while still protecting the rights
and opinions of minority voices, that country experiences
significantly more growth and success.
And when a government and population respect tradition

and culture, they can encourage travel and make it easier
for visitors to interact with and appreciate that countrys
assets. Finally, when an international audience begins to
validate all that a countrys brand has to its credit, investment
opportunities and commercial transactions are better realized.
The power of a country brand is directly proportionate to the
power of its people, its leadership and its sense of purpose in
the global community. In realizing this strength, a country can
create better lives for all of its citizens.
With that in mind, were pleased to present the top ten country
brands for the year 2011.
From there, a government that understands how to marshal

and optimize a nations natural resources while remaining
open and entrepreneurial is more likely to set-out on a positive
economic course.
THE 2011-2012 TOP TEN

1. CA Canada
2. CH Switzerland
3. NZ New Zealand
3
0
4. JP Japan
5. AU Australia
6. US United States
7. SE Sweden
8. FI Finland
9. FR France
10. IT Italy
2
THE 2011-2012 Top Ten
THE STRONGEST COUNTRY BRANDS
Brand Canada: Why country brand

management is important
The countries that dominate our top ten perform well year
after year across every area of brand strength. Interestingly,
Canada continues to be the strongest country brand despite
its lack of leading rankings in any one dimensionproving
that consistency is more important than specialty focus.
But Canadas strength depends on more than just
consistency: the nation actively manages its country brand
to constantly improve performance. As the United Kingdom
prepares to leverage the power of the London 2012 Olympic
Games, it would do well to emulate Canadas treatment of the
Vancouver 2010 Winter Olympics, where the event was used
as a platform to build sustainable brand strength across every

dimension. From the creation of beautiful b-roll landscape
footage to the ubiquitous use of the countrys iconic maple
leaf, Canada actively made the most of its assets to support a
keep exploring brand position.
Additionally, a focus on developing specific perceptions in
tourism marketing has paid off, with increased scores this year
in areas like Historynot typically a strength for Canada.
This attention to country brand management will be even more
important as the country faces its first period of economic
decline for two yearsshrinking 0.4% in the second quarter
of 2011and consumer confidence dropsa change that
correlates to a slight fall in Canadas Good for Business score.

The United Kingdom
leaves the top ten
For the first time since the CBIs founding, the United
Kingdom does not appear in the top ten, capping off a
two-year downward trend for the countrys brand. This is a
symbolic fall for the nation, which has traditionally punched
above its weight in brand strength. Ironically, this follows a
year of good press for the country, especially with the Royal
Wedding in April.
But the United Kingdoms brand is something of a paradox.
For example, tourism represents nearly 10% of the countrys
GDP and is second only to chemicals and financial services
in terms of export earnings. Visitor numbers for business and
leisure actually increased year to date in the three months
leading up to August, and overall visitor spending is up 4%
since 2010. But the country has one of its weakest scores in
the Tourism dimension of our study, particularly in areas like
Value for Money.
Perceptions are also weakening in traditional areas of strength
for the country with Heritage and Culture falling five placesa
counter-intuitive outcome in light of the focus on Londons
heritage sites during Aprils festivities. And while our research
study preceded nationwide urban rioting and subsequent
Occupy demonstrations in London, the United Kingdom

continues to suffer unusual levels of social discontent in the
context of global economic downturn and significant public
spending cuts that perhaps account for a fall in perceptions
of Value System.
As the United Kingdom looks ahead to 2012, it will surely be
hoping that the Olympic effect starts to improve low scores
in the Tourism dimension, delivering promised legacy
social improvements and business growth, while reversing
a downward trend in perceptions across the dimensions.
Hopefully, the county can start to tell a new story about
its future, counterbalancing an increasing dependence on
pageantry and nostalgia to maintain its position in the rankings.

Small countries can have
a big reputation
Country brand strength is not a function of geographic size
or economic power. China demonstrates this very fact with
a fall of nine places to sixty-fifth position in 2011, despite
having the worlds largest population and displacing Japan
as the second largest economy. Conversely, New Zealand,
Switzerland and Finland all enjoy top ten rankings and some
of the highest scores in the index with populations below
ten million.
In New Zealands case, the country is enjoying high levels
of macroeconomic growth in tandem with its continued
position at number three in our ranking, despite having
the lowest population and GDP of the countries in our top
ten. April 2011 saw it deliver its largest ever trade surplus,
providing over a third of world dairy exports.
Like Australia, the country continues to prosper as it supplies
the resources essential to economic growth in China and other
accelerating economies. As a country brand, New Zealand
leads the rankings in terms of perceptions of Natural Beauty
and appears in the Value System top ten, but overall the
brands suffered in the Good for Business dimensionfalling
three places to eighteenth positionperhaps correlating to
increasingly high housing prices, rising household debts and
the after-effects of a devastating earthquake in February 2011.

But when it comes to punching above its weight, Switzerland
is the real success story in 2011. Maintaining its momentum,
the countrys brand has moved from eleventh to fifth and now
second position in three years, leading the rankings in the
Good for Business dimension and appearing in the top ten for
every other dimension except Heritage and Culture. Just as in
2010, positive perceptions of Switzerlands favorable regulatory
environment, infrastructure and value system make it a place
people want to visit, invest in and recommend.
This, coupled with some of the worlds most beautiful natural
attractions, a strong portfolio of national made in brands
and a stable economy means Switzerland continues to live up
to the plus in its iconic national identity.

Scandinavia weathers
the European storm
While the Eurozone continues to confront instability, the
risk of default on sovereign debt and currency threats that
could damage the perceptions of member states, Europes
northernmost countries are enjoying unprecedented levels
of brand strength.
In 2011, we continue to feel the effect of Brand Scandinavia,
with Sweden rising three places to seventh, Finland holding
fast at eighth, Norway up one and Denmark rising four
places to fifteenth position. Sweden has enjoyed one of the
sharpest increases in overall strength over the past two
years, now dominating both the Quality of Life and Value
System dimensions and second only to Switzerland in Good
for Business.
This is in the context of Swedens 6.4% annual growth in the
first quarter of 2011, falling unemployment and public debt
below 40% of GDPthe reverse of most of its counterparts in
the top ten. Part of this economic success relates to Swedens
established manufacturing base, as well as strong exported
brands across multiple categories.
EU member state Finland also enjoyed strong economic growth

of over 5% in the first quarter of 2011 and mirrors Swedens
dominance of the Value System and Quality of Life dimensions,
as well as top honors in the Skilled Workforce attribute.
Unlike Sweden, which enjoys a consistent conversion from
consideration to visitation and advocacya key measure
in country brand strengthbrand Finland sees a drop in
this area, perhaps indicating that visitors expectations
are not always met as consistently as they are elsewhere
in Scandinavia.

The paradox of bad news
Japanese Prime Minister Naoto Kan described the March
2011 earthquake, tsunami and ensuing nuclear disaster that
took thousands of lives and devastated easternmost Japan
as the most difficult crisis the country has faced since the
second world war. Quite aside from the trauma, loss of life and
impact on infrastructure, early estimates indicate that the total
financial impact of the disaster could exceed $300 billion.
While the country reels from this terrible event and the world
watches as its third largest economy struggles to regain
momentum, this year sees Japan continue its rise in the
country brand rankings, moving up two ranks to fourth place.
In fact, perhaps paradoxically, Japan leapt to number one in
the Tourism dimension and moved up five places in Quality
of Life.
Japan has always been a strong country brand and enjoys
enormous popularity as a destination for business and leisure.
While visitor figures dropped significantly between March and
August 2011, decline is slowing against numbers for 2010 as
we approach the end of the year.
In this caseas with the Chilean Miners rescue and the

Iceland volcanic eruption in 2010we see the positive effect
that global news exposure can have on perceptions of a place,
regardless of the nature of the news itself.
It could also be argued that enormous latent goodwill and
decades of strong reputation-building provided an underlying
resilience that has helped the country brand survive and even
ourish in difficult times.

Iconic country brands in decline
Its been a challenging year for the United States. Displaced
by Canada in 2010, and now down another two places to
sixth overall, the United States suffers from a downward trend
in brand strength that mirrors its troubled socio-political and
economic fortunes. However, despite slower than hoped
for growth in employment and GDP, the United States has
shown some improvement in perceptions around Good
for Businessincluding Regulatory Environment, Skilled
Workforce and Investment Climaterising four places against
2010. It is worth noting that our research was in-field before
the controversial downgrade of the United States credit rating
to AA+ status and the Occupy Wall Street movement that
intensified speculation about Americas long-term stability.
Tourism strength is also slightly improved, up six places
this year as a result of significantly increased perceptions of
Value for Money, correlating to a weakened dollar and highly
publicized domestic mortgage defaults across the nation.
Next years presidential election also brings the potential
for the end of the Obama administration or a weakening
of its mandate as presidential approval ratings continue to
fall, further diluting the Obama effect that was a strong
contributing factor the the United States number one position
in the 2009 CBI.
But America is not the only iconic country brand suffering from
a downward trend in strength this year. France has fallen two
places to ninth position, following a drop of the same amount
in 2010. This is set against a background of increased turmoil
in the European Union as French president Nicolas Sarkozy
takes a lead role in attempting to stabilize the Eurozones
economy alongside Germanys Angela Merkel.
The United States and France continue to be among the
worlds strongest country brands and show great resilience in
the face of these challenges. But their decline year after year
together with that of the United Kingdommight hint at an
inexorable decline in strength.
WORLD
THE
2011-2012
EVENTS Top Ten
#1 CANADA
HIGHLIGHTS
AREA (KM2)
GDP GROWTH 2010/2009
WHAT THE EXPERTS ARE SAYING...
9,984,670
3.21 %
POPULATION
FDI 2009 (MILLION USD)
34,030,589
524,938
GDP (MILLION CURRENT USD)
TOURISM EMPLOYMENT (2011 EST.)
Canada has a stable political

system, economy and market; an open
and tolerant society; and policies that
encourage immigration.
1,577,040
550,000 jobs (3.2 % of total emp.)
GDP PER CAPITA (CURRENT USD)
HDI VALUE
46,342
0.908
#14
#4
#16
20
20
Food
In the radar chart, numbers indicate the ranking for each country within that
specific attribute, while the percentage of actual responses rating each country
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CONSIDERATION #8
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Tolerance
Stable legal
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HDM PERFORMANCE
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OTTAWA
40
50
as strong or very strong against the particular attribute is indicated by the

distance from the centre of the grid, moving from zero to 100%.
WORLD
THE
2011-2012
EVENTS Top Ten
#2 SWITZERLAND
HIGHLIGHTS
41,280
2.71 %
POPULATION
7,639,961
497,611
Switzerland is a very consistent

brand. Its excellent. The trains are
brilliant, as are the skiing, festivals
and food. It simply works.
527,920
HDI VALUE
69,100
0.903
#10
Food
#25
#7
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#18
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ADVOCACY #19
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o
#2
for MValue
oney
CONSIDERATION #11
VALUE SYSTEM
S
PREFERENCE #10
Freedom
of speech
Political
freedom
Tolerance
Stable legal
environment
HDM PERFORMANCE
BERN
Environmental
friendliness
AREA (KM2)
40
50

WORLD
THE
2011-2012
EVENTS Top TeN
#3 NEW ZEALAND
HIGHLIGHTS
267,710
1.66 %
POPULATION
4,290,347
68,323
140,509
New Zealand has moved from

showing landscapes to showing people
in the landscape enjoying good service.
They are building a holistic, attractive
experience.
HDI VALUE
32,750
0.908
Food
&
#4
CU
LT
UR
the
nti
cit
y
Cu Art
ltu &
re
RI
TA
GE
ory
Na
Be tura
au l
ty
#13
HE
#45
Au
#21 #21
#65
#1
Hi
st
50
ASSOCIATIONS
FAMILIARITY #20
40
Job ortunity
Opp
#18
30
OD
GO
ty
Safe
#17
ory nt
lat e
gu nm
Re viro
En
#36
FO
ES
IN
US
ed
nc gy
va olo
Ad chn
Te
50
#8
d e
ille orc
Sk orkf
W
40
#13
t
en
tm
es te
Inv lima
C
AWARENESS #21
30
#19
#12
#7
20
20
#6
LIFE
#6
10
10
10
10
20
20
20
20
30
30
30
40
50
30
40
50
40
50
ADVOCACY #3
ction
#6
#12
#12
TOU
R
Attra
#7
OF
LITY
10
10
#6
QUA
Reso
lodg rt &
in
optio g
ns
#5
ISM
e
t Lik
Mos ive In
L
to
n
catio
Edu em
Syst
re
lthca
Hea em
t
s
Sy
dard
Staniving
L
f
o
for MValue
oney
CONSIDERATION #10
VALUE SYSTEM
S
PREFERENCE #6
Freedom
of speech
Political
freedom
Tolerance
Stable legal
environment
HDM PERFORMANCE
WELLINGTON
Environmental
friendliness
AREA (KM2)
40
50

WORLD
THE
2011-2012
EVENTS Top Ten
#4 JAPAN
HIGHLIGHTS
377,940
3.96 %
POPULATION
126,475,664
200,143
5,458,797
1,455,000 jobs (2.3 % of total emp.)
Japan is well-developed, methodical

and has a very different style and culture
compared to other Asian countries
traditional but not conservative. There is
something to see all year round.
HDI VALUE
43,161
0.901
20
20
Food
#3
Job ortunity
Opp
HE
&
#1
#10
#9
#2
CU
LT
UR
en
tic
ity
Cu Art
ltu &
re
ory
RI
TA
GE
#10
Au
th
#5
#15
Hi
st
50
Na
Be tura
au l
ty
40
ASSOCIATIONS
FAMILIARITY #14
30
#23
OD
GO
ty
Safe
#15
ory nt
lat e
gu nm
Re viro
En
#9
R
FO
ES
IN
US
ed
nc gy
va olo
Ad chn
Te
50
#6
#1
d e
ille orc
Sk orkf
W
40
#7
t
en
tm
es te
Inv lima
C
AWARENESS #19
30
#15 #7
#25
#3
LIFE
TOU
RISM
ction
#12
#19
OF
LITY
Attra
#17 #14
QUA
Reso
lodg rt &
in
optio g
ns
10
10
#10
10
10
10
10
20
20
20
20
30
30
30
40
50
30
40
50
40
50
ADVOCACY #15
e
t Lik
Mos ive In
L
to
n
catio
Edu em
Syst
re
lthca
Hea em
t
s
Sy
dard
Staniving
L
f
o
for MValue
oney
CONSIDERATION #15
VALUE SYSTEM
S
PREFERENCE #7
Freedom
of speech
Political
freedom
Tolerance
Stable legal
environment
HDM PERFORMANCE
TOKYO
Environmental
friendliness
AREA (KM2)
40
50

WORLD
THE
2011-2012
EVENTS Top Ten
#5 AUSTRALIA
HIGHLIGHTS
7,741,220
2.68 %
POPULATION
21,766,711
391,101
1,237,363
HDI VALUE
56,846
0.929
Australias reputation is almost

universally positive, plus it offers
both the exoticisolated, interesting
flora and faunaand the familiar
English-speaking, developed and
integrated economically with the rest
of the world.
#10
CU
LT
UR
en
tic
ity
Cu Art
ltu &
re
&
Au
th
ory
Hi
st
Na
Be tura
au l
ty
FAMILIARITY #9
ASSOCIATIONS
#15
OD
GO
R
FO
ES
IN
US
#12
HE
RI
TA
GE
#16
#4
en
tm
es te
Inv lima
C
AWARENESS #10
50
#16
d e
ille orc
Sk orkf
W
40
Job ortunity
Opp
#15
#54
#42
ty
Safe
#2
ory nt
lat e
gu nm
Re viro
En
#14
ed
nc gy
va olo
Ad chn
Te
50
#13
30
30
FE
Food
40
#12
#11
20
20
#12
10
10
10
10
20
20
20
20
30
30
30
40
50
30
40
50
40
50
ADVOCACY #1
#19
TOU
R
ction
#2
#11
F LI
Attra
#10
O
LITY
10
10
#12
#11 #13 #11
QUA
Reso
lodg rt &
in
optio g
ns
ISM
e
t Lik
Mos ive In
L
to
n
catio
Edu em
Syst
re
lthca
Hea em
t
s
Sy
dard
Staniving
L
f
o
for MValue
oney
CONSIDERATION #5
VALUE SYSTEM
S
PREFERENCE #2
Freedom
of speech
Political
freedom
Tolerance
Stable legal
environment
HDM PERFORMANCE
CANBERRA
Environmental
friendliness
AREA (KM2)
40
50

WORLD
THE
2011-2012
EVENTS Top Ten
#6 UNITED STATES
HIGHLIGHTS
9,831,510
3.03 %
POPULATION
313,232,044
2,319,585
14,526,550
5,492,000 jobs (3.9 % of total emp.)
The United States is a very modern and

forward looking nation with beautiful
natural scenery, people-oriented services,
great shopping and tourist-friendly
infrastructure.
HDI VALUE
46,376
0.910
#19
#4
Food
CU
LT
UR
y
cit
nti
the
#2
#9
R
Cu Art
ltu &
re
&
#6
OD
GO
FO
ES
IN
US
#33
Au
ory
RI
TA
GE
Hi
st
Na
Be tura
au l
ty
ASSOCIATIONS
FAMILIARITY #2
AWARENESS #6
HE
#39
#40
en
tm
es te
Inv lima
C
Job ortunity
Opp
d e
ille orc
Sk orkf
W
50
#47
ty
Safe
#11
ory nt
lat e
gu nm
Re viro
En
#15
ed
nc gy
va olo
Ad chn
Te
50
40
#10
#23
#6
30
30
40
#7
#14
FE
20
20
#21
#5
10
10
10
10
20
20
20
20
30
30
30
40
50
30
40
50
40
50
ADVOCACY #14
TOU
R
ction
#18
#2
F LI
Attra
#8
O
LITY
10
10
#13
QUA
Reso
lodg rt &
in
optio g
ns
#8
ISM
e
t Lik
Mos ive In
L
to
n
catio
Edu em
Syst
re
lthca
Hea em
t
s
Sy
dard
Staniving
L
f
o
for MValue
oney
CONSIDERATION #1
VALUE SYSTEM
S
PREFERENCE #1
Freedom
of speech
Political
freedom
Tolerance
Stable legal
environment
HDM PERFORMANCE
WASHINGTON, D.C
Environmental
friendliness
AREA (KM2)
40
50

WORLD
THE
2011-2012
EVENTS Top Ten
#7 SWEDEN
HIGHLIGHTS
AREA (KM2)
450,300
5.69 %
POPULATION
9,088,728
323,122
Top country brands in the world

are those that are places where people
want to livelike Sweden.
458,725
HDI VALUE
50,472
0.904
TOU
RISM
#11
Food
#4
#1
CU
LT
UR
y
cit
OD
GO
FO
ES
IN
US
#13
&
en
ti
#3
#12
Cu Art
ltu &
re
y
sto
r
Na
Be tura
au l
ty
RI
TA
GE
Au
th
HE
Hi
50
ASSOCIATIONS
FAMILIARITY #24
40
#2
#30
#10
ory nt
lat e
gu nm
Re viro
En
Job ortunity
Opp
30
ed
nc gy
va olo
Ad chn
Te
50
#1
#3
ty
Safe
d e
ille orc
Sk orkf
W
40
#23
t
en
tm
es te
Inv lima
C
AWARENESS #27
30
FE
#21
20
20
#26
F LI
ction
#5
O
LITY
Attra
e
t Lik
Mos ive In
L
to
n
catio
Edu em
Syst
re
#1
lthca
Hea em
t
s
Sy
#1
dard
#1
Staniving
L
f
o
#1
#1
QUA
Reso
lodg rt &
in
optio g
ns
10
10
#1
#1
10
10
10
10
20
20
20
20
30
30
30
40
50
30
40
50
40
50
ADVOCACY #28
#1
PREFERENCE #29
for MValue
oney
VALUE SYSTEM
S
CONSIDERATION #29
Freedom
of speech
Political
freedom
Tolerance
Stable legal
environment
HDM PERFORMANCE
Environmental
friendliness
STOCKHOLM
40
50

WORLD
THE
2011-2012
EVENTS Top Ten
#8 FINLAND
HIGHLIGHTS
AREA (KM2)
338,420
3.64 %
POPULATION
5,259,250
73,851
Finland is definitely the ultimate

expression of the organized and
respectful society, where civil liberties
and quality of life achieve top values.
239,177
HDI VALUE
45,477
0.882
#6
#25
CU
LT
UR
cit
y
ES
IN
US
#4
R
the
nti
Cu Art
ltu &
re
&
Au
sto
ry
RI
TA
GE
Hi
Na
Be tura
au l
ty
HE
#8
#22
OD
GO
FO
ASSOCIATIONS
FAMILIARITY #37
50
#1
#55
d e
ille orc
Sk orkf
W
40
Job ortunity
Opp
en
tm
es te
Inv lima
C
AWARENESS #33
30
#18
ty
Safe
10
10
10
10
20
20
20
20
30
30
#3
#12
ory nt
lat e
gu nm
Re viro
En
#29
ed
nc gy
va olo
Ad chn
Te
50
#7
FE
40
#4
#32
Food
30
#34
#30
20
20
#2
30
40
50
30
40
50
40
50
ADVOCACY #42
#10
TOU
R
ction
#4
F LI
Attra
#3
O
LITY
10
10
#4
QUA
Reso
lodg rt &
in
optio g
ns
#3
ISM
e
t Lik
Mos ive In
L
to
n
catio
Edu em
Syst
re
lthca
Hea em
t
s
Sy
dard
Staniving
L
f
o
#2
for MValue
oney
CONSIDERATION #38
VALUE SYSTEM
S
PREFERENCE #44
Freedom
of speech
Political
freedom
Tolerance
Stable legal
environment
HDM PERFORMANCE
Environmental
friendliness
HELSINKI
40
50

WORLD
THE
2011-2012
EVENTS Top Ten
#9 FRANCE
PARIS
HIGHLIGHTS
549,190
1.38 %
POPULATION
65,312,249
1,037,942
France has history, culture, gastronomy,

fashion, wine, landscapesand timeless
romance.
2,562,742
1,149,000 jobs (4.5 % of total empl.)
HDI VALUE
39,238
0.884
the
nti
cit
Cu Art
ltu &
re
Au
#10
#4
RI
TA
GE
&
CU #2
LT
UR
E
sto
r
Hi
Na
Be tura
au l
ty
ASSOCIATIONS
FAMILIARITY #1
HE
OD
GO
FO
ES
IN
US
d e
ille orc
Sk orkf
W
AWARENESS #1
#18
t
en
tm
es te
Inv lima
C
Job ortunity
Opp
#16
ory nt
lat e
gu nm
Re viro
En
50
#17
#35
ty
Safe
#17
ed
nc gy
va olo
Ad chn
Te
50
40
#22
#19
#2
30
30
40
#16
FE
Food
#18
#3
20
20
#62
#13
#18
10
10
10
10
20
20
20
20
30
30
30
40
50
30
40
50
40
50
ADVOCACY #11
RISM
#17
TOU
ction
#19
#24
F LI
Attra
#15
O
LITY
10
10
#18
#16
QUA
Reso
lodg rt &
in
optio g
ns
e
t Lik
Mos ive In
L
to
n
catio
Edu em
Syst
re
lthca
Hea em
t
s
Sy
dard
Staniving
L
f
o
for MValue
oney
CONSIDERATION #2
VALUE SYSTEM
S
PREFERENCE #3
Freedom
of speech
Political
freedom
Tolerance
Stable legal
environment
HDM PERFORMANCE
Environmental
friendliness
AREA (KM2)
40
50

WORLD
THE
2011-2012
EVENTS Top Ten
#10 ITALY
HIGHLIGHTS
301,340
1.29 %
POPULATION
Italy doesnt need to promote

it just delivers!
61,016,804
393,996
2,055,114
HDI VALUE
33,681
0.874
Food
HE
&
CU
#1
LT
UR
E
en
ti
cit
Cu Art
ltu &
re
Au
th
sto
r
#3
RI
TA
GE
Hi
Na
Be tura
au l
ty
ASSOCIATIONS
FAMILIARITY #4
#20
#5
OD
GO
FO
ES
IN
US
t
en
tm
es te
Inv lima
C
AWARENESS #3
50
Job ortunity
Opp
d e
ille orc
Sk orkf
W
40
#12
ty
Safe
#22
#31 #25
ory nt
lat e
gu nm
Re viro
En
#32
#22
#29
ed
nc gy
va olo
Ad chn
Te
50
#1
30
30
40
#22
#27
#2
LIFE
20
20
#9
10
10
10
10
20
20
20
20
30
30
30
40
50
30
40
50
40
50
ADVOCACY #4
RISM
ction
#15
TOU
Attra
#20
#22 #20
#23 #26
#28
OF
LITY
10
10
QUA
Reso
lodg rt &
in
optio g
ns
e
t Lik
Mos ive In
L
to
n
catio
Edu em
Syst
re
lthca
Hea em
t
s
Sy
dard
Staniving
L
f
o
for MValue
oney
CONSIDERATION #4
VALUE SYSTEM
S
PREFERENCE #4
Freedom
of speech
Political
freedom
Tolerance
Stable legal
environment
HDM PERFORMANCE
ROME
Environmental
friendliness
AREA (KM2)
40
50

THE CBI DIMENSIONS

VALUE SYSTEM
FE
I
OF L
TOU
RISM
LITY
QUA
HE
RI
TA
GE
&
CU
LT
UR
31. COUNTRY BRAND INDEX 2011-2012 by FutureBrand
SS
NE
GO
OD
FO
I
US
Country brands have to focus on several dimensions to perform

well in todays increasingly connected world. The strongest
country brands are multifaceted and represent strengths in all
the areas that impact life, business and travel. On the other
hand, the worlds weakest country brands do not have
recognizable profiles in any dimension. The following pages
provide an in-depth look at five key dimensions that make up a
country brand: Value System, Quality of Life, Good for Business,
Heritage and Culture and Tourism.
WORLD
THE
CBIEVENTS
DIMENSIONS
VALUE SYSTEM
INTRODUCTION
Country brand strength depends on the ability to encourage

open dialogue, individual rights and civil liberties through its
political system and social values.
When a country is recognized as a place where people can
live openly, where the rule of law is upheld, where business is
respected and where institutions are trusted, its brand grows
stronger. All of the values that are essential to modern society
are crucial in the development of credible country brands.
For our CBI ranking, Value System is the foundation for brandbuilding, and includes Political Freedom, Tolerance, Stable
32. COUNTRY
THE FUTUREBRAND
BRAND INDEX
2011-2012
2011-2012
COUNTRY
by FutureBrand
BRAND INDEX
Legal Environment, Freedom of Speech and Environmental

Friendliness.
When a countrys Value System is regarded as weak, the
performance of its brand is affected across all the other
dimensions measured by the CBI.
In todays interconnected world, against a backdrop of austerity
and financial turmoil, the ability for a nation to encourage open
debate, peaceful dialogue and citizen protest supersedes all
else.
THE CBI DIMENSIONS
VALUE SYSTEM
TOP 25
VALUE SYSTEM RANKING
1. SE Sweden
2. DK Denmark
3. FI Finland
4. NO Norway
5. CA Canada
6. NZ New Zealand
7. CH Switzerland
8. NL Netherlands
9. IS Iceland
10. AU Australia
11. AT Austria
12. DE Germany
13. GB United Kingdom
14. US United States
15. BE Belgium
16. JP Japan
17. FR France
18. IE Ireland
19. SG Singapore
20. ES Spain
21. BM Bermuda
22. IT Italy
23. PT Portugal
24. UY Uruguay
25. CR Costa Rica
+/- 2010
2
2
1
3
3

0

0
3
1
1
1
2
2
2
2
1

0
2
1
4
1
5
4
1
3
OVERALL
RANK
# 7
# 15
# 8
# 12
# 1
# 3
# 2
# 23
# 19
# 5
# 17
# 11
# 13
# 6
# 33
# 4
# 9
# 20
# 16
# 14
# 21
# 10
# 30
# 50
# 24
Value System is a dimension at

the root of so many others. It is the
foundation for a country brands
essence, and it evolves slowlyjust
as the long-term cultural, political
and social factors that comprise it.
To this end, the top-performing Value System brands
rank under thirty-three in the overall CBI rankings with
the exception of Uruguay. Underscoring the foundational
importance of this dimension, we also see every single one of
our top ten country brands well represented.
In 2011, weve witnessed the power of Brand Scandinavia
reinforced across many dimensions: these nations arent
just immune to the economic crisis plaguing Europe, but
they are perfect models of systems that uphold the rule of
law while guaranteeing civil rights and individual liberties to
their citizens. In almost every Value System attribute, either
Sweden, Denmark, Finland or Norway occupy the top three
positionsand between them, these nations have improved
their overall standings for yet another year. Undoubtedly,
Sweden dominates Value System, with a perfect score overall
in the dimension, as well as in every single attribute therein.
THE CBI DIMENSIONS
VALUE SYSTEM
TOP 25
Environmentalism and a focus on sustainability play a huge
role in brand strength. This years rising stars in the Value
System category share significant improvements in the
Environmental Friendliness attributemost notably, Brazil
and India. Further, those nations that appear in the top twentyfive for Value System overall also top-out the Environmental
Friendliness attribute specifically.
Indias staggering thirty-one-place jump in Value System
follows improved rankings in Political Freedom, Freedom
of Speech, Environmental Friendliness and Stable Legal
Environment. These jumps are a product of concerted efforts
domestically as well as the nations relative strength compared
to neighboring countries in Asia Pacific, the Middle East and
North Africa.
By contrast, Chinas strong economic performance and

role in the global economy comes at a significant price: the
countrys brand, ranked at sixty-five, remains relatively weak
in the Value System dimension overall, and is especially
low-performing in the attributes Environmental Friendliness,
Freedom of Speech, Tolerance and Political Freedom.
At the other end of the spectrum, declining country brands
in this dimension include a number of Middle Eastern
countriesin some cases, as a result of the Arab Spring (see
MENA analysis); in others due to civil war, political instability,
wide-spread corruption and high levels of state control.
Overall, the weakest country brands for Value System include
Pakistan, Zimbabwe, Cambodia, Tunisia and Vietnam.
THE CBI DIMENSIONS
VALUE SYSTEM
ATTRIBUTES
POLITICAL
FREEDOM
1. SE SWEDEN
2. DK Denmark
3. FI Finland
4. CA Canada
5. NZ New Zealand
6. NO Norway
7. CH Switzerland
8. US United States
9. NL Netherlands
11. AT Austria
12. AU Australia
13. IS Iceland
14. BE Belgium
15. DE Germany
OVERALL
RANK
# 7
# 15
# 8
# 1
# 3
# 12
# 2
# 6
# 23
# 13
# 17
# 5
# 19
# 33
# 11
TOLERANCE
1. SE SWEDEN
2. DK Denmark
3. NO Norway
4. FI Finland
5. CA Canada
6. NZ New Zealand
7. NL Netherlands
8. IS Iceland
9. CH Switzerland
10. AU Australia
11. BE Belgium
12. AT Austria
13. ES Spain
14. JP Japan
15. MU Mauritius
OVERALL
RANK
# 7
# 15
# 12
# 8
# 1
# 3
# 23
# 19
# 2
# 5
# 33
# 17
# 14
# 4
# 22
THE CBI DIMENSIONS
VALUE SYSTEM
ATTRIBUTES
STABLE LEGAL
ENVIRONMENT
1. SE SWEDEN
2. DK Denmark
3. FI Finland
4. CA Canada
5. CH Switzerland
6. NO Norway
7. NZ New Zealand
8. DE Germany
9. AT Austria
10. JP Japan
11. AU Australia
14. SG Singapore
15. NL Netherlands
OVERALL
RANK
# 7
# 15
# 8
# 1
# 2
# 12
# 3
# 11
# 17
# 4
# 5
# 13
# 6
# 16
# 23
FREEDOM
OF SPEECH
1. SE SWEDEN
2. DK Denmark
3. CA Canada
4. FI Finland
5. NO Norway
6. NZ New Zealand
7. NL Netherlands
8. US United States
10. CH Switzerland
11. IS Iceland
12. BE Belgium
13. AU Australia
14. AT Austria
15. FR France
OVERALL
RANK
# 7
# 15
# 1
# 8
# 12
# 3
# 23
# 6
# 11
# 2
# 19
# 33
# 5
# 17
# 9
THE CBI DIMENSIONS
VALUE SYSTEM
ATTRIBUTES
ENVIRONMENTAL
FRIENDLINESS
1. SE SWEDEN
2. FI Finland
3. NO Norway
4. DK Denmark
5. CH Switzerland
6. NZ New Zealand
7. CA Canada
8. IS Iceland
9. DE Germany
10. AT Austria
11. AU Australia
12. JP Japan
13. SG Singapore
14. NL Netherlands
15. MV Maldives
OVERALL
RANK
# 7
# 8
# 12
# 15
# 2
# 3
# 1
# 19
# 11
# 17
# 5
# 4
# 16
# 23
# 18
THE CBI DIMENSIONS
QUALITY OF LIFE
INTRODUCTION
Quality of Life is perhaps the broadest dimension of the CBI.

For our purposes, it is measured by the attributes Job
Opportunity, Most Like to Live In, Standard of Living, Safety,
Healthcare System and Education System.
Generally, Quality of Life represents a countrys ability to offer
gainful employment, affordable and comfortable housing, an
accessible and competitive education and overall security to
its citizens. Naturally, this dimension is inherently tied to Value
System and balances many issues impacted by freedom.
For example, respect for the rule of law often goes hand-inhand with a sense of safety.
To this end, the CBI rankings underscore that where political
freedom and democracy rule, a higher standard of living is
achieved. The financial crisis of past years and the economic
malaise following have certainly threatened Quality of Life
in the area of Job Opportunity, but it may be too soon to tell
the degree to which this will impact country brands in the
long-term.
THE CBI DIMENSIONS
QUALITY OF LIFE
TOP 25
QUALITY OF LIFE RANKING
+/- 2010
1. SE Sweden
2. CH Switzerland
3. NO Norway
4. FI Finland
5. DK Denmark
6. CA Canada
7. JP Japan
8. AU Australia
9. DE Germany
10. AT Austria
11. SG Singapore
12. NZ New Zealand
15. NL Netherlands
16. BE Belgium
17. IS Iceland
18. FR France
19. AE United Arab Emirates
20. ES Spain
21. IT Italy
22. IE Ireland
23. IL Israel
24. QA Qatar
25. SA Saudi Arabia
2
1
1
0
1
1
5
1
0
3
3
1
1
2
5
2
0
3
0
1
7
5
0
4
1
OVERALL
RANK
# 7
# 2
# 12
# 8
# 15
# 1
# 4
# 5
# 11
# 17
# 16
# 3
# 13
# 6
# 23
# 33
# 19
# 9
# 25
# 14
# 10
# 20
# 28
# 72
# 69
Generally speaking, European nations

tend to dominate in Quality of Life.
There is a notable and rapidly-growing
rift within this dimension, however, with
the continents sovereign nations and
economies consistently out-performing
their Eurozone counterparts.
Sweden, Switzerland, Norway, Finland and Denmark rank
highest this year, with Sweden topping the list overall and
placing first in four out of six supporting attributes: Education
System, Healthcare System, Standard of Living and Safety.
In the remaining two attributes, Job Opportunity and Most Like
to Live In, Switzerland ranks number one, continuing to punch
above its weight and consistently reinforcing its status as a
global symbol for economic and social stability.
Interestingly, several monarchical societies appear in the
top twenty-five for Quality of Life. Typically, this dimension is
closely linked to Value System and to the importance a nation
places on the rule of law and civil liberties, not necessarily
perceived strengths among the worlds monarchies. However,
the United Arab Emirates, Qatar and Saudi Arabia dodge
this trend with high scores in Healthcare System, Education
THE CBI DIMENSIONS
QUALITY OF LIFE
TOP 25
System and Job Opportunity. Additionally, many nations with
emerging economies have made leaps in improving their
perception scores in the specific Quality of Life attributes.
Turkeys significant improvement in every attribute has
positioned the country higher in this dimension as well as in
Good for Business. Brazil also achieved a significant increase
in measures related to doing business and Quality of Life,
particularly in Education System, Healthcare System and Most
Like to Live In. And finally, India has also seen improvements
in Quality of Life, trickling down from the Value System
dimension and the nations higher ranks in Political Freedom
and Freedom of Speech.
Safety is clearly an important attribute in a countrys brand

strength: because of perceptions around terrorism, crime and
health, nations such as Peru, Mexico, Russia, Indonesia, the
Philippines, South Africa, Kenya and Jamaica suffer
from relatively low Quality of Life scores while excelling in
other dimensions.
Again, many country brands are feeling the effects of the Arab
Spring: declining countries in the Quality of Life dimension
include Lebanon, Bahrain and Libya; while the weakest
country brands for this dimension are Cambodia, Tunisia,
Pakistan, Kenya and Zimbabwe.
THE CBI DIMENSIONS
QUALITY OF LIFE
ATTRIBUTES
JOB OPPORTUNITY
1. CH SWITZERLAND
2. AU Australia
3. SE Sweden
4. CA Canada
5. SG Singapore
6. US United States
7. DE Germany
8. QA Qatar
10. NO Norway
11. DK Denmark
12. FI Finland
14. SA Saudi Arabia
15. JP Japan
OVERALL
RANK
# 2
# 5
# 7
# 1
# 16
# 6
# 11
# 72
# 25
# 12
# 15
# 8
# 13
# 69
# 4
MOST LIKE
TO LIVE IN
1. CH SWITZERLAND
2. AU Australia
3. CA Canada
4. NO Norway
5. SE Sweden
6. NZ New Zealand
7. US United States
8. ES Spain
9. IT Italy
10. FI Finland
11. AT Austria
12. DK Denmark
13. FR France
15. JP Japan
OVERALL
RANK
# 2
# 5
# 1
# 12
# 7
# 3
# 6
# 14
# 10
# 8
# 17
# 15
# 9
# 13
# 4
THE CBI DIMENSIONS
QUALITY OF LIFE
ATTRIBUTES
STANDARD
OF LIVING
1. SE SWEDEN
2. CH Switzerland
3. NO Norway
4. CA Canada
5. DK Denmark
6. JP Japan
7. FI Finland
8. AT Austria
9. DE Germany
11. SG Singapore
12. AU Australia
13. NZ New Zealand
14. NL Netherlands
OVERALL
RANK
# 7
# 2
# 12
# 1
# 15
# 4
# 8
# 17
# 11
# 6
# 16
# 5
# 3
# 23
# 25
SAFETY
1. SE SWEDEN
2. CH Switzerland
3. FI Finland
4. DK Denmark
5. NO Norway
6. SG Singapore
7. CA Canada
8. NZ New Zealand
9. JP Japan
10. AT Austria
11. DE Germany
12. IS Iceland
13. AU Australia
14. BE Belgium
15. NL Netherlands
OVERALL
RANK
# 7
# 2
# 8
# 15
# 12
# 16
# 1
# 3
# 4
# 17
# 11
# 19
# 5
# 33
# 23
THE CBI DIMENSIONS
QUALITY OF LIFE
ATTRIBUTES
HEALTHCARE
SYSTEM
1. SE SWEDEN
2. NO Norway
3. CH Switzerland
4. FI Finland
5. DK Denmark
6. DE Germany
7. JP Japan
8. CA Canada
9. AT Austria
10. AU Australia
11. SG Singapore
12. NZ New Zealand
14. NL Netherlands
15. IS Iceland
OVERALL
RANK
# 7
# 12
# 2
# 8
# 15
# 11
# 4
# 1
# 17
# 5
# 16
# 3
# 13
# 23
# 19
EDUCATION
SYSTEM
1. SE SWEDEN
2. FI Finland
3. DK Denmark
4. NO Norway
5. CH Switzerland
6. DE Germany
7. JP Japan
8. CA Canada
9. AT Austria
11. SG Singapore
12. AU Australia
13. NL Netherlands
15. IL Israel
OVERALL
RANK
# 7
# 8
# 15
# 12
# 2
# 11
# 4
# 1
# 17
# 13
# 16
# 5
# 23
# 6
# 28
THE CBI DIMENSIONS
GOOD FOR BUSINESS

INTRODUCTION
Contrary to conventional wisdom, Good for Business is not

simply an indicator of a countrys commercial strength.
Rather, the dimension includes the attributes Regulatory
Environment, Skilled Workforce, Advanced Technology and
Investment Climateall factors that lead to a more holistically
robust and attractive business environment.
Today, economic prosperity has been challenged in many
markets, and financial institutions and governments are under
heavier scrutiny than years past. The very stability of global

currencies, banks and commercial enterprises has created
doubt in some country brandstranslated in this years
rankings.
As with Quality of Life, Good for Business is a dimension
deeply tied to Value System: where the rule of law is upheld,
confidence in financial markets increases and brands perform
at their best.
THE CBI DIMENSIONS
GOOD FOR BUSINESS

TOP 25
GOOD FOR BUSINESS RANKING
1. CR Switzerland
2. CR Sweden
3. CR Germany
4. CR Japan
5. CR Finland
6. DK Denmark
7. US United States
8. SG Singapore
9. NO Norway
10. CA Canada
11. AU Australia
12. AT Austria
14. NL Netherlands
15. IL Israel
16. FR France
17. BE Belgium
18. NZ New Zealand
19. IS Iceland
21. KR South Korea
22. IE Ireland
23. IT Italy
24. IN India
25. ES Spain
+/- 2010
0
4
1
1
0
1
4
1
5
2
1
4
0
4
1
2
0
3
1
1
0
2
7
10
2
OVERALL
RANK
# 2
# 7
# 11
# 4
# 8
# 15
# 6
# 16
# 12
# 1
# 5
# 17
# 13
# 23
# 28
# 9
# 33
# 3
# 19
# 25
# 42
# 20
# 10
# 29
# 14
This years top-ranking countries in

the Good for Business dimension
are not necessarily nations with the
strongest economies.
For example, Switzerland is thirty-eighth in the world in gross
domestic product alone, but still manages to rank first in
our CBI thanks to high scores in Regulatory Environment
and Investment Climate. As with Switzerland, Sweden and
Germany are competitive in the dimension largely because
of their regulatory practicesmaking these three nations
relatively safe havens in the midst of the European debt crisis.
Japan continues to excel in this dimension, especially in
Advanced Technology, an attribute the country has led since
the CBIs founding. Known for its tech industry exports,
developments and achievements, the nation has stayed
competitive in Good for Business despite the economic and
social unrest caused by 2011s devastating tsunami.
The United Statesonce perceived as a vital hub for business,
industry and innovationfell behind in 2010, but is showing
moderate improvement this year. The country brand moved
up four places in the dimension overall, and is ranked in the
top ten for three attributes, with notable growth in the fourth
attribute: Skilled Workforce.
THE CBI DIMENSIONS
GOOD FOR BUSINESS

TOP 25
The severe economic crisis facing Greece has taken its
inevitable toll, with country brand perceptions falling
significantly in that nation for 2011. Greece has declined
twenty places overall within Good for Business, with doubledigit drops in each of the four attributes.
Iceland has also had to cope with a recent economic
downturn. The nation was hit especially hard by the global
financial crisis. But since the collapse of Icelands financial
sector, government economic priorities have included
stabilizing the Krona, reducing the budget deficit, containing
and managing inflation, restructuring the financial sector, and
diversifying the economy. The result is evident in the rankings:
Iceland is up one place overall in Good for Business, holding
strong at the nineteenth spot. Additionally, the countrys
Investment Climate score has jumped twenty spots, signaling
a more attractive business climate.
and India, which moved ten places and showed particular

improvement in Regulatory Environment and Investment
Climate.
In 2010, a number of Middle Eastern countries were featured
in the top twenty-six for this dimension, including the United
Arab Emirates, Qatar, Bahrain and Saudi Arabia. This year,
only the UAE remains strong, with an overall ranking of 20 in
the dimension.
Among those nations that saw a decline in their scores in
Good for Business is Bahrain, which fell from twenty-three
to fiftyperhaps due in part to the Bahraini governments
response to the Arab Spring demonstrations and shifting
perceptions around the region as a result. Other declining
countries in this dimension include Iran and Lebanon, while
the weakest country brands for Good for Business are Kenya,
Cambodia, Tunisia, Bolivia and Zimbabwe.
This year, several emerging economies shine in the Good

for Business dimension overall, specifically Turkey, which
improved thirty-four places, Brazil, with a thirteen-place jump,
THE CBI DIMENSIONS
GOOD FOR BUSINESS

ATTRIBUTES
REGULATORY
ENVIRONMENT
1. SE SWEDEN
2. CH Switzerland
3. DK Denmark
4. FI Finland
5. NO Norway
6. DE Germany
7. CA Canada
8. AT Austria
9. US United States
10. JP Japan
11. SG Singapore
12. AU Australia
13. NZ New Zealand
15. NL Netherlands
OVERALL
RANK
# 7
# 2
# 15
# 8
# 12
# 11
# 1
# 17
# 6
# 4
# 16
# 5
# 3
# 13
# 23
SKILLED
WORKFORCE
1. FI FINLAND
2. SE Sweden
3. CH Switzerland
4. DE Germany
5. JP Japan
6. DK Denmark
7. NO Norway
8. SG Singapore
9. CA Canada
10. AT Austria
13. NL Netherlands
14. IL Israel
15. AU Australia
OVERALL
RANK
# 8
# 7
# 2
# 11
# 4
# 15
# 12
# 16
# 1
# 17
# 6
# 13
# 23
# 28
# 5
THE CBI DIMENSIONS
GOOD FOR BUSINESS

ATTRIBUTES
ADVANCED
TECHNOLOGY
1. JP JAPAN
2. US United States
3. DE Germany
4. SE Sweden
5. CH Switzerland
6. FI Finland
7. SG Singapore
8. DK Denmark
9. IL Israel
12. CA Canada
13. NO Norway
14. AT Austria
15. NL Netherlands
OVERALL
RANK
# 4
# 6
# 11
# 7
# 2
# 8
# 16
# 15
# 28
# 13
# 25
# 1
# 12
# 17
# 23
INVESTMENT
CLIMATE
1. CH SWITZERLAND
2. SG Singapore
3. SE Sweden
4. AU Australia
5. DE Germany
6. US United States
7. NO Norway
8. FI Finland
9. DK Denmark
10. JP Japan
11. CA Canada
12. IN India
13. BR Brazil
15. AT Austria
OVERALL
RANK
# 2
# 16
# 7
# 5
# 11
# 6
# 12
# 8
# 15
# 4
# 1
# 29
# 31
# 13
# 17
THE CBI DIMENSIONS
HERITAGE AND CULTURE

INTRODUCTION
Heritage and Culture is a supporting dimension in a countrys

brand and reflects the ability of a nation to communicate its
cultural assets fully and positivelyfrom history and language
to art and cultural attractions. For the CBI ranking, Heritage
and Culture includes the attributes History, Art and Culture,
Natural Beauty and Authenticity.
Just as every dimension of the CBI is interconnected, a nation
that celebrates its history through monuments, attractions,
museums and continuous support of the arts often ranks high
in Quality of Life as well.
Heritage and Culture also reflects a nations commitment to

responsible infrastructural projects that support travel and
tourism, in the process fueling the arts, literature and sports.
The promotion of a countrys heritage and culture often falls
to both public and private enterprises, thus including the
influence of iconic national brands that operate across borders.
Theres no doubt that a strong tourism authority, transportation
infrastructure and vibrant hospitality and service industries play
a vital role in this dimension.
THE CBI DIMENSIONS

TOP 25
HERITAGE AND CULTURE RANKING
1. IT Italy
2. FR France
3. IL Israel
4. PE Peru
5. GR Greece
6. JP Japan
7. ES Spain
8. EG Egypt
9. AT Austria
10. IN India
11. CH Switzerland
13. SE Sweden
14. IE Ireland
15. NZ New Zealand
16. NO Norway
17. NP Nepal
18. DE Germany
19. IS Iceland
20. JO Jordan
21. CZ Czech Republic
22. RU Russia
23. CU Cuba
24. FI Finland
25. CA Canada
+/- 2010
0
2
1
1
0
0
4
0
3
7
1
5
7
2
0
2
8
6
10
5
3
18
11
3
4
OVERALL
RANK
# 10
# 9
# 28
# 44
# 27
# 4
# 14
# 57
# 17
# 29
# 2
# 13
# 7
# 20
# 3
# 12
# 61
# 11
# 19
# 71
# 38
# 82
# 56
# 8
# 1
While European nations typically

dominate in the Heritage and Culture
dimension, there are some notable
additions to the top twenty-five this
year, representing destinations with
impressive historical sites, vibrant
cultural initiatives, and iconic natural
wonders.
This years list is a remarkably diverse cross-section of the
worlds cultures and societiesfrom Italy to Israel, Japan to
Jordan, Egypt to India.
Within this dimension, there are a number of rising stars drawn
from Eastern Europe, including Slovakia, Ukraine, Russia and
Estonia. This shifting focus in Europe from west to east is a
result of an increased number of Russian travelers exploring
within the region, as well as more business opportunities with
the Baltic states, Poland, Hungary and Romania.
Bahrain, Paraguay, Qatar, Pakistan and El Salvador rank lowest
in the dimension. Its important to note that every one of these
nationswith the exception of Qataris home to a registered
UNESCO World Heritage site: one of many clear indications that
the CBI only measures perception and is not a judgment on the
merit of a particular countrys rich cultural assets.
With these countriesand indeed for every countrythe
challenge is in turning actual strengths into perceived strengths
through clear communications. As a result, Heritage and
Culture is the most dynamic dimension of the CBI, where every
country has an opportunity to excel.
THE CBI DIMENSIONS

ATTRIBUTES
HISTORY
1. EG EGYPT
2. IL Israel
3. IT Italy
4. FR France
5. PE Peru
6. GR Greece
8. ES Spain
9. IN India
11. JO Jordan
12. AT Austria
13. RU Russia
14. TR Turkey
15. JP Japan
OVERALL
RANK
# 57
# 28
# 10
# 9
# 44
# 27
# 13
# 14
# 29
# 38
# 71
# 17
# 82
# 48
# 4
ART AND CULTURE
1. IT ITALY
2. FR France
3. ES Spain
4. GR Greece
6. IL Israel
7. EG Egypt
8. AT Austria
9. JP Japan
10. IN India
11. PE Peru
12. SE Sweden
13. RU Russia
15. DK Denmark
OVERALL
RANK
# 10
# 9
# 14
# 27
# 13
# 28
# 57
# 17
# 4
# 29
# 44
# 7
# 82
# 38
# 15
THE CBI DIMENSIONS

ATTRIBUTES
NATURAL BEAUTY
1. NZ NEW ZEALAND
2. NO Norway
3. CH Switzerland
4. MV Maldives
5. CR Costa Rica
6. IS Iceland
7. MU Mauritius
8. ZA South Africa
9. HR Croatia
10. SE Sweden
11. TZ Tanzania
12. IT Italy
13. NA Namibia
14. AT Austria
15. CA Canada
OVERALL
RANK
# 3
# 12
# 2
# 18
# 24
# 19
# 22
# 35
# 40
# 7
# 68
# 10
# 37
# 17
# 1
AUTHENTICITY
1. CR ISRAEL
2. JP Japan
3. TZ Tanzania
4. NZ New Zealand
5. IT Italy
6. IS Iceland
7. CH Switzerland
8. MV Maldives
9. PE Peru
10. FR France
11. IN India
12. EG Egypt
13. SE Sweden
14. ES Spain
15. AU Australia
OVERALL
RANK
# 28
# 4
# 68
# 3
# 10
# 19
# 2
# 18
# 44
# 9
# 29
# 57
# 7
# 14
# 5
THE CBI DIMENSIONS
TOURISM
INTRODUCTION
Tourism is a dimension closely linked to Heritage and Culture,

but unique in its considerations of economics, the media and
entertainment. For the purposes of the CBI, Tourism includes
Resort and Lodging Options, Food, Attractions, Value for
Money, Beaches, Nightlife and Shopping.
The economics of tourism connects a countrys ability to
provide accessible, affordable options for holiday-makers and
business visitors alike. A nations currency, exchange rate and
infrastructure as it relates to the economy are important points
of influence. The medias coverage of a nations economic
and political standing can also play a major role in tourism.
Additionally, when a destination appears in the news for any

reason, it has the opportunity to communicate its values,
unique attributes and personality. Arguably, even negative
coveragesuch as that following a natural disastercan create
empathy and awareness for a country brand. Not surprisingly,
films, television shows, documentaries, books and magazines
can fuel tourism, as well as national and international PR and
advertising campaigns.
The strongest country brands understand that the elements of
Tourism combined with the infrastructural considerations
of Heritage and Culture represent significant economic stimuli.
THE CBI DIMENSIONS
TOURISM
TOP 25
TOURISM RANKING
OVERALL
RANK
1. JP Japan
2. IT Italy
3. ES Spain
4. US United States
5. FR France
6. CH Switzerland
7. TH Thailand
8. AU Australia
9. NZ New Zealand
10. MV Maldives
11. MU Mauritius
12. DE Germany
13. CA Canada
14. BR Brazil
15. SE Sweden
16. IN India
17. AT Austria
18. SG Singapore
19. AR Argentina
20. TR Turkey
21. MY Malaysia
22. CL Chile
23. MX Mexico
24. FI Finland
# 4
# 10
# 14
# 6
# 9
# 2
# 26
# 5
# 3
# 18
# 22
# 11
# 1
# 31
# 7
# 29
# 17
# 16
# 32
# 48
# 43
# 34
# 47
# 8
# 25
Japan is the hero in Tourism this year.

Despite the devastation of natural
disasters, nuclear emergency, and
economic upheaval, the country has
managed to move to first place in this
dimension.
Japans rankings in Attractions, Value for Money, Resort and
Lodging and Food are strong and getting stronger, indicating
that a countrys brand can be a lasting vehicle for goodwill in
the face of crisis, encouraging forgiveness in difficult times and
boosting the value of exports.
This dimension is intrinsically linked to Heritage and Culture:
twelve out of the top fifteen brands for Attractions also rank
highly in that dimension, indicating that cultural assets are an
important driver of tourism. The notable exceptions to this rule
are the United States, Australia and South Africanations that
draw tourists for a diversity of other reasons related more to
their modern infrastructure.
Within the Value for Money attribute, we see consistently high
performance among Asian and Latin American destinations,
but the United States is also a competitive leadera perception
easily attributable to the depreciation of the dollar.
THE CBI DIMENSIONS
TOURISM
TOP 25
Remarkably, countries with currencies independent from the
Euro like Switzerland, Denmark, Norway and Iceland have
also climbed up the rankings for this attribute. Known as
safe havens in the financial services world, this climb is a
reflection of these countries risk adverse economic policies
and minimal threat of disaster financial or otherwise.
Regardless of the economic turmoil felt all over the world, it
would appear that luxury is alive and well, with Maldives and
Mauritius occupying the top two spots for Resort and Lodging
Options. Maldives one island, one resort policy ensures
absolute privacy and exclusivitya practice that has served

the countrys brand well.
In Shopping and Nightlife, the United States, France and the
United Kingdom continue to occupy top spots, with cities like
Paris, London, New York, Miami and Los Angeles attracting
tourists even in the face of economic downturn.
In 2011, the weakest country brands for Tourism include
Pakistan, Libya, Paraguay, Ghana and El Salvador.
THE CBI DIMENSIONS
TOURISM
ATTRIBUTES
RESORT AND
LODGING OPTIONS
1. MV MALDIVES
2. MU Mauritius
3. JP Japan
4. CH Switzerland
5. US United States
7. ES Spain
8. BM Bermuda
9. LC St. Lucia
10. TH Thailand
11. SE Sweden
12. NZ New Zealand
13. FJ Fiji
14. CA Canada
15. IT Italy
OVERALL
RANK
# 18
# 22
# 4
# 2
# 6
# 25
# 14
# 21
# 39
# 26
# 7
# 3
# 45
# 1
# 10
FOOD
1. IT ITALY
2. FR France
3. JP Japan
4. ES Spain
5. SG Singapore
6. TH Thailand
7. IN India
8. BR Brazil
9. MY Malaysia
10. CH Switzerland
11. DE Germany
12. VN Vietnam
13. GR Greece
14. AU Australia
OVERALL
RANK
# 10
# 9
# 4
# 14
# 16
# 26
# 29
# 31
# 43
# 2
# 11
# 59
# 27
# 5
# 6
THE CBI DIMENSIONS
TOURISM
ATTRIBUTES
ATTRACTIONS
1. JP JAPAN
2. IT Italy
3. FR France
4. US United States
5. IL Israel
7. NZ New Zealand
8. EG Egypt
9. ES Spain
10. CH Switzerland
11. AU Australia
12. PE Peru
13. IN India
14. AT Austria
15. ZA South Africa
OVERALL
RANK
# 4
# 10
# 9
# 6
# 28
# 13
# 3
# 57
# 14
# 2
# 5
# 44
# 29
# 17
# 35
VALUE FOR MONEY
1. TH THAILAND
2. US United States
3. MY Malaysia
4. AR Argentina
5. IN India
6. LA Laos
7. ID Indonesia
8. KH Cambodia
9. VN Vietnam
10. TR Turkey
11. AU Australia
12. NZ New Zealand
13. ES Spain
14. BZ Belize
15. PY Paraguay
OVERALL
RANK
# 26
# 6
# 43
# 32
# 29
# 80
# 76
# 83
# 59
# 48
# 5
# 3
# 14
# 49
# 106
THE CBI DIMENSIONS
TOURISM
ATTRIBUTES
BEACHES
1. AU AUSTRALIA
2. BR Brazil
3. US United States
4. MV Maldives
5. BS Bahamas
6. TH Thailand
7. GR Greece
8. ES Spain
9. IT Italy
10. FJ Fiji
11. MU Mauritius
12. FR France
13. ZA South Africa
14. MX Mexico
15. BB Barbados
OVERALL
RANK
# 5
# 31
# 6
# 18
# 41
# 26
# 27
# 14
# 10
# 45
# 22
# 9
# 35
# 47
# 36
NIGHTLIFE
1. US UNITED STATES
3. BR Brazil
4. ES Spain
5. FR France
6. IT Italy
7. AU Australia
8. TH Thailand
9. AR Argentina
10. DE Germany
11. JP Japan
12. NL Netherlands
13. SG Singapore
14. GR Greece
15. CN China
OVERALL
RANK
# 6
# 13
# 31
# 14
# 9
# 10
# 5
# 26
# 32
# 11
# 4
# 23
# 16
# 27
# 65
THE CBI DIMENSIONS
TOURISM
ATTRIBUTES
SHOPPING
1. US UNITED STATES
2. FR France
3. IT Italy
5. JP Japan
6. CN China
7. SG Singapore
9. TH Thailand
10. DE Germany
11. IN India
12. AR Argentina
13. AU Australia
14. ES Spain
15. CA Canada
OVERALL
RANK
# 6
# 9
# 10
# 13
# 4
# 65
# 16
# 25
# 26
# 11
# 29
# 32
# 5
# 14
# 1
THE CBI DIMENSIONS
TOURISM
EMERGING TRENDS BY THE EXPERTS
Access
for all
Fly me to...
the service
The real
thing
As travel and tourism

become more accessible to
all, tourists seek real value
and added benefits: cheaper
deals, bigger rooms, low-cost
airlines and free amenities
such as Wi-Fi.
The growing middle class

has created 700 million new
travelers from Asia and Latin
America. Likewise, travel
is becoming increasingly
common amongst Eastern
Europeans.
There is growth at both ends

of the price spectrum.
The increase in number of
budget travelers has resulted
in a boom in related shorthaul, low-cost travel.
In parallel, there is huge
growth in luxury and premium
Plane travel, particularly

short-haul, is perceived to
be deteriorating in terms
of service, with the train
becoming an increasingly
attractive and practical
option, particularly in Europe.
There is a clear difference in
perception between long- and

short-haul flights.
There is increasing demand

for more low-cost airlines and
lower budget hotels.
Standards of in-flight service

are under scrutiny, particularly
for long distance flights, e.g.
poor quality food, availability
and range of entertainment.
Travelers are looking for new

destinations, culture and food,
with authenticity now a key
decision factor. Several new
regions are benefiting, such
as South America, Eastern
Europe and the Middle East.
The trend towards thematic

and experiential travel
continues.
Travelers seek to become
immersed in a country,
and to gain local knowledge
and understanding.
Economy class air travel has

become more comfortable
as airlines update their
fleets.New hotel properties
Similarly, tourists want

unique, personal experiences
to feel that they have been
off the beaten track,
continually scrutinizing
those destinations that
ultimately prove to offer only
fauxthentic experiences.
hotels. Boutique travel and

hotels are booming.
The sophisticated traveler
seeks slow travel: cruising
has never been more popular
and luxury trains are coming
back into fashion.
seem to emphasize modernity

but retain warmth, with a
trend toward small boutiques
priced slightly below
international chain five-stars.
The Middle East is viewed

as undervalued and underpromoted, yet with significant
potential given its combination
of history, art, religion and
culture.
THE CBI DIMENSIONS
TOURISM
The echoes
of eco
Concern is growing and

increasingly widespread
over the issue of responsible
environmental management
and sustainability.
Travelers will increasingly
hold countries accountable
for their carbon footprint

and expect to see tourism
taxes contributing towards
environmental causes.
Travelers are increasingly

aware of the environmental
impact of their own travel
plans. They are willing to pay
more for green options and
demand information in order
to evaluate and choose ethical
operators.
Sustainability is becoming
tablestake rather than simply
a nice to do.
Far east fast
The huge growth in number

of Chinese tourists is visible
across the globe with the
same true for other emergent
nations such as Brazil.
In parallel, the number of
North American tourists has
decreased.
Asian tourism has

significantly increased in
SE Asia, with the majority of
visitors coming from China
and South Korea.
We see an increasing
influence of China on inbound
and outbound travel.
The emergence of the

Foreign Independent Traveler
(FIT) from Asian countries;
with increased education,
wealth and sophistication,
people now feel increasingly
confident to travel
independently rather than in

organized groups.
Short, regular
stays
A growing global reality:

young people think about
traveling more than ever
before. Many view their work
as sporadic and merely a
means to undertake a new
journey. Increasing travel
amongst this group is
unrelated to socioeconomic
status.
travel amongst middle-aged

generations is more static.
as tripadvisor.com and
TravelPost.
There is growth in travel

amongst both Baby
Boomers and Generation
Y (domestically and
internationally). Meanwhile,
Uncertainty and dynamic

lifestyles result in shorter
trips, often for weekends
rather than weeks. Increasing
reliance on search and
recommendation tools such
This growing tendency

towards short vacations is
mirrored in the trend towards
independently organized
travel
THE CBI DIMENSIONS
TOURISM
Do it yourself
Me and
my friends
Internet is now the norm,

not the exception for booking
airlines, hotels and all types
of travel needs, including
on the ground transport and
restaurant reservations.
With the high availability of

last minute accommodation
and rising self-confidence of
travelers, self catering, self
ticketing and self servicing
are becoming increasingly
common.
There is a need for tailormade tour packages that

appeal to all kinds of travelers,
available via the internet.
People are hungry for

opportunities to share,
publishing through Facebook
and Twitter, rather than simply
traveling for the experience
itself.
Geo-tagging is a new way

of sharing both experiences
and information. A good or
bad note on Foursquare
or Facebook can radically
and instantly modify the
perception of a restaurant or
a hotel.
Peer recommendation has

increasingly become more
relevant to people than expert
advice.
Even if the economy is not

at its best, consumers seem
to find a way to adjust, with
Travel agencies will need to

find new and genuine ways of
providing travel advice.
more economical forms

of travel such as budget
airlines and mid-range hotels
in destinations closer to
home. As the financial crisis
hits harder, boutique and
personalization applies as
much to four-star hotels.
Real-time use of social

media facilitates reporting of
extremely precise information.
Integrating this information is
left to the individual traveler,
researching and reviewing
content in a customized way.
BEYOND NATIONAL
BOUNDARIES
Individual governments and societies can influence the
course of a country brands developmenta fact that is
demonstrated by those countries which follow more varied
patterns across the five dimensions we measure.
Country branding is a deliberate and managed process that
reflects a high degree of planning, strategy and effortand
we see this in the sheer diversity of our rankings.
Another factor that weighs heavily on a countrys brand
strength is that of economic partnership and regional
allegiance. Considering how closely connected we all are,
limiting our scope to that of national boundaries may no
longer serve as a relevant factor in determining a country
brands potential.The development of alliances between
countries is further evidence that they may have more
to gain through forging relationships that lie well beyond
traditional geographies.
Beyond national boundaries
LATIN AMERICA
A REGION ON THE RISE
Latin America has developed a
growing sense of regional identity in
the last decade, favoring consolidation
at a time when more established
regional entities like the European
Union start to question its value.
Although the individual countries exhibit huge differences
in terms of history, economy, society and politics, there is a
strong will to build towards a shared future.
Without the need for a common currency, the commercial
interchange inside the region is growing quickly, with Brazil
as the clear leader. The common belief is that its easier to
protect a labor force if production of goods is regional rather
than global. This is partially true in Latin America, where
rejecting some of the entanglements associated with global
free trade has helped the region withstand the damage of
global economic crisis.
has traditionally been seen as much more difficult due to

perceived weaknesses around safety, economic stability and
social stratification. But two decades of relative political calm
have allowed most of the regions countries to positively and
effectively address these negative attributes.
Regarding the CBI ranking, there is a first tier of countries
leading the regioncomposed either of nations with a very
specific positioning, such as Costa Rica, or larger countries
such as Brazil, Argentina, Chile, Peru and Mexico. The stars of
Latin America are demonstrating relatively strong performance
across all five dimensions, with Chile representing the strong
growth over two years, and Brazil rising significantly as well.
A second tier of countries are those that perform relatively well
in specific metrics, e.g. Uruguay (Value System and Quality of
Life) and Panama (Good for Business and Shopping).
In a third tier we encounter two kinds of countriesthose that
polarize perceptions, like Venezuela for its political situation
or Colombia for security issues. Additionally, there are several
smaller countries in Central and South America that have yet
to create the awareness required to sustain a strong position.
In terms of country branding, the majority of the countries

in this region have been traditionally considered good
places to visit. However, planning to live in Latin America
LATIN AMERICA
RANKINGS
RANKING

MOV.
RANK.
2010 GRAL.
1. CR Costa Rica
2. BR Brazil
3. AR Argentina
4. CL Chile
5. PE Peru
6. MX Mexico
7. UY Uruguay
8. DO Dominican Republic
9. CU Cuba
10. PA Panama
11. EC Ecuador
12. GT Guatemala
13. VE Venezuela
14. CO Colombia
15. HN Honduras
16. BO Bolivia
17. NI Nicaragua
18. PY Paraguay
19. SV El Salvador
3
10
1
6
3
1
3
17
6
0
1
5
7
4
N/A
N/A
2
N/A
4
# 24
# 31
# 32
# 34
# 44
# 47
# 50
# 55
# 56
# 67
# 75
# 81
# 84
# 89
# 90
# 96
# 100
# 106
# 109
BRICS: A FAMILY OF DIVERGENT

COUNTRY BRANDS
BRICS is an international categorization
comprised of Brazil, Russia, India,
China and South Africa. Together,
these nations represent roughly onethird of the worlds population and are
categorized by their ability to influence
global affairs and economics.
But while these emerging economies share much in common,
they differ greatly in brand strength: an indicator that true
prosperity is a multifaceted ideal.
In 2010, we speculated that the nations comprising this group
had a long journey ahead of them improving perceptions of
a less-than-favorable business climate. Over the past year,
however, every BRICS nation with the exception of China has
improved in overall rank for the Good for Business dimension,
particularly Brazil.
India leads the BRICS in overall country brand perception,
but Brazil is the rising star in the pack. Following successful
bids to host the 2014 FIFA World Cup and 2016 Olympic
Games, the countrys overall CBI ranking has jumped ten
places, making it a rising star in the index overall.
Strong growth and high interest rates have made Brazil

attractive to foreign investors, while capital inflows over the
past year have contributed to a rapid appreciation of the Real.
Unlike China, Brazil has also managed to improve perceptions
in other dimensions of brand strength, particularly Tourism,
which increased thirty places this year. In fact, Brazil improved
in every single HDM measure for 2011.
China, on the other hand, continues to decline in perception
despite its important role in the global economy. Overall,
the country ranks sixty-fivedown nine places since last
year due in part to declining scores in Investment Climate,
Skilled Workforce, Regulatory Environment and Advanced
Technology.
Simply put, China Inc. has arrived. As the second largest
economy todayand one likely to displace the United States
in a short decadethe worlds most populous nation is now
among the richest. The numbers behind its rise are startling:
with tenfold GDP growth since 1978, China is the worlds
largest exporter, represents the largest automobile market and
has four of the worlds top ten companies. It has a labor force
of over 800 million people and a literacy rate of 91.6%as
well as more imports in iron ore, copper and crude oil than
any other sovereign power.
BRICS: A FAMILY OF DIVERGENT

COUNTRY BRANDS
From a brand standpoint, however, China is yet to match
the strength of its economy. While the country shows steady
improvements in key measures such as Awareness
particularly in light of the 2008 Beijing Olympicsit is
declining in most other brand measures. Advocacy seems
to present challenges, with a steady drop in the ranking over
consecutive years indicating that the experience of visiting
may not meet the high expectations of business and leisure
travelers.
Brand China suffers most when it comes to Value System,

ranked ninety-nine overall for the dimension and not ranking
below ninety-nine in Political Freedom, Environmental
Friendliness, Tolerance or Freedom of Speech. It is apparent
that perceptions around China are particularly affected by
criticisms of its human rights record and uncomfortably high
ranking on the Human Rights Risk Atlas, which puts it in the
company of Somalia and Afghanistan when it comes to civil,
political and labor rights and Iran and Myanmar on Freedom
of Speech.
BRICS
RANKINGS
RANKING

1. IN India
2. BR Brazil
3. ZA South Africa
4. CN China
5. RU Russia
MOV.
RANK.
2010 GRAL.
6
10
4
9
1
# 29
# 31
# 35
# 65
# 82
MENA: THE EFFECTS

OF THE ARAB SPRING
The Middle East and North Africa
(MENA) is a region of largely
underdeveloped country brands, even
though it holds a number of iconic
destinations, historic landmarks and
cultural icons.
At first glance, this years rankings hold little in the way of
surprise: the United Arab Emirates and Israel continue to take
top spots, and across the region. Quality of Life and Good for
Business remain the strongest performing dimensions.
But this was a landmark year in MENA, beginning on
December 18, 2010 and including revolutions in Tunisia
and Egypt; civil war in Libya; uprisings in Bahrain, Syria and
Yemen; major protests in Israel, Algeria, Iraq, Jordan, Morocco
and Oman; and minor demonstrations in Kuwait, Lebanon,
Saudi Arabia and Sudan. In short, the Arab Spring is the
single largest wave of citizen-owned protest the region has
known.
Importantly, these protests relied on social media to organize
and communicate, drawing attention to state attempts at
repression and censorship in the process. This underscored

the importance of freedom of speech and the unhindered flow
of information in all nations.
Naturally, the result has meant sea changefor the region
and for the world.
Collectively, MENA brands have suffered declining perceptions
in Value System and Quality of Life this year. Considering that
the Arab Spring protests were largely fueled by difficult living
conditions, massive unemployment, restricted civil liberties
and widespread political corruption, this comes as no surprise.
Within Quality of Life, Safety is an attribute that has fallen for
every MENA country brand except the UAE and Algeria. Libya,
Bahrain, Tunisia and Syria have declined the most among that
group. Perceptions around Political Freedom and Freedom of
Speech in MENA countries also fellin Bahrain particularly
leading to a forty-three-place drop in the Value System
dimension overall for that nation.
Libya has also seen a decline overall this year, six places
to 110. Under Muammar Qaddafis reign, the nation
struggled with perception across attributes. This years drop
is undoubtedly a reflection of the mass uncertainty caused
by the Arab Spring and the subsequent uprising against his
MENA: THE EFFECTS

OF THE ARAB SPRING
regime, ultimately leading to his death. Today, the government
has been replaced by the emerging National Transitional
Council.
The Arab Springs impact on the Good for Business dimension
has also been significant, indicating that when fundamental
components of a countrys brandlike Quality of Life
and Value Systemare jeopardized, that nations ability to
contribute to the global economy also declines.
For example, in 2010, Bahrain was particularly strong in
Good for Business and ranked twenty-third for the dimension
overall. Over the course of the past year, it moved down to
fiftieth place, in large part because of declining perceptions

around Investment Climate, Regulatory Environment and
Skilled Workforce. Syria, Tunisia and Libya all suffered
declines in Good for Business and are now considered very
weak within the dimension.
While the impact of the Arab Spring is ongoing, it is inevitable
that this massive sociopolitical event will have enormous
bearing on brand perception over the coming years, and
in turn, on economic viability. New democracies present
countless opportunities for nations to elevate their standing in
Value System and Quality of Life, especially.
MENA
RANKINGS
RANKING

MOV.
RANK.
2010 GRAL.

2. IL Israel
3. EG Egypt
4. OM Oman
5. MA Morocco
6. LB Lebanon
7. SA Saudi Arabia
8. JO Jordan
9. QA Qatar
10. DZ Algeria
11. SY Syria
12. BH Bahrain
13. TN Tunisia
14. LY Libya
3
2
1
1
2
8
0
4
2
15
5
14
15
6
# 25
# 28
# 57
# 58
# 62
# 63
# 69
# 71
# 72
# 85
# 92
# 94
# 98
# 110
APAC: A JUXTAPOSITION
OF CULTURE AND COMMERCE
Asia Pacific is home to three of the
worlds strongest performing brands
and three of its weakestreflecting
the significant geographic reach
of the region and sheer diversity of
its member nations stretching from
Oceania to westernmost Asia.
Additionally, it is home to several powerhouse economies, both
established and emergingChina and Japan being leaders on
that list.
New Zealand, Japan and Australia are among the worlds
strongest, most differentiated brands, but Singapore, Maldives,
Thailand and India also represent a second tier of strong
country brands within the region. Performing particularly well
in Tourism and Good for Business, these nations are home
to great beaches and resorts, as well as favorable investment
climates and powerhouse economies.
Tourism and Heritage and Culture remain Asia Pacifics
strongest association dimensions this year. The region offers
a wealth of attractions, and consistently performs well in
attributes related to value, historic sites, cultural venues and
food.
From Angkor Wat in Cambodia and the Taj Mahal in India to
the bustling cities of Sydney, Singapore, Hong Kong and Tokyo,
APAC has countless cultural assets to its credit.
Especially in the dimension Heritage and Culture, this years
APAC rankings offer few surprises. Yet overall, there are a
number of countries in Asia Pacific experiencing decline
proving that consistent brand management and competitive
brand management are not the same thing. While consistency
has served many country brands well, in todays volatile and
highly transparent media climates, its important for brands to
stay flexible and fresh.
While Laos and Cambodia represent two of the worlds
weaker performing brandsranking eightieth and eightythird respectivelythey are two rising stars in the region. For
Cambodia, Familiarity and Consideration are up ten places and
actual visitation to the country is up eight. Cambodias Good
for Business, Value System and Quality of Life dimensions all
suffered significant declinesparticularly where Education
System, Healthcare System, Standard of Living and Political
Freedom are concerned. But its clear that respondents werent
deterred from traveling to Cambodia, ranking it fifteen places
higher overall for Tourism, and a very impressive fifty-three
places higher for Attractions.
APAC: A JUXTAPOSITION
OF CULTURE AND COMMERCE
The Philippines experienced the biggest decline in the
region overall again this year, dropping twenty-nine places in
2010 and another thirteen this yearperhaps due in part to
continuing unrest in the south. The country still suffers weak
rankings for History, Art and Culture, Authenticity, Safety,
Environmental Friendliness and Stable Legal Environment but
did see positive perceptual gains in its Investment Climate and
Healthcare System.
APACs three weakest overall performersBangladesh at 107,

Iran at 111, and Pakistan at 113perform weakly across all
five dimensions.
APAC
RANKINGS
RANKING

MOV.
RANK.
2010 GRAL.
1. NZ New Zealand
2. JP Japan
3. AU Australia
4. SG Singapore
5. MV Maldives
6. TH Thailand
7. IN India
8. KR South Korea
9. MY Malaysia
10. FJ Fiji
11. VN Vietnam
12. NP Nepal
13. CN China
14. ID Indonesia
15. PH Philippines
16. LA Laos
17. KH Cambodia
18. BD Bangladesh
19. IR Iran
20. PK Pakistan
0
2
3
1
2
0
6
2
1
6
4
2
9
4
13
8
7
5
2
5
# 3
# 4
# 5
# 16
# 18
# 26
# 29
# 42
# 43
# 45
# 59
# 61
# 65
# 76
# 78
# 80
# 83
# 107
# 111
# 113
EUROPE:
A REGION IN TURMOIL
Europe is home to a large number
of strong country brands, especially
relative to other regional groupings.
Sixteen out of the thirty-three nations that we evaluate in
Europe rank at thirty or below in the overall index, and half of
our top ten reside in this region. Value System is consistently
the strongest performing dimension, especially among the
Scandinavian countries, as noted elsewhere in the CBI.
There are a number of declining brands in Europe, however:
including Greece, the United Kingdom, Ireland France and
Portugal.
While sovereign debt increases have been most pronounced in
only a few Eurozone countries, they have become a perceived
problem for the area as a whole. As early as 2010, concern
about rising government debt levels in Europe manifested
themselves in financial markets, and a wave of downgrades
created significant downturns economically in 2011.
Not surprisingly, the majority of European nations (nineteen
out of thirty) experienced declines in Job Opportunity this
year, especially Spain, Greece, Portugal, Croatia and Cyprus.
In keeping with the regions troubled perceptions around the
economy, Regulatory Environment has also seen significant
declines for countries across Europe.
Greece has been at the center of much of this years economic

news out of Europe. The nation has fallen five places in
the index this year, to twenty-seven overall. While Awareness,
Preference and Consideration remain strong, perceptions
around the countrys quality of life and economic climate have
weakened considerably. Investment Climate is down nineteen
ranks, Regulatory down twenty-three, and Skilled Workforce
down elevenundoubtedly a result of the highly publicized
protests surrounding the nations economic downturn and mass
unemployment. That said, Greece is still considered a strong
destination for Tourism and Heritage and Culture, with only
Value for Money suffering a significant decline within those
dimensions.
The biggest rising star in the region as well as in the entire CBI
is Estonia, with a twenty-three place leap overall and significant
improvement across every dimension. In Good for Business,
Quality of Life and Value System, the country ranks high
especially where Education System, Safety and Environmental
Friendliness are concerned. Importantly, Estonia adopted the
Euro on January 1, 2011, becoming the seventeenth Eurozone
member state. Paired with the highest GDP among the former
Soviet republics, this could easily be an indicator of great things
to come.
EUROPE
RANKINGS
RANKING

MOV.
RANK.
2010 GRAL.
1. CH Switzerland
2. SE Sweden
3. FI Finland
4. FR France
5. IT Italy
6. DE Germany
7. NO Norway
9. ES Spain
10. DK Denmark
11. AT Austria
12. IS Iceland
13. IE Ireland
14. NL Netherlands
15. GR Greece
16. PT Portugal
17. BE Belgium
19. HR Croatia
20. CY Cyprus
21. TR Turkey
22. MT Malta
23. SI Slovenia
24. HU Hungary
25. EE Estonia
26. BG Bulgaria
27. AL Albania
28. SK Slovakia
29. PL Poland
30. RU Russia
31. RS Serbia
32. RO Romania
33. UA Ukraine
3
3
0
2
2
0
1
4
0
4
3
5
3
2
5
1
1
5
9
1
7
13
2
6
23
6
12
5
3
1
13
9
6
# 2
# 7
# 8
# 9
# 10
# 11
# 12
# 13
# 14
# 15
# 17
# 19
# 20
# 23
# 27
# 30
# 33
# 38
# 40
# 46
# 48
# 51
# 52
# 60
# 66
# 70
# 73
# 74
# 79
# 82
# 97
# 101
# 105
AFRICA: A STRUGGLE
TO ESTABLISH BRAND STRENGTH
For the past seven years, almost every
African nation has under-performed
across all measures of the CBI.
The vast differences in the continents
geography, peoples, cultures and
economies cant be underestimated
nor can the lingering effect of historical
and cultural issues that transcend
borders.
The devastating impact of disease, malnutrition, AIDS, civil
unrest and war, alongside a burgeoning population and poor
capital infrastructure, means that African country brands face
a startling disadvantage.
Africas strengths are tiered, with its highest ranked nations
performing best in the Tourism dimension. Mauritius is the
regions leading country brand and ranked among the top
twenty-five in this years index, leveraging its reputation as a
beach destination. Underscoring this association, Mauritius
ranks second in the Resort and Lodging Options attribute.
South Africa is second in the region and twenty-ninth overall
in Tourismin large part because of the countrys successful
efforts to attract and host Africas first FIFA World Cup in 2010.
The next clear tier of competitive African country brands

includes Egypt, Morocco, Namibia, Botswana, Tanzania and
Kenya, all performing well in both Tourism and Heritage and
Culture. Interestingly, Namibia ranks moderately well and
fairly consistently across measures of brand strength, ranking
higher than Egypt and coming in at an impressive thirty-seven
in the index overall. Egypt remains a strong tourist destination
in the region, however, and has risen to the top spot for History
and leads Africa in Attractions.
It is important to mention that fifteen out of the twenty-three
African countries evaluated have weak or very weak standings
overall and are ranked at eighty-five or below. This year,
Zimbabwe moved up one spot from its position at the bottom
in 2010. Like many of its counterparts in the bottom ten,
Zimbabwe has suffered from over a decade of political and
economic turmoil, has a poor human rights record and is
known to have some of the most severe restrictions on press
freedom in the world.
A continuing issue for the world is to help Africa realize
its full potential and for African leadership to undertake a
concerted effort in communicating their vision and countless
opportunities for growth. From the Arabic and Islamic north
to the central and southern continental nations, the challenge
of educating a growing population and raising the standard of
living is directly related to governments ability to establish the
rule of law, civil liberties and anti-corruption practices.
AFRICA
RANKINGS
RANKING

1. MU Mauritius
2. ZA South Africa
3. NA Namibia
4. BW Botswana
5. EG Egypt
6. MA Morocco
7. TZ Tanzania
8. KE Kenya
9. DZ Algeria
10. SL Sierra Leone
11. CM Cameroon
12. MZ Mozambique
13. GH Ghana
14. SD Sudan
15. ET Ethiopia
16. TN Tunisia
17. UG Uganda
18. RW Rwanda
19. CG Congo
20. SN Senegal
21. NG Nigeria
22. LY Libya
23. ZW Zimbabwe
MOV.
RANK.
2010 GRAL.
1
4
1
2
1
2
5
9
15
8
10
7
13
8
1
15
8
9
4
1
2
6
2
# 22
# 35
# 37
# 53
# 57
# 62
# 68
# 77
# 85
# 86
# 87
# 88
# 91
# 93
# 95
# 98
# 99
# 102
# 103
# 104
# 108
# 110
# 112
FULL LIST OF COUNTRIES

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

N/A
13
5
8
14
1

N/A
13
15
8
2
9
9
4
1
6

N/A
5
2
4
6
2
2
5
LOOKING TO 2012
Country brand strength

has a tangible impact on
peoples lives.
Whether a countrys brand creates
economic opportunity through investment
and tourism, or supports a national rally cry
to unite citizens, it is an asset that must be
managed and measured.
The strategic development of country
brands and their marketing has become
big business and will undoubtedly continue
to fuel economic growth in the years to
come. For that reason, governments and
LOOKING TO 2012
private enterprises must discuss and evaluate a countrys
brand carefully and continually. In times of economic
uncertainty, a countrys brand is an asset that can unite
government and business alike to encourage travel, trade
and tourism.
Presidential elections in the United States will undoubtedly

impact political confidence and create new opportunities for
media coverage.
The European Football Cup in Poland and Ukraine should
offer a unique chance for both nations to highlight their
respective cultures, histories and tourism appeal.
The nations of the Middle East and North Africa that have
recently changed their governments and harnessed the power
of their citizenry may now have the challenge of transferring
that energy and openness into investment and tourism.
Asia Pacific will continue to grow regionally as infrastructure
of travel and tourism expands to meet increased regional
demand.
A brand that is well managed creates efficiencies in capital

and resources. When aligned with a strategic vision, it can
help maximize the impact of competitive communications.
Similarly, Latin America will benefit from developments

in infrastructure and inter-regional tourism, signaling growth
and popularity.
The CBI is not a predictive tool, but a benchmark for success

and an indicator of what combination of elements effectively
support strong country brands. In 2012, there are clear
opportunities for growth in several nations and regions,
including:
The United Kingdom should look to leverage the London
Olympics to help its overall score.
And finally, in Europe the challenges of the economic

crisis will continue to influence confidence and appeal for
business and consumers. In parallel, the political infrastructure
and values of the European Community will be tested across
a number of nations that may see declining brand strength
scores in the index if they fail to respond to new challenges.
EXPERTS AND OPINION FORMERS

Pauline Abadie, Singapore
airline, Air Hostess, France
James Abbott,
Strategy Council for Weber
Shandwick, Australia
Soledad Aguado,
Editorial Director, Revista
Huspedes, Argentina
Felipe Aldunate,
Amrica Economa, Chile
Jorge Arias, Konrad Adenauer
Foundation, Argentina
Nicholas Ashill, Marketing
Professor and Department
Head, American University
of Sharjah, UAE
Ashish Banerjee,
Vice President, Brand
(Commercial), DU, Dubai,
UAE
Jesus Blanco, CEO, Emicom
Media Ltd., Dubai, UAE
Sylvain Bosc, CORSAIRFLY
Marketing and Network
Director, France
Ken Boundy, Principal,
The Insight and Strategy
Group, Singapore
David Bowser,
Senior Consultant of
Strategy & Public Policy
at The Nous Group and
Cogitatio, Australia
Alejandro Carbon,
Vice President of Corporate
Development, Majid Al
Futtain, Dubai, UAE
Gary Caulfield, Creative
Director, Ogilvy Jakarta,
Singapore
Clarke L. Caywood, Ph.D.,
Professor, Northwestern
Univ., Evanston IL, US
Alexander Chan,
Senior Vice President,
Strategy and Business
Development, Citi Asia
Pacific, China
Qinnie Chan,
Runway Model, China
Jonathan Cheung,
Manager - Asia Pacific
Financial Analysis, RS
Components, China
Anthony Choi, Managing
Director, Van Klaren, Board
Member of Zhejiang HK
Association, China
Aureliano Cicala, Alitalia, Italy
Camilo Concha, President

of Smart Media, Colombia
Nathalie Dalle, Lufthansa
Sales Coordinator, France
Chen Deng Chao, Senior IT
Manager, China Mobile,
China
Alberto Desimone, Strategic
partner of Aerolneas
Argentinas, Argentina
Alejandro Daz, Amcham
Executive Director, Argentina
Marina Diniz,
International DJ, Brasil
Fraser Dinnis, Managing
Partner, Trevose Capital Pte
Ltd, Singapore
Paulo Roberto Domingues
de Faria, Professor at ESPM
University and Entrepreneur
in Real State industry, Brasil
Coca Edwards, Adimark, Chile
Sergio Estrada, VP Citibank
Bogot, Colombia
Jody Evans, Senior Lecturer
at Melbourne Business
School and Board Member
of Public Galleries
Association of Victoria,
Australia
Ian Ewart, SVP Markting,
RBS Wealth, UK
Marina Ferriani,
Comercial Director at
Amarello Magazine, Brasil
Mila Fiorese, International
Marketing Manager at BRF
Brasil Foods, Brasil
Peter Flamman, General
Manager Northern Europe
at Turner Broadcasting
System EMEA, UK
James Frost, Head of Loyalty,
Nectar, UK
Helen Graney, Managing
Director of Jack Morton,
Australia
Waldinei Guimaraes, Market
Intelligence Manager
at Netshoes, Brasil
Estefnia Guimares,
Intercultural advisor with
focus in Diversity for Global
Line company, Brasil
Ben Hartman, Head of
Personalities and Athletes
at Octagon, Australia
Alfredo Hasbn,
Air Canada, Chile
Carly Herrig, Head of
Corporate at Weber
Dong Hong Gang, famous Kun
Qu Operaactor, China
Ricardo Huancaruna,
Altomayo, Per
Sean Hughes, Senior Financial
Advisor for GT Group and
Chairman of Grand Hyatt
Hotel Group, Australia
Matt Jones, Senior Vice
President of Strategy &
Creative at Jack Morton,
Australia
Andrew Kefford,
President (Asia Pacific),
Results International Group,
Singapore
Brian Kelly, Founder,
The Points Guy, Miami, US
Sheikha Lubna bint Khalid Al
Qasimi, Her Excellency,
UAEs Minister of Foreign
Trade, UAE
Anna Klingmann, M.Arch,
Ph.D, Principal, Klingmann
Architects & Brand
Consultants, New York, US
Maite de La Torre Campo,
Director and Tourism
Counselor for the Spanish
Office Tourism in Paris,
France
Shalini Lalwani, Market
Research Consultant,
Singapore
EXPERTS AND OPINION FORMERS

Carmen Lau, Head of
Business HR, Global
Services Sales, Nokia, China
Federico Leonhardt,
Entrepreneur in Real State
industry, Argentina
Marc Levy, Director at Right
Lane Consulting, Australia
David T.C. Lie SBS, OM, JP,
Honorary Consul of The
Hashemite Kingdom of
Jordon in HKSAR, Chairman
& CEO, Newpower Group,
China
David Liu, Managing Director,
Weber Shandwick China
Julienne Loh, Vice President
and Country Manager,
MasterCard Worldwide,
Singapore
Helen Lpez,
Axia Manager, Colombia
Ermelinda Mascia,
Alitalia, Italy
Ignacio Masas, Andean
Experience / Inkaterra, Per
Servane Monot, Air France
Air Hostess, France
Felipe Muoz,
DAS Director, Colombia
Chris Murchison, Senior
Director, JLT Asia, Singapore
Freddy Neira, Centro

Internacional de Estudios
Tursticos de Chile
Sandra Ng, Director of
Human Resources,
JW Marriot HK, China
Sean Nicholls,
Managing Director of
Octagon, Australia
Rossitza Ohridska Olson,
President, Vizantia
Enterprises inc, Florida, US
Dr. Dougald Oreilly,
School of Archaeology and
Anthropology,The Australian
National University,
Singapore
Kivanc Ozdemir,
Corporate Marketing
& Distribution Manager,
The Marmara Collection,
New York & Istanbul, US
Marco Palacio,
Former President of the
Argentine Chamber
of Tourism, Argentina
Ornella Pascucci, RobinTour
Milano, Italy
Fernando Pastor, Kuna, Per
Graham Pearce,
Editor-in-Chief, Viva Asia
Magazine, Singapore
Alfredo Pinillos, Patronato

Huacas de Moche, Per
Armando Politi,
Country Brand Manager
Techint, Colombia
Lisa Popplewell,
Vice President and General
Manager of Weber
Creel Price, Accelerate
Global Entrepreneur,
Philanthropist and Chairman
of Global Ethics Australia
Tania Purcell, Managing
Director of Kidpreneur
Foundation, Australia
Mike Putman,
Founder, Growth Strategy
& E-commerce Specialist,
Travel Team Consulting, US
Eulalia Queralt,
Marketing Executive for
the Spanish Office Tourism
in Paris, France
Doris Quispe,
Hotels Manager, Colombia
Pablo Ramrez,
Horwath HTL Chile / DTS
Consultores, Chile
Nick Rees, Country Manager
Singapore & Brunei,
Emirates Airlines, Singapore
David Richelsoph,
US Embassy, Cambodia,
Singapore
Ral Rivera, TNX / Author
of Nuestra Hora, Chile
Christopher Ruane,
Growth Strategist, Flare
Innovation, Singapore
Ian Rumsby, Chairman
of Weber Shandwick,
Australia
Mara Seminario,
Tourist consultant, Per
Prasad Shinde,
Senior Vice President,
Synovate, Singapore
Richard Shrapnel, Head of
Advisory at Pitchers
Partners Australia
Alberto Sobredo,
Unilever / Icare, Chile
Carolina Solanilla,
Red Bull Regional
Manager, Colombia
Wes Sonnenreich, Chief
Science and Technology
Officer for Sirius Minerals,
Australia
Miguel Stuart Milde, Real
Estate Broker, Argentina
Yan Su, Vice-President.
Union Travel, China
Georg Toufar, Director

European Marketing
& Sales, Member of the
Executive Committee
at Mundipharma
International, UK
Jacquelynne Willcox, Senior
Strategic Council for Weber
Drew Williams, Corporate
Advisor for Aragon Capital
and Director of Ausanda
Communications, Australia
Danielle Young,
Policy and projects
manager, RICS, China
Gonzalo Zegarra, SE, Per
Li Zhi, Marketing Director,
Luxtrip, China
Elton Zuccon, Manager
at Sabesp, Brasil
SECONDARY SOURCES
AccuWeather.com
Adbusters.org
Agencia Nacional de Polica
Japonesa
BBC News
Bloombergbusinessweek.com
CBS News
CNN
CNNMoney.com
CNNtech.com
Daily Mail
Environmental
Performance Index
Financial Times
Freedom House: Freedom
in the World Report
hoy.es
Index of Economic Freedom
International Organization
for Standarization
International
Telecommunication Union
(ITU)
Japan Ministry of Justice

and JNTO
lanacion.com.ar
Le Monde diplomatique
Los Angeles Times
NPR
Petro China
Reuters
Standard & Poors
The CIA World Factbook
The Economist
The Guardian, UK
The Huffington Post
The Irish Times
The New York Times
The Telegraph, UK
The Wall Street Journal
The Washington Post
UN agency for information
and communication
technologies
UN Human Development
Reports
UNESCO
Visit Britain
World Bank Doing
Business Index
World Economic Forum
World Governance Index:
Governance Matters
World Travel
& Tourism Council
Yahoo News
THE 2011-2012 CBI EDITORIAL TEAM

GENERAL DIRECTION
Chris Nurko
EDITORIAL DIRECTION
Gustavo Koniszczer
CONTENT DIRECTION
Victoria Berry
CONTENT DEVELOPMENT
NEW YORK
Daniel Rosentreter
Veronique Bergeron
Naz Damla Altan
CONTENT DEVELOPMENT
BUENOS AIRES
Laura Alfano
Andrea Corno
Mara Eugenia Piacentini
CONTENT DEVELOPMENT
LONDON
Tom Adams
DESIGN / BUENOS AIRES
Ileana Coppoli
Guillermo Altube
Javier Bulacio
Brbara Medici
COORDINATION
Fabiana Bisso
ABOUT FUTUREBRAND
FutureBrand is a global brand and innovation consultancy with
24 offices around the world. We bring together diverse national
identities, histories and experiences. As a company, we share a
simple belief: the future does not happen to us, we create it.
We have been pioneers in country and destination branding for
more than a decade, working with Australia, Argentina, Peru,
Singapore, Mexico, Saint Lucia, Dubai and Qatar, to name a
few, as well as shaping a number of country-branded export
productsincluding flag carrier airlinesand helping to brand
cities, regions and major national corporations.
www.futurebrand.com
CONTACT
For more information about the Country Brand Index,
marketing seminars or FutureBrands services; or to
purchase customized data, please contact:
Patrick Smith
CEO, FutureBrand Worldwide
psmith@futurebrand.com
Christopher Nurko
Global Chairman, FutureBrand Worldwide
cnurko@futurebrand.com
Tom Adams
Chief Digital Officer, FutureBrand Worldwide
tadams@futurebrand.com
Gustavo Koniszczer
Managing Director, Spanish Latin America
koni@futurebrand.com
Mindy Sabella
Director of Business Development,
FutureBrand North America
msabella@futurebrand.com
Victoria Berry
Senior Strategist, FutureBrand North America
vberry@futurebrand.com
Jack Arrowsmith
Business Development & Marketing Manager,
FutureBrand London
jarrowsmith@futurebrand.com

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Welcome to the seventh annual

FutureBrand Country Brand Index

All rights reserved.

WHAT MAKES A STRONG

At FutureBrand, we assess the

3. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

connection with a ripple effect, encouraging others around the

Like any brand, a country brand must be consistent across

All rights reserved.

CONTENTS OF THE 2011-2012 CBI

CO-CREATING A GLOBAL PERSPECTIVE

THE 2011-2012 TOP TEN

4. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

THE CBI DIMENSIONS

BEYOND NATIONAL BOUNDARIES

FULL LIST OF COUNTRIES

EXPERTS AND OPINION-FORMERS

CBI EDITORIAL TEAM

All rights reserved.

WHY DOES COUNTRY

COUNTRIES ARE BRANDS THAT NEED MANAGING

Today, the term brand isnt simply

5. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

All rights reserved.

WHY DOES COUNTRY

Throughout history, countries have managed their brand as

6. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

nation-building, as well as to create strong differentiation

This is true for the United States as well, which constructed

All rights reserved.

WHY DOES COUNTRY

attractiveness for investment as well as tourism, and can

COUNTRY BRANDS ARE MORE THAN JUST TOURISM

Country branding is a vital element in both domestic and

7. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

As we review our list of countries and their relative strengths

All rights reserved.

8. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

All rights reserved.

Between July 18 and July 27, 2011,

around the world. These experts participated in deep dive

Our third source leveraged crowd-sourcing

All rights reserved.

10. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

All rights reserved.

CO-CREATING A GLOBAL PERSPECTIVE

Social technologies have multiplied

11. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

All rights reserved.

CO-CREATING A GLOBAL PERSPECTIVE

Word cloud of the most important

The discussions were unprompted, allowing each expert to

12. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

and Heritage and Culture and reinforce the importance of

All rights reserved.

At the heart of everything weve

And when a government and population respect tradition

From there, a government that understands how to marshal

13. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

All rights reserved.

THE 2011-2012 TOP TEN

THE 2011-2012 Top Ten

THE STRONGEST COUNTRY BRANDS