Future Brand Index 2011-2012

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 country’s brand powerful and unique.

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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 factors—the aspects that truly differentiate a country brand—are 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 people’s 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.

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CONTENTS OF THE 2011-2012 CBI WHY DOES COUNTRY BRANDING MATTER?

5

A WORLD OF AUDIENCES

8

OUR METHODOLOGY

9

CO-CREATING A GLOBAL PERSPECTIVE

11

WHAT’S 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

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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

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INTRODUCTION

WHY DOES COUNTRY BRANDING MATTER?

COUNTRIES ARE BRANDS THAT NEED MANAGING

Today, the term «brand» isn’t simply a descriptor for consumer goods: it includes products, services, places and experiences, and how they’re marketed to audience groups to create familiarity and favorability.

Brand is an asset that represents the sum total of the associations that influence preference—and 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.

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INTRODUCTION

WHY DOES COUNTRY BRANDING MATTER? By continually measuring the perceptions of a country brand’s audience, from business professionals to global travelers, we can begin to understand the impact that news events, cultural undertakings—and even a country’s own marketing efforts—have on an individual’s decision to choose that nation over another. That can include a decision to invest, visit, emigrate, work, study, consume that country’s goods or become interested in its culture. In short, a choice to let one country play a significant role in our lives and livelihood.

What’s more, country brands are constantly compared to their competitors—namely, other countries—and need to be continually assessed in relative terms by their owners.

In looking for patterns or evidence of relative strength, a country’s brand leadership—in the form of its citizens, communities, governments and business leaders—can better understand how to leverage its assets for the benefit of everyone involved.

It’s 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

6. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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 identity—and 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

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INTRODUCTION

WHY DOES COUNTRY BRANDING MATTER? and a pioneering spirit—values that still drive many to live and work in the United States today.

A nation’s primary goal should be to succinctly capture its narrative and assets for internal and external audiences to identify and support the nation’s purpose. Although branding is a modern coinage, born from advertising and marketing in the twentieth century, a country’s 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 nation’s branding and the branding of a nation’s goods. The ability to legally use terms of authenticity around regional origin allows for protection against counterfeiting, false advertising and misleading sales messages. That’s where the business of branding meets the assets of a country’s 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 nation’s

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As we review our list of countries and their relative strengths for the 2011-2012 CBI, it’s worth keeping in mind that a country’s 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 year’s 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.

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INTRODUCTION

A WORLD OF AUDIENCES In the past, country brands were primarily associated with travel and tourism.

A country’s 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 country’s 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 today’s brands. For that reason, a brand’s image needs to be reconfirmed daily and across multiple touchpoints. Because a country, its leaders, companies and people are scrutinized constantly, it’s vital that a country brand be clearly defined, broadly aligned and continually assessed in all the decision-making dimensions measured by FutureBrand’s CBI. In so doing, the stakeholders of a country’s brand can more accurately manage and shape their image.

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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 9. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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.

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INTRODUCTION

OUR METHODOLOGY We use FutureBrand’s proprietary Hierarchical Decision model (HDM) to determine how key audiences—including residents, investors, tourists and foreign governments—relate to a country brand, from mere awareness to full advocacy.

1

AWARENESS: Do key audiences know that the country exists?

How top-of-mind is it?

2

FAMILIARITY: How well do people know the country and its offerings?

3

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.

10. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

4

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 country’s relative performance and progress. In short, the HDM takes seven areas into consideration:

5

CONSIDERATION: Is the country considered for a visit?

What about for investment or to acquire or consume its products?

6

DECISION / VISITATION: To what extent do people follow through and visit the country or establish a commercial relation?

7

ADVOCACY: Do visitors recommend the country to family, friends and colleagues?

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INTRODUCTION

CO-CREATING A GLOBAL PERSPECTIVE

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 year’s 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 year’s 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.

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INTRODUCTION

CO-CREATING A GLOBAL PERSPECTIVE Each expert was able to submit feedback on and develop ideas that have informed many of the insights and qualitative findings in this year’s 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

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and Heritage and Culture and reinforce the importance of a country’s population as its most powerful brand assets.

Identity—from 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 year’s index. These were led by the downgrading of the United States’ economy—a major shock to the global financial system, particularly in the wake of China’s emergence as the world’s second largest economy, and perhaps a factor in the United States’ continued drop in the rankings from 2009.

Other major events—like 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 year’s shifting rankings—particularly for the United Kingdom and Japan—demonstrate that being in the news can correlate to changing brand strength, even if the results are sometimes counterintuitive.

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INTRODUCTION

WHAT’S AT STAKE?

At the heart of everything we’ve 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 nation’s 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 country’s assets. Finally, when an international audience begins to validate all that a country’s 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, we’re pleased to present the top ten country brands for the year 2011.

From there, a government that understands how to marshal and optimize a nation’s natural resources while remaining open and entrepreneurial is more likely to set-out on a positive economic course.

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THE 2011-2012 TOP TEN 1. CA Canada 2. CH Switzerland 3. NZ New Zealand

3 0

4. JP Japan

2

5. AU Australia

3

6. US United States

2

7. SE Sweden

3

8. FI Finland

0

9. FR France

2

10. IT Italy 14. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

0

2 Š All rights reserved.

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 dimension—proving that consistency is more important than specialty focus.

But Canada’s 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 Canada’s treatment of the Vancouver 2010 Winter Olympics, where the event was used

15. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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 country’s 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 History—not 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 years—shrinking 0.4% in the second quarter of 2011—and consumer confidence drops—a change that correlates to a slight fall in Canada’s Good for Business score.

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THE 2011-2012 Top Ten

THE STRONGEST COUNTRY BRANDS The United Kingdom leaves the top ten For the first time since the CBI’s founding, the United Kingdom does not appear in the top ten, capping off a two-year downward trend for the country’s 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 Kingdom’s brand is something of a paradox.

For example, tourism represents nearly 10% of the country’s 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 places—a counter-intuitive outcome in light of the focus on London’s heritage sites during April’s festivities. And while our research study preceded nationwide urban rioting and subsequent

16. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

«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.

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THE 2011-2012 Top Ten

THE STRONGEST COUNTRY BRANDS 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 world’s 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 Zealand’s 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 dimension—falling three places to eighteenth position—perhaps correlating to increasingly high housing prices, rising household debts and

17. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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 country’s 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 Switzerland’s 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 world’s 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.

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THE 2011-2012 Top Ten

THE STRONGEST COUNTRY BRANDS 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, Europe’s 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 Sweden’s 6.4% annual growth in the first quarter of 2011, falling unemployment and public debt below 40% of GDP—the reverse of most of its counterparts in the top ten. Part of this economic success relates to Sweden’s established manufacturing base, as well as strong exported brands across multiple categories.

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EU member state Finland also enjoyed strong economic growth of over 5% in the first quarter of 2011 and mirrors Sweden’s 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 advocacy—a key measure in country brand strength—brand Finland sees a drop in this area, perhaps indicating that visitors’ expectations are not always met as consistently as they are elsewhere in Scandinavia.

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THE 2011-2012 Top Ten

THE STRONGEST COUNTRY BRANDS 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.

19. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

In this case—as with the Chilean Miners’ rescue and the Iceland volcanic eruption in 2010—we 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 flourish in difficult times.

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THE 2011-2012 Top Ten

THE STRONGEST COUNTRY BRANDS Iconic country brands in decline It’s 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 Business—including Regulatory Environment, Skilled Workforce and Investment Climate—rising 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 America’s 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 year’s 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.

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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 Eurozone’s economy alongside Germany’s Angela Merkel.

The United States and France continue to be among the world’s 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 Kingdom—might hint at an inexorable decline in strength.

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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 21. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

&

CU LT UR

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Cu Art ltu & re

3

#34

Au the

ory Hi st

Na Be tura au l ty

RI TA GE

#12

#7

OD

GO

FO

B

ES IN US

t

2

ASSOCIATIONS

FAMILIARITY #7

50

HE

#11

d e ille orc Sk orkf W

40

#44 #29

en tm es te Inv lima C

AWARENESS #7

Job ortunity Opp #9

#15

ty

Safe

#4

ory nt lat e gu nm Re viro En

1

#30

ed nc gy va olo Ad chn Te

50

#7

30

30

40

#8

LIFE

s

#8

#17

1

1

1

1

10

10

10

10

20

20

20

20

30

30

30

40

50

4

30

40

50

5

40

50

ADVOCACY #6

ction

#7

#3

TOU R

Attra

#3

OF LITY

10

10

#4 #5

QUA

Reso lodg rt & in optio g ns

#4

ISM

1

1

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

DECISION / VISITATION #7

for MValue oney

CONSIDERATION #8

VALUE SYSTEM S

PREFERENCE #12

Freedom of speech

Political freedom

Tolerance

Stable legal environment

HDM PERFORMANCE

Environmental friendliness

OTTAWA

6

40

50

7

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%. © All rights reserved.

WORLD THE 2011-2012 EVENTS Top Ten

#2 SWITZERLAND HIGHLIGHTS GDP GROWTH 2010/2009

WHAT THE EXPERTS ARE SAYING...

41,280

2.71 %

POPULATION

FDI 2009 (MILLION USD)

7,639,961

497,611

GDP (MILLION CURRENT USD)

TOURISM EMPLOYMENT (2011 EST.)

“Switzerland is a very consistent brand. It’s excellent. The trains are brilliant, as are the skiing, festivals and food. It simply works.”

527,920

149,000 jobs (3.3 % of total emp.)

GDP PER CAPITA (CURRENT USD)

HDI VALUE

69,100

0.903

#10

Food

#25

HE

In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 22. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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3

&

#5

#24 #7

Cu Art ltu & re

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Hi st

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#3

Au

2

ASSOCIATIONS

FAMILIARITY #8

50

#3

S

#1 #2

R

OD

GO

FO

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ES IN US

t en tm es te Inv lima C

AWARENESS #8

Job ortunity Opp

d e ille orc Sk orkf W

40

ty

Safe

#1

ory nt lat e gu nm Re viro En

1

#10

ed nc gy va olo Ad chn Te

50

#2

30

30

40

#5 #3

#18

LIFE

s

20

20

#1

1

1

1

1

10

10

10

10

20

20

20

20

30

30

30

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4

30

40

50

5

40

50

ADVOCACY #19

ction

#4

TOU R

Attra

#9

OF LITY

10

10

#5 #10

QUA

Reso lodg rt & in optio g ns

#5

#7

ISM

1

1

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

DECISION / VISITATION #8

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)

6

40

50

7

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%. © All rights reserved.

WORLD THE 2011-2012 EVENTS Top TeN

#3 NEW ZEALAND HIGHLIGHTS GDP GROWTH 2010/2009

WHAT THE EXPERTS ARE SAYING...

267,710

1.66 %

POPULATION

FDI 2009 (MILLION USD)

4,290,347

68,323

GDP (MILLION CURRENT USD)

TOURISM EMPLOYMENT (2011 EST.)

140,509

105,000 jobs (4.7 % of total emp.)

“New Zealand has moved from showing landscapes to showing people in the landscape enjoying good service.

They are building a holistic, attractive experience.”

GDP PER CAPITA (CURRENT USD)

HDI VALUE

32,750

0.908

Food

#45

#13

In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country

S

&

#4

CU LT UR

E

the

nti

cit y

Cu Art ltu & re

ory

RI TA GE

3

23. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

#21 #21

HE

Hi st

Na Be tura au l ty

#1

Au

2

ASSOCIATIONS

FAMILIARITY #20

50

Job ortunity Opp

#18 #65

R

OD

GO

ty

Safe

#17

ory nt lat e gu nm Re viro En

1

#36

FO

B

ES IN US

ed nc gy va olo Ad chn Te

50

#8

30

40

#13

d e ille orc Sk orkf W

40

#19 #12

t en tm es te Inv lima C

AWARENESS #21

30

#6

#12

#7

20

20

#6

LIFE

s

#6

1

1

1

1

10

10

10

10

20

20

20

20

30

30

30

40

50

4

30

40

50

5

40

50

ADVOCACY #3

ction

TOU R

Attra

#12

#7

OF LITY

10

10

#6

QUA

Reso lodg rt & in optio g ns

#5

ISM

1

1

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

DECISION / VISITATION #27

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)

6

40

50

7

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%. © All rights reserved.

WORLD THE 2011-2012 EVENTS Top Ten

#4 JAPAN HIGHLIGHTS GDP GROWTH 2010/2009

WHAT THE EXPERTS ARE SAYING...

377,940

3.96 %

POPULATION

FDI 2009 (MILLION USD)

126,475,664

200,143

GDP (MILLION CURRENT USD)

TOURISM EMPLOYMENT (2011 EST.)

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.”

GDP PER CAPITA (CURRENT USD)

HDI VALUE

43,161

0.901

20

20

Food

#3

Job ortunity Opp

HE

In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country

&

#1

#10

#9

S

#2

CU LT UR

E

en

tic

ity

Cu Art ltu & re

ory

RI TA GE

3

24. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

#10

Au th

2

#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

1

#9

R FO

B

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

s

TOU RISM

ction

#12 #19

OF LITY

Attra

#17 #14

QUA

Reso lodg rt & in optio g ns

10

10

#10

1

1

1

1

10

10

10

10

20

20

20

20

30

30

30

40

50

4

30

40

50

5

40

50

ADVOCACY #15

1

1

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

DECISION / VISITATION #17

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)

6

40

50

7

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%. © All rights reserved.

WORLD THE 2011-2012 EVENTS Top Ten

#5 AUSTRALIA HIGHLIGHTS GDP GROWTH 2010/2009

WHAT THE EXPERTS ARE SAYING...

7,741,220

2.68 %

POPULATION

FDI 2009 (MILLION USD)

21,766,711

391,101

GDP (MILLION CURRENT USD)

TOURISM EMPLOYMENT (2011 EST.)

1,237,363

648,000 jobs (5.7 % of total emp.)

GDP PER CAPITA (CURRENT USD)

HDI VALUE

56,846

0.929

“Australia’s reputation is almost universally positive, plus it offers both the exotic—isolated, interesting flora and fauna—and the familiar— English-speaking, developed and integrated economically with the rest of the world.”

#10

In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 25. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

&

CU LT UR

E

en

tic

ity

Cu Art ltu & re

3

#15

Au th

ory

RI TA GE

Hi st

Na Be tura au l ty

ASSOCIATIONS

FAMILIARITY #9

2

HE

#16 #12

#4 S

OD

GO

R FO

B

ES IN US

t 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

1

#14

ed nc gy va olo Ad chn Te

50

#13

30

30

FE

Food

40

#12

#11

20

20

#12

1

1

1

1

10

10

10

10

20

20

20

20

30

30

30

40

50

4

30

40

50

5

40

50

ADVOCACY #1

s

#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

1

1

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

DECISION / VISITATION #16

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)

6

40

50

7

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%. © All rights reserved.

WORLD THE 2011-2012 EVENTS Top Ten

#6 UNITED STATES HIGHLIGHTS GDP GROWTH 2010/2009

WHAT THE EXPERTS ARE SAYING...

9,831,510

3.03 %

POPULATION

FDI 2009 (MILLION USD)

313,232,044

2,319,585

GDP (MILLION CURRENT USD)

TOURISM EMPLOYMENT (2011 EST.)

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.”

GDP PER CAPITA (CURRENT USD)

HDI VALUE

46,376

0.910

#19

#4

Food

CU LT UR

y cit nti

the

#2

#9 R

E

Cu Art ltu & re

&

#6

OD

GO

FO

S

B

ES IN US

t

In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country

#33

Au

ory

RI TA GE

Hi st

Na Be tura au l ty

ASSOCIATIONS

FAMILIARITY #2

AWARENESS #6

HE

3

26. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

#39 #40

en tm es te Inv lima C

2

Job ortunity Opp

d e ille orc Sk orkf W

50

#47

ty

Safe

#11

ory nt lat e gu nm Re viro En

1

#15

ed nc gy va olo Ad chn Te

50

40

#10

#23 #6

30

30

40

#7 #14

FE

20

20

#21

#5

1

1

1

1

10

10

10

10

20

20

20

20

30

30

30

40

50

4

30

40

50

5

40

50

ADVOCACY #14

s

TOU R

ction

#18

#2

F LI

Attra

#8

O LITY

10

10

#13

QUA

Reso lodg rt & in optio g ns

#8

ISM

1

1

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

DECISION / VISITATION #4

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)

6

40

50

7

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%. © All rights reserved.

WORLD THE 2011-2012 EVENTS Top Ten

#7 SWEDEN HIGHLIGHTS AREA (KM2)

GDP GROWTH 2010/2009

WHAT THE EXPERTS ARE SAYING...

450,300

5.69 %

POPULATION

FDI 2009 (MILLION USD)

9,088,728

323,122

“Top country brands in the world are those that are places where people want to live—like Sweden.”

GDP (MILLION CURRENT USD)

TOURISM EMPLOYMENT (2011 EST.)

458,725

86,000 jobs (1.9 % of total emp.)

GDP PER CAPITA (CURRENT USD)

HDI VALUE

50,472

0.904

TOU RISM

#11

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 27. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

#4 #1

CU LT UR

E

y cit

R

OD

GO

FO

S

ES IN US

#13 &

en ti

3

#3 #12

Cu Art ltu & re

y sto r

Na Be tura au l ty

RI TA GE

Au th

2

HE

Hi

50

ASSOCIATIONS

FAMILIARITY #24

40

#2

#30

#10

ory nt lat e gu nm Re viro En

1

Job ortunity Opp

30

B

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 s

#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

1

1

1

1

10

10

10

10

20

20

20

20

30

30

30

40

50

4

30

40

50

5

40

50

ADVOCACY #28

1

1

#1

PREFERENCE #29

for MValue oney

DECISION / VISITATION #26

VALUE SYSTEM S

CONSIDERATION #29

Freedom of speech

Political freedom

Tolerance

Stable legal environment

HDM PERFORMANCE

Environmental friendliness

STOCKHOLM

6

40

50

7

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%. © All rights reserved.

WORLD THE 2011-2012 EVENTS Top Ten

#8 FINLAND HIGHLIGHTS AREA (KM2)

GDP GROWTH 2010/2009

WHAT THE EXPERTS ARE SAYING...

338,420

3.64 %

POPULATION

FDI 2009 (MILLION USD)

5,259,250

73,851

GDP (MILLION CURRENT USD)

TOURISM EMPLOYMENT (2011 EST.)

“Finland is definitely the ultimate expression of the organized and respectful society, where civil liberties and quality of life achieve top values.”

239,177

58,000 jobs (2.4 % of total emp.)

GDP PER CAPITA (CURRENT USD)

HDI VALUE

45,477

0.882

In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 28. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

#6 #25

CU LT UR

S

#4 R

cit y

E

the nti

Cu Art ltu & re

&

Au

ory

RI TA GE

Hi st

Na Be tura au l ty

HE

3

#8

#22

OD

GO

FO

B

ES IN US

t

2

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

1

1

1

10

10

10

10

20

20

20

20

30

30

#3

#12

ory nt lat e gu nm Re viro En

1

#29

ed nc gy va olo Ad chn Te

50

#7

FE

40

#4

#32

Food 30

#34

#30

20

20

#2

1

30

40

50

4

30

40

50

5

40

50

ADVOCACY #42

s

#10

TOU R

ction

#4

F LI

Attra

#3

O LITY

10

10

#4

QUA

Reso lodg rt & in optio g ns

#3

ISM

1

1

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

DECISION / VISITATION #38

for MValue oney

CONSIDERATION #38

VALUE SYSTEM S

PREFERENCE #44

Freedom of speech

Political freedom

Tolerance

Stable legal environment

HDM PERFORMANCE

Environmental friendliness

HELSINKI

6

40

50

7

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%. © All rights reserved.

WORLD THE 2011-2012 EVENTS Top Ten

#9 FRANCE PARIS

HIGHLIGHTS GDP GROWTH 2010/2009

WHAT THE EXPERTS ARE SAYING...

549,190

1.38 %

POPULATION

FDI 2009 (MILLION USD)

65,312,249

1,037,942

“France has history, culture, gastronomy, fashion, wine, landscapes—and timeless romance.”

GDP (MILLION CURRENT USD)

TOURISM EMPLOYMENT (2011 EST.)

2,562,742

1,149,000 jobs (4.5 % of total empl.)

GDP PER CAPITA (CURRENT USD)

HDI VALUE

39,238

0.884

#10

y

In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country

the

nti

cit

y

Cu Art ltu & re

Au

3

29. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

S

R

sto r Hi

Na Be tura au l ty

ASSOCIATIONS

FAMILIARITY #1

AWARENESS #1

#4 RI TA GE & CU #2 LT UR E

OD

GO

FO

B

ES IN US

t en tm es te Inv lima C

2

HE

ory nt lat e gu nm Re viro En

1

50

#18

#16

ed nc gy va olo Ad chn Te

50

40

Job ortunity Opp

d e ille orc Sk orkf W

40

#17

#35

ty

Safe

#17

30

30

#22

#19

#2

#16

FE

Food

#18

#3

20

20

#62

#13 #18

1

1

1

10

10

10

10

20

20

20

20

30

30

30

40

50

4

30

40

50

5

40

50

ADVOCACY #11

RISM

s

#17

TOU

ction

#19

#24

F LI

Attra

#15

O LITY

10

10

#18

#16

QUA

Reso lodg rt & in optio g ns

1

DECISION / VISITATION #1

1

1

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)

6

40

50

7

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%. © All rights reserved.

WORLD THE 2011-2012 EVENTS Top Ten

#10 ITALY HIGHLIGHTS GDP GROWTH 2010/2009

WHAT THE EXPERTS ARE SAYING...

301,340

1.29 %

POPULATION

FDI 2009 (MILLION USD)

“Italy doesn’t need to promote— it just delivers!”

61,016,804

393,996

GDP (MILLION CURRENT USD)

TOURISM EMPLOYMENT (2011 EST.)

2,055,114

853,000 jobs (3.7 % of total emp.)

GDP PER CAPITA (CURRENT USD)

HDI VALUE

33,681

0.874

Food

HE

In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 30. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

CU #1 LT UR E

en ti

cit

y

Cu Art ltu & re

3

&

Au th

sto r

y

#3 RI TA GE

Hi

Na Be tura au l ty

ASSOCIATIONS

FAMILIARITY #4

2

#20

#5

R

OD

GO

FO

B

ES IN US

t en tm es te Inv lima C

AWARENESS #3

50

Job ortunity Opp

S

d e ille orc Sk orkf W

40

#12

ty

Safe

#22 #31 #25

ory nt lat e gu nm Re viro En

1

#32

#22 #29

ed nc gy va olo Ad chn Te

50

#1

30

30

40

#22 #27

#2

LIFE

s

20

20

#9

1

1

1

10

10

10

10

20

20

20

20

30

30

30

40

50

4

30

40

50

5

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

1

DECISION / VISITATION #3

1

1

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)

6

40

50

7

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%. © All rights reserved.

WORLD EVENTS

THE CBI DIMENSIONS VALUE SYSTEM

FE

I OF L

TOU RISM

LITY QUA

HE

RI

TA GE

&

CU

R

LT UR

E

31. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

SS

NE

GO

OD

FO

B

I US

Country brands have to focus on several dimensions to perform well in today’s 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 world’s 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.

© All rights reserved.

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. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

Legal Environment, Freedom of Speech and Environmental Friendliness.

When a country’s Value System is regarded as weak, the performance of its brand is affected across all the other dimensions measured by the CBI. In today’s 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.

© All rights reserved.

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

33. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

+/- 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 brand’s essence, and it evolves slowly—just 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, we’ve witnessed the power of Brand Scandinavia reinforced across many dimensions: these nations aren’t 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 positions—and 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.

© All rights reserved.

THE CBI DIMENSIONS

VALUE SYSTEM TOP 25 Environmentalism and a focus on sustainability play a huge role in brand strength. This year’s rising stars in the Value System category share significant improvements in the Environmental Friendliness attribute—most 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.

India’s 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 nation’s relative strength compared to neighboring countries in Asia Pacific, the Middle East and North Africa.

34. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

By contrast, China’s strong economic performance and role in the global economy comes at a significant price: the country’s 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 countries—in 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.

© All rights reserved.

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 10. GB United Kingdom 11. AT Austria 12. AU Australia 13. IS Iceland 14. BE Belgium 15. DE Germany

35. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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

Š All rights reserved.

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 12. GB United Kingdom 13. US United States 14. SG Singapore 15. NL Netherlands

36. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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 9. GB United Kingdom 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

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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

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OVERALL RANK

# 7 # 8 # 12 # 15 # 2 # 3 # 1 # 19 # 11 # 17 # 5 # 4 # 16 # 23 # 18

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THE CBIEVENTS DIMENSIONS WORLD

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 country’s 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.

38. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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.

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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 13. GB United Kingdom 14. US United States 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

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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 continent’s 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 world’s monarchies. However, the United Arab Emirates, Qatar and Saudi Arabia dodge this trend with high scores in Healthcare System, Education

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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.

Turkey’s 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 nation’s higher ranks in Political Freedom and Freedom of Speech.

40. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

Safety is clearly an important attribute in a country’s 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.

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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 9. AE United Arab Emirates 10. NO Norway 11. DK Denmark 12. FI Finland 13. GB United Kingdom 14. SA Saudi Arabia 15. JP Japan

41. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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 14. GB United Kingdom 15. JP Japan

OVERALL RANK

# 2 # 5 # 1 # 12 # 7 # 3 # 6 # 14 # 10 # 8 # 17 # 15 # 9 # 13 # 4

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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 10. US United States 11. SG Singapore 12. AU Australia 13. NZ New Zealand 14. NL Netherlands 15. AE United Arab Emirates

42. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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

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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 13. GB United Kingdom 14. NL Netherlands 15. IS Iceland

43. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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 10. GB United Kingdom 11. SG Singapore 12. AU Australia 13. NL Netherlands 14. US United States 15. IL Israel

OVERALL RANK

# 7 # 8 # 15 # 12 # 2 # 11 # 4 # 1 # 17 # 13 # 16 # 5 # 23 # 6 # 28

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THE CBIEVENTS DIMENSIONS WORLD

GOOD FOR BUSINESS INTRODUCTION

Contrary to conventional wisdom, Good for Business is not simply an indicator of a country’s commercial strength.

Rather, the dimension includes the attributes Regulatory Environment, Skilled Workforce, Advanced Technology and Investment Climate—all 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

44. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

heavier scrutiny than years past. The very stability of global currencies, banks and commercial enterprises has created doubt in some country brands—translated in this year’s 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.

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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 13. GB United Kingdom 14. NL Netherlands 15. IL Israel 16. FR France 17. BE Belgium 18. NZ New Zealand 19. IS Iceland 20. AE United Arab Emirates 21. KR South Korea 22. IE Ireland 23. IT Italy 24. IN India 25. ES Spain

45. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

+/- 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 year’s 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 practices—making 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 CBI’s 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 2011’s devastating tsunami.

The United States—once perceived as a vital hub for business, industry and innovation—fell 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.

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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 Iceland’s 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 country’s 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 fifty—perhaps due in part to the Bahraini government’s 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,

46. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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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 14. GB United Kingdom 15. NL Netherlands

47. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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 11. US United States 12. GB United Kingdom 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

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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 10. GB United Kingdom 11. AE United Arab Emirates 12. CA Canada 13. NO Norway 14. AT Austria 15. NL Netherlands

48. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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 14. GB United Kingdom 15. AT Austria

OVERALL RANK

# 2 # 16 # 7 # 5 # 11 # 6 # 12 # 8 # 15 # 4 # 1 # 29 # 31 # 13 # 17

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THE CBIEVENTS DIMENSIONS WORLD

HERITAGE AND CULTURE INTRODUCTION

Heritage and Culture is a supporting dimension in a country’s brand and reflects the ability of a nation to communicate its cultural assets fully and positively—from 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.

49. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

Heritage and Culture also reflects a nation’s commitment to responsible infrastructural projects that support travel and tourism, in the process fueling the arts, literature and sports.

The promotion of a country’s heritage and culture often falls to both public and private enterprises, thus including the influence of iconic national brands that operate across borders.

There’s no doubt that a strong tourism authority, transportation infrastructure and vibrant hospitality and service industries play a vital role in this dimension.

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THE CBI DIMENSIONS

HERITAGE AND CULTURE 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 12. GB United Kingdom 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

50. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

+/- 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 year’s list is a remarkably diverse cross-section of the world’s cultures and societies—from 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. It’s important to note that every one of these nations—with the exception of Qatar—is 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 country’s rich cultural assets.

With these countries—and indeed for every country—the 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.

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THE CBI DIMENSIONS

HERITAGE AND CULTURE ATTRIBUTES HISTORY

1. EG EGYPT 2. IL Israel 3. IT Italy 4. FR France 5. PE Peru 6. GR Greece 7. GB United Kingdom 8. ES Spain 9. IN India 10. CZ Czech Republic 11. JO Jordan 12. AT Austria 13. RU Russia 14. TR Turkey 15. JP Japan

51. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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 5. GB United Kingdom 6. IL Israel 7. EG Egypt 8. AT Austria 9. JP Japan 10. IN India 11. PE Peru 12. SE Sweden 13. RU Russia 14. CZ Czech Republic 15. DK Denmark

OVERALL RANK

# 10 # 9 # 14 # 27 # 13 # 28 # 57 # 17 # 4 # 29 # 44 # 7 # 82 # 38 # 15

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THE CBI DIMENSIONS

HERITAGE AND CULTURE 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

52. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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

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THE CBIEVENTS DIMENSIONS WORLD

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 country’s ability to provide accessible, affordable options for holiday-makers and business visitors alike. A nation’s currency, exchange rate and infrastructure as it relates to the economy are important points of influence. The media’s coverage of a nation’s economic and political standing can also play a major role in tourism.

53. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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 coverage—such as that following a natural disaster—can 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.

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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 25. AE United Arab Emirates

# 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

54. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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.

Japan’s rankings in Attractions, Value for Money, Resort and Lodging and Food are strong and getting stronger, indicating that a country’s 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 Africa—nations 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 leader—a perception easily attributable to the depreciation of the dollar.

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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

55. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

absolute privacy and exclusivity—a practice that has served the country’s 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.

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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 6. AE United Arab Emirates 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

56. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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 15. US United States

OVERALL RANK

# 10 # 9 # 4 # 14 # 16 # 26 # 29 # 31 # 43 # 2 # 11 # 59 # 27 # 5 # 6

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THE CBI DIMENSIONS

TOURISM ATTRIBUTES ATTRACTIONS

1. JP JAPAN 2. IT Italy 3. FR France 4. US United States 5. IL Israel 6. GB United Kingdom 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

57. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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

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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

58. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

OVERALL RANK

# 5 # 31 # 6 # 18 # 41 # 26 # 27 # 14 # 10 # 45 # 22 # 9 # 35 # 47 # 36

NIGHTLIFE

1. US UNITED STATES 2. GB United Kingdom 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

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THE CBI DIMENSIONS

TOURISM ATTRIBUTES SHOPPING

1. US UNITED STATES 2. FR France 3. IT Italy 4. GB United Kingdom 5. JP Japan 6. CN China 7. SG Singapore 8. AE United Arab Emirates 9. TH Thailand 10. DE Germany 11. IN India 12. AR Argentina 13. AU Australia 14. ES Spain 15. CA Canada

59. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

OVERALL RANK

# 6 # 9 # 10 # 13 # 4 # 65 # 16 # 25 # 26 # 11 # 29 # 32 # 5 # 14 # 1

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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.

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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.

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THE CBI DIMENSIONS

TOURISM EMERGING TRENDS BY THE EXPERTS 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

61. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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THE CBI DIMENSIONS

TOURISM EMERGING TRENDS BY THE EXPERTS 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.

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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.

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BEYOND NATIONAL BOUNDARIES Individual governments and societies can influence the course of a country brand’s development—a 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 effort—and we see this in the sheer diversity of our rankings.

Another factor that weighs heavily on a country’s 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 brand’s 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.

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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 it’s 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 region’s countries to positively and effectively address these negative attributes.

Regarding the CBI ranking, there is a first tier of countries leading the region—composed 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 countries—those 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

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Beyond national boundaries

LATIN AMERICA RANKINGS

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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

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Beyond national boundaries

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 world’s 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 country’s overall CBI ranking has jumped ten places, making it a rising star in the index overall.

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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-five—down 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 today—and one likely to displace the United States in a short decade—the world’s most populous nation is now among the richest. The numbers behind its rise are startling: with tenfold GDP growth since 1978, China is the world’s largest exporter, represents the largest automobile market and has four of the world’s 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.

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Beyond national boundaries

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 Olympics—it 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.

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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.

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Beyond national boundaries

BRICS RANKINGS RANKING

1. IN India 2. BR Brazil 3. ZA South Africa 4. CN China 5. RU Russia

68. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

MOV. RANK. 2010 GRAL. 6 10 4 9 1

# 29 # 31 # 35 # 65 # 82

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Beyond national boundaries

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 year’s 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

69. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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 change—for 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 fell—in 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 Qaddafi’s reign, the nation struggled with perception across attributes. This year’s drop is undoubtedly a reflection of the mass uncertainty caused by the Arab Spring and the subsequent uprising against his

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Beyond national boundaries

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 Spring’s impact on the Good for Business dimension has also been significant, indicating that when fundamental components of a country’s brand—like Quality of Life and Value System—are jeopardized, that nation’s 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

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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.

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Beyond national boundaries

MENA RANKINGS

71. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

RANKING

MOV. RANK. 2010 GRAL.

1. AE United Arab Emirates 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

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Beyond national boundaries

APAC: A JUXTAPOSITION OF CULTURE AND COMMERCE Asia Pacific is home to three of the world’s strongest performing brands and three of its weakest—reflecting 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 emerging—China and Japan being leaders on that list.

New Zealand, Japan and Australia are among the world’s 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 Pacific’s 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

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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 year’s 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 today’s volatile and highly transparent media climates, it’s important for brands to stay flexible and fresh.

While Laos and Cambodia represent two of the world’s weaker performing brands—ranking eightieth and eightythird respectively—they 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. Cambodia’s Good for Business, Value System and Quality of Life dimensions all suffered significant declines—particularly where Education System, Healthcare System, Standard of Living and Political Freedom are concerned. But it’s clear that respondents weren’t deterred from traveling to Cambodia, ranking it fifteen places higher overall for Tourism, and a very impressive fifty-three places higher for Attractions.

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Beyond national boundaries

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 year—perhaps 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.

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APAC’s three weakest overall performers—Bangladesh at 107, Iran at 111, and Pakistan at 113—perform weakly across all five dimensions.

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Beyond national boundaries

APAC RANKINGS

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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

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Beyond national boundaries

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 region’s troubled perceptions around the economy, Regulatory Environment has also seen significant declines for countries across Europe.

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Greece has been at the center of much of this year’s 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 country’s quality of life and economic climate have weakened considerably. Investment Climate is down nineteen ranks, Regulatory down twenty-three, and Skilled Workforce down eleven—undoubtedly 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.

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Beyond national boundaries

EUROPE RANKINGS

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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 8. GB United Kingdom 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 18. CZ Czech Republic 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

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Beyond national boundaries

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 continent’s geography, peoples, cultures and economies can’t 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.

Africa’s strengths are tiered, with its highest ranked nations performing best in the Tourism dimension. Mauritius is the region’s leading country brand and ranked among the top twenty-five in this year’s 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 Tourism—in large part because of the country’s successful efforts to attract and host Africa’s first FIFA World Cup in 2010.

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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.

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Beyond national boundaries

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

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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

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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 13. GB United Kingdom 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 25. AE United Arab Emirates 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 38. CZ Czech Republic 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

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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

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LOOKING TO 2012

Country brand strength has a tangible impact on peoples’ lives.

Whether a country’s 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

80. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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LOOKING TO 2012 private enterprises must discuss and evaluate a country’s brand carefully and continually. In times of economic uncertainty, a country’s 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.

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EXPERTS AND OPINION FORMERS Pauline Abadie, Singapore airline, Air Hostess, France James Abbott, Strategy Council for Weber Shandwick, Australia Soledad Aguado, Editorial Director, Revista Huéspedes, Argentina Felipe Aldunate, América Economía, 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

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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 Aerolíneas Argentinas, Argentina Alejandro Díaz, 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 Bogotá, 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 Estefânia Guimarães, Intercultural advisor with focus in Diversity for Global Line company, Brasil Ben Hartman, Head of Personalities and Athletes at Octagon, Australia Alfredo Hasbún, Air Canada, Chile Carly Herrig, Head of Corporate at Weber Shandwick, Australia Dong Hong Gang, famous Kun Qu Opera actor, China

Ricardo Huancaruna, Altomayo, Perú 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, UAE’s 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 © All rights reserved.

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 López, Axia Manager, Colombia Ermelinda Mascia, Alitalia, Italy Ignacio Masías, Andean Experience / Inkaterra, Perú Servane Monot, Air France Air Hostess, France Felipe Muñoz, DAS Director, Colombia Chris Murchison, Senior Director, JLT Asia, Singapore

Freddy Neira, Centro Internacional de Estudios Turísticos 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, Perú Graham Pearce, Editor-in-Chief, Viva Asia Magazine, Singapore

83. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

Alfredo Pinillos, Patronato Huacas de Moche, Perú Armando Politi, Country Brand Manager Techint, Colombia Lisa Popplewell, Vice President and General Manager of Weber Shandwick, Australia 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 Ramírez, Horwath HTL Chile / DTS Consultores, Chile Nick Rees, Country Manager Singapore & Brunei, Emirates Airlines, Singapore

David Richelsoph, US Embassy, Cambodia, Singapore Raúl 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, Perú 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 Shandwick, Australia Drew Williams, Corporate Advisor for Aragon Capital and Director of Ausanda Communications, Australia Danielle Young, Policy and projects manager, RICS, China Gonzalo Zegarra, SE, Perú Li Zhi, Marketing Director, Luxtrip, China Elton Zuccon, Manager at Sabesp, Brasil

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SECONDARY SOURCES AccuWeather.com Adbusters.org Agencia Nacional de Policía 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)

84. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

Japan Ministry of Justice and JNTO lanacion.com.ar Le Monde diplomatique Los Angeles Times NPR Petro China Reuters Standard & Poor’s 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

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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 María Eugenia Piacentini

CONTENT DEVELOPMENT LONDON

Tom Adams

DESIGN / BUENOS AIRES

Ileana Coppoli Guillermo Altube Javier Bulacio Bárbara Medici

COORDINATION

Fabiana Bisso

85. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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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 products—including flag carrier airlines—and helping to brand cities, regions and major national corporations.

www.futurebrand.com

86. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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CONTACT For more information about the Country Brand Index, marketing seminars or FutureBrand’s 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

87. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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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