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Country Brand Index 2011Welcome 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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Page 1: Country Brand Index 2011
Page 2: Country Brand Index 2011

© All rights reserved.

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

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.

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

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.

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CONTENTS OF THE 2011-2012 CBI

WHY DOES COUNTRY BRANDING MATTER?

A WORLD OF AUDIENCES

OUR METHODOLOGY

CO-CREATING A GLOBAL PERSPECTIVE

WHAT’S AT STAKE?

THE 2011-2012 TOP TENThe strongest country brandsCanadaSwitzerlandNew ZealandJapanAustraliaUnited StatesSwedenFinlandFranceItaly

THE CBI DIMENSIONSValue SystemQuality of LifeGood for BusinessHeritage and CultureTourism

BEYOND NATIONAL BOUNDARIESLatin AmericaBRICSMENAAPACEuropeAfrica

FULL LIST OF COUNTRIES

LOOKING TO 2012

EXPERTS AND OPINION-FORMERS

SECONDARY SOURCES

CBI EDITORIAL TEAM

ABOUT FUTUREBRAND

CONTACT

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INTRODUCTION

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.

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.

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INTRODUCTION

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

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

WHY DOES COUNTRY BRANDING MATTER?

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INTRODUCTION

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.

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

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

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 veryreal 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.

WHY DOES COUNTRY BRANDING MATTER?

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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

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

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.

BUSINESS AND LEISURE TRAVELERS

EXPERT CONTRIBUTORS IN 16 CITIES

PRIMARY RESEARCH MARKETS

350014102 400+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:

IDEAS DEVELOPED IN COLLABORATIVE EXERCISE

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INTRODUCTION

AWARENESS: Do key audiences know that the country exists? How top-of-mind is it?

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

ASSOCIATIONS: What qualities come to mind when people think of the country? Here, we look at five association dimensions: Value System, Quality of Life, Good for Business, Heritage and Culture and Tourism.

PREFERENCE: How highly do audiences esteem the country? Does it resonate?

CONSIDERATION: Is the country considered for a visit? What about for investment or to acquire or consume its products?

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

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

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.

This model offers insights that help us assess how well-developed 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:

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OUR METHODOLOGY

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INTRODUCTION

CO-CREATING A GLOBAL PERSPECTIVE

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.

Social technologies have multiplied the speed and reach of opinions about destinations, news events and brands that shape overall country perceptions.

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INTRODUCTION

CO-CREATING A GLOBAL PERSPECTIVE

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.

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.

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

Word cloud of the most important factors in country brand strength co-created by our expert contributors.

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INTRODUCTION

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.

WHAT’S AT STAKE?

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.

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.

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

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THE 2011-2012 TOP TEN1.

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CA Canada 0

CH Switzerland 3

NZ New Zealand 0

JP Japan 2

AU Australia 3

US United States 2

SE Sweden 3

FI Finland 0

FR France 2

IT Italy 2

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THE 2011-2012 TOP TEN

THE STRONGEST COUNTRY BRANDS

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

Brand Canada: Why country brand management is important

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

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 likeValue 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

The United Kingdom leaves the top ten

«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

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

Small countries can have a big reputation

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

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.

Scandinavia weathers the European storm

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

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.

The paradox of bad news

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

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.

Iconic country brands in decline

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 EVENTS

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HDM PERFORMANCE

THE 2011-2012 TOP TEN

CANADA#1AREA (KM2)

9,984,670POPULATION

34,030,589GDP (MILLION CURRENT USD)

1,577,040GDP PER CAPITA (CURRENT USD)

46,342

HIGHLIGHTSGDP GROWTH 2010/2009

3.21 %FDI 2009 (MILLION USD)

524,938TOURISM EMPLOYMENT (2011 EST.)

550,000 jobs (3.2 % of total emp.)HDI VALUE

0.908

WHAT THE EXPERTS ARE SAYING...

“Canada has a stable political system, economy and market; an open and tolerant society; and policies that encourage immigration.”

OTTAWA

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

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%.

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#18#4

#10

#10

#3 #25#24

#7#2

#1

#5

#3

#1

#2

#2

#3#5

#1

#5#10

#5

#9#7

HDM PERFORMANCE

THE 2011-2012 TOP TEN

SWITZERLAND#2AREA (KM2)

41,280POPULATION

7,639,961GDP (MILLION CURRENT USD)

527,920GDP PER CAPITA (CURRENT USD)

69,100

HIGHLIGHTSGDP GROWTH 2010/2009

2.71 %FDI 2009 (MILLION USD)

497,611TOURISM EMPLOYMENT (2011 EST.)

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

0.903

WHAT THE EXPERTS ARE SAYING...

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

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

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%.

BERN

22. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

Page 23: Country Brand Index 2011

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0

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#7

#36

#65

#45

#4

#13

#21 #21#18

#17#8

#13#12

#19

#6

#6#6#7#6

#5

HDM PERFORMANCE

THE 2011-2012 TOP TEN

NEW ZEALAND#3AREA (KM2)

267,710POPULATION

4,290,347GDP (MILLION CURRENT USD)

140,509GDP PER CAPITA (CURRENT USD)

32,750

HIGHLIGHTSGDP GROWTH 2010/2009

1.66 %FDI 2009 (MILLION USD)

68,323TOURISM EMPLOYMENT (2011 EST.)

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

0.908

WHAT THE EXPERTS ARE SAYING...

“New Zealand has moved from showing landscapes to showing people in the landscape enjoying good service. They are building a holistic, attractive experience.”

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

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%.

WELLINGTON

23. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

Page 24: Country Brand Index 2011

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#1

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#3

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#15#10

#10

#5

#15#9

#6

#7

#7#15

#12#19

#10

#14#17

#1

#9

#2

HDM PERFORMANCE

THE 2011-2012 TOP TEN

JAPAN#4AREA (KM2)

377,940POPULATION

126,475,664GDP (MILLION CURRENT USD)

5,458,797GDP PER CAPITA (CURRENT USD)

43,161

HIGHLIGHTSGDP GROWTH 2010/2009

3.96 %FDI 2009 (MILLION USD)

200,143TOURISM EMPLOYMENT (2011 EST.)

1,455,000 jobs (2.3 % of total emp.)HDI VALUE

0.901

WHAT THE EXPERTS ARE SAYING...

“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.”

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

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%.

24. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

TOKYO

Page 25: Country Brand Index 2011

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#1

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#2

#1

#1

6

#5

#11 #13 #11

#2

#12

#10

#12

#13

#2

#15

#16

#4#12

#15

#42#54

#16

#14

#11

#19 #11

#12#10

HDM PERFORMANCE

THE 2011-2012 TOP TEN

AUSTRALIA#5AREA (KM2)

7,741,220POPULATION

21,766,711GDP (MILLION CURRENT USD)

1,237,363GDP PER CAPITA (CURRENT USD)

56,846

HIGHLIGHTSGDP GROWTH 2010/2009

2.68 %FDI 2009 (MILLION USD)

391,101TOURISM EMPLOYMENT (2011 EST.)

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

0.929

WHAT THE EXPERTS ARE SAYING...

“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.”

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

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%.

25. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

CANBERRA

Page 26: Country Brand Index 2011

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#2

#6

VALUE SYSTEMS

QU

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LIF

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ESS

SIN

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ULT

TAG

TOU

RIS

MT

#1

#1

4

#4

#1

#2

#5

#4

#15

#47 #39#40

#33#9

#6

#18

#8#8

#13

#21 #7#14

#19#10

#23#6

#11

#2

HDM PERFORMANCE

THE 2011-2012 TOP TEN

UNITED STATES#6AREA (KM2)

9,831,510POPULATION

313,232,044GDP (MILLION CURRENT USD)

14,526,550GDP PER CAPITA (CURRENT USD)

46,376

HIGHLIGHTSGDP GROWTH 2010/2009

3.03 %FDI 2009 (MILLION USD)

2,319,585TOURISM EMPLOYMENT (2011 EST.)

5,492,000 jobs (3.9 % of total emp.)HDI VALUE

0.910

WHAT THE EXPERTS ARE SAYING...

“The United States is a very modern and forward looking nation with beautiful natural scenery, people-oriented services, great shopping and tourist-friendly infrastructure.”

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

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%.

26. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

WASHINGTON, D.C

Page 27: Country Brand Index 2011

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#2

9

#2

8

#2

6

#2

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#1#1#1#1#1

#1#1

#1

#1

#1

#2

#3

#5

#4#3

#26#11

#21

#10 #30

#12

#13

#23

HDM PERFORMANCE

THE 2011-2012 TOP TEN

SWEDEN#7AREA (KM2)

450,300POPULATION

9,088,728GDP (MILLION CURRENT USD)

458,725GDP PER CAPITA (CURRENT USD)

50,472

HIGHLIGHTSGDP GROWTH 2010/2009

5.69 %FDI 2009 (MILLION USD)

323,122TOURISM EMPLOYMENT (2011 EST.)

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

0.904

WHAT THE EXPERTS ARE SAYING...

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

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

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%.

27. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

STOCKHOLM

Page 28: Country Brand Index 2011

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#4

4

#4

2

#3

8

#3

8

#1

#10 #2

#4

#7

#2#4#3#3

#4

#3#12

#4

#8#6

#34#30

#32

#29

#18#55

#22

#25

HDM PERFORMANCE

THE 2011-2012 TOP TEN

FINLAND#8AREA (KM2)

338,420POPULATION

5,259,250GDP (MILLION CURRENT USD)

239,177GDP PER CAPITA (CURRENT USD)

45,477

HIGHLIGHTSGDP GROWTH 2010/2009

3.64 %FDI 2009 (MILLION USD)

73,851TOURISM EMPLOYMENT (2011 EST.)

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

0.882

WHAT THE EXPERTS ARE SAYING...

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

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

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%.

28. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

HELSINKI

Page 29: Country Brand Index 2011

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VALUE SYSTEMS

QU

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LIF

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ESS

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TOU

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#3

#1

1

#1

#2

#13#62

#17

#3

#2

#2

#4

#35

#10

#16#18

#17

#17

#19#22

#16#18

#18

#19

#15#18#16

#24

HDM PERFORMANCE

THE 2011-2012 TOP TEN

FRANCE#9AREA (KM2)

549,190POPULATION

65,312,249GDP (MILLION CURRENT USD)

2,562,742GDP PER CAPITA (CURRENT USD)

39,238

HIGHLIGHTSGDP GROWTH 2010/2009

1.38 %FDI 2009 (MILLION USD)

1,037,942TOURISM EMPLOYMENT (2011 EST.)

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

0.884

WHAT THE EXPERTS ARE SAYING...

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

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

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%.

29. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

PARIS

Page 30: Country Brand Index 2011

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VALUE SYSTEMS

QU

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LIF

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ESS

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TAG

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#4

#4

#3

#4

#1

#28

#22 #20#23

#20

#26 #9

#22#27

#22#29

#32

#22#25#31

#20

#15

#2

#12

#1

#3

#5

HDM PERFORMANCE

THE 2011-2012 TOP TEN

ITALY#10AREA (KM2)

301,340POPULATION

61,016,804GDP (MILLION CURRENT USD)

2,055,114GDP PER CAPITA (CURRENT USD)

33,681

HIGHLIGHTSGDP GROWTH 2010/2009

1.29 %FDI 2009 (MILLION USD)

393,996TOURISM EMPLOYMENT (2011 EST.)

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

0.874

WHAT THE EXPERTS ARE SAYING...

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

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

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%.

30. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

ROME

Page 31: Country Brand Index 2011

WORLD EVENTS

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 allthe 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.

THE CBI DIMENSIONS

VALUE SYSTEMQ

UALITY O

F LIFE

GOOD FOR BUSIN

ESSHERITAGE & CULTURE

TOU

RIS

M

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WORLD EVENTSTHE CBI DIMENSIONS

VALUE SYSTEMINTRODUCTION

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 brand-building, and includes Political Freedom, Tolerance, Stable

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.

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THE CBI DIMENSIONS

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.

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.

VALUE SYSTEMTOP 25

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.16.17.18.19.20.21.22.23.24.25.

SE Sweden 2 DK Denmark 2 FI Finland 1 NO Norway 3 CA Canada 3 NZ New Zealand 0 CH Switzerland 0 NL Netherlands 3 IS Iceland 1 AU Australia 1 AT Austria 1 DE Germany 2 GB United Kingdom 2 US United States 2 BE Belgium 2 JP Japan 1 FR France 0 IE Ireland 2 SG Singapore 1 ES Spain 4 BM Bermuda 1 IT Italy 5 PT Portugal 4 UY Uruguay 1 CR Costa Rica 3

# 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 RANKING

© All rights reserved.

OVERALLRANK

+/- 2010

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THE CBI DIMENSIONS

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.

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 twenty-five 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.

VALUE SYSTEMTOP 25

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

SE SWEDEN DK Denmark FI Finland CA Canada NZ New Zealand NO Norway CH Switzerland US United States NL Netherlands GB United Kingdom AT Austria AU Australia IS Iceland BE Belgium DE Germany

POLITICAL FREEDOM

TOLERANCE

SE SWEDEN DK Denmark NO Norway FI Finland CA Canada NZ New Zealand NL Netherlands IS Iceland CH Switzerland AU Australia BE Belgium AT Austria ES Spain JP Japan MU Mauritius

# 7# 15# 8# 1# 3# 12# 2# 6# 23# 13# 17# 5# 19# 33# 11

# 7# 15# 12# 8# 1# 3# 23# 19# 2# 5# 33# 17# 14# 4# 22

OVERALLRANK

OVERALLRANK

THE CBI DIMENSIONS

VALUE SYSTEMATTRIBUTES

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

SE SWEDEN DK Denmark FI Finland CA Canada CH Switzerland NO Norway NZ New Zealand DE Germany AT Austria JP Japan AU Australia GB United Kingdom US United States SG Singapore NL Netherlands

SE SWEDEN DK Denmark CA Canada FI Finland NO Norway NZ New Zealand NL Netherlands US United States GB United Kingdom CH Switzerland IS Iceland BE Belgium AU Australia AT Austria FR France

# 7# 15# 8# 1# 2# 12# 3# 11# 17# 4# 5# 13# 6# 16# 23

# 7# 15# 1# 8# 12# 3# 23# 6# 11# 2# 19# 33# 5# 17# 9

THE CBI DIMENSIONS

VALUE SYSTEMATTRIBUTES

STABLE LEGAL ENVIRONMENT

FREEDOM OF SPEECH

OVERALLRANK

OVERALLRANK

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

SE SWEDEN FI Finland NO Norway DK Denmark CH Switzerland NZ New Zealand CA Canada IS Iceland DE Germany AT Austria AU Australia JP Japan SG Singapore NL Netherlands MV Maldives

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

THE CBI DIMENSIONS

VALUE SYSTEMATTRIBUTES

ENVIRONMENTAL FRIENDLINESS

OVERALLRANK

Page 38: Country Brand Index 2011

WORLD EVENTS

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.

For example, respect for the rule of law often goes hand-in-hand with a sense of safety.

To this end, the CBI rankings underscore that where political freedom and democracy rule, a higher standard of living is achieved. The financial crisis of past years and the economic malaise following have certainly threatened Quality of Life in the area of Job Opportunity, but it may be too soon to tell the degree to which this will impact country brands in the long-term.

THE CBI DIMENSIONS

QUALITY OF LIFEINTRODUCTION

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39. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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

THE CBI DIMENSIONS

QUALITY OF LIFETOP 25

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.16.17.18.19.20.21.22.23.24.25.

SE Sweden 2 CH Switzerland 1 NO Norway 1 FI Finland 0 DK Denmark 1 CA Canada 1 JP Japan 5 AU Australia 1 DE Germany 0 AT Austria 3 SG Singapore 3 NZ New Zealand 1 GB United Kingdom 1 US United States 2 NL Netherlands 5 BE Belgium 2 IS Iceland 0 FR France 3 AE United Arab Emirates 0 ES Spain 1 IT Italy 7 IE Ireland 5 IL Israel 0 QA Qatar 4 SA Saudi Arabia 1

# 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

QUALITY OF LIFE RANKING

© All rights reserved.

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.

OVERALLRANK

+/- 2010

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THE CBI DIMENSIONS

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.

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.

QUALITY OF LIFETOP 25

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

CH SWITZERLAND AU Australia SE Sweden CA Canada SG Singapore US United States DE Germany QA Qatar AE United Arab Emirates NO Norway DK Denmark FI Finland GB United Kingdom SA Saudi Arabia JP Japan

CH SWITZERLAND AU Australia CA Canada NO Norway SE Sweden NZ New Zealand US United States ES Spain IT Italy FI Finland AT Austria DK Denmark FR France GB United Kingdom JP Japan

# 2# 5# 7# 1# 16# 6# 11# 72# 25# 12# 15# 8# 13# 69# 4

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

THE CBI DIMENSIONS

QUALITY OF LIFEATTRIBUTES

JOB OPPORTUNITY MOST LIKE TO LIVE IN

OVERALLRANK

OVERALLRANK

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

SE SWEDEN CH Switzerland NO Norway CA Canada DK Denmark JP Japan FI Finland AT Austria DE Germany US United States SG Singapore AU Australia NZ New Zealand NL Netherlands AE United Arab Emirates

SE SWEDEN CH Switzerland FI Finland DK Denmark NO Norway SG Singapore CA Canada NZ New Zealand JP Japan AT Austria DE Germany IS Iceland AU Australia BE Belgium NL Netherlands

# 7# 2# 12# 1# 15# 4# 8# 17# 11# 6# 16# 5# 3# 23# 25

# 7# 2# 8# 15# 12# 16# 1# 3# 4# 17# 11# 19# 5# 33# 23

THE CBI DIMENSIONS

QUALITY OF LIFEATTRIBUTES

STANDARD OF LIVING

SAFETYOVERALLRANK

OVERALLRANK

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

SE SWEDEN NO Norway CH Switzerland FI Finland DK Denmark DE Germany JP Japan CA Canada AT Austria AU Australia SG Singapore NZ New Zealand GB United Kingdom NL Netherlands IS Iceland

SE SWEDEN FI Finland DK Denmark NO Norway CH Switzerland DE Germany JP Japan CA Canada AT Austria GB United Kingdom SG Singapore AU Australia NL Netherlands US United States IL Israel

# 7# 12# 2# 8# 15# 11# 4# 1# 17# 5# 16# 3# 13# 23# 19

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

THE CBI DIMENSIONS

QUALITY OF LIFEATTRIBUTES

HEALTHCARE SYSTEM

EDUCATION SYSTEM

OVERALLRANK

OVERALLRANK

Page 44: Country Brand Index 2011

WORLD EVENTS

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

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.

THE CBI DIMENSIONS

GOOD FOR BUSINESSINTRODUCTION

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GOOD FOR BUSINESSTOP 25

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.16.17.18.19.20.21.22.23.24.25.

CR Switzerland 0 CR Sweden 4 CR Germany 1 CR Japan 1 CR Finland 0 DK Denmark 1 US United States 4 SG Singapore 1 NO Norway 5 CA Canada 2 AU Australia 1 AT Austria 4 GB United Kingdom 0 NL Netherlands 4 IL Israel 1 FR France 2 BE Belgium 0 NZ New Zealand 3 IS Iceland 1 AE United Arab Emirates 1 KR South Korea 0 IE Ireland 2 IT Italy 7 IN India 10 ES Spain 2

# 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

GOOD FOR BUSINESS RANKING

© All rights reserved.

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.

This year’s top-ranking countries in the Good for Business dimension are not necessarily nations with the strongest economies.

OVERALLRANK

+/- 2010

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THE CBI DIMENSIONS

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.

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 double-digit 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.

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,

GOOD FOR BUSINESSTOP 25

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

SE SWEDEN CH Switzerland DK Denmark FI Finland NO Norway DE Germany CA Canada AT Austria US United States JP Japan SG Singapore AU Australia NZ New Zealand GB United Kingdom NL Netherlands

FI FINLAND SE Sweden CH Switzerland DE Germany JP Japan DK Denmark NO Norway SG Singapore CA Canada AT Austria US United States GB United Kingdom NL Netherlands IL Israel AU Australia

# 7# 2# 15# 8# 12# 11# 1# 17# 6# 4# 16# 5# 3# 13# 23

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

THE CBI DIMENSIONS

GOOD FOR BUSINESSATTRIBUTES

REGULATORY ENVIRONMENT

SKILLED WORKFORCE

OVERALLRANK

OVERALLRANK

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

JP JAPAN US United States DE Germany SE Sweden CH Switzerland FI Finland SG Singapore DK Denmark IL Israel GB United Kingdom AE United Arab Emirates CA Canada NO Norway AT Austria NL Netherlands

CH SWITZERLAND SG Singapore SE Sweden AU Australia DE Germany US United States NO Norway FI Finland DK Denmark JP Japan CA Canada IN India BR Brazil GB United Kingdom AT Austria

# 4# 6# 11# 7# 2# 8# 16# 15# 28# 13# 25# 1# 12# 17# 23

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

THE CBI DIMENSIONS

GOOD FOR BUSINESSATTRIBUTES

ADVANCED TECHNOLOGY

INVESTMENT CLIMATE

OVERALLRANK

OVERALLRANK

Page 49: Country Brand Index 2011

WORLD EVENTS

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.

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.

THE CBI DIMENSIONS

HERITAGE AND CULTUREINTRODUCTION

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50. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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.

THE CBI DIMENSIONS

HERITAGE AND CULTURETOP 25

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.16.17.18.19.20.21.22.23.24.25.

IT Italy 0 FR France 2 IL Israel 1 PE Peru 1 GR Greece 0 JP Japan 0 ES Spain 4 EG Egypt 0 AT Austria 3 IN India 7 CH Switzerland 1 GB United Kingdom 5 SE Sweden 7 IE Ireland 2 NZ New Zealand 0 NO Norway 2 NP Nepal 8 DE Germany 6 IS Iceland 10 JO Jordan 5 CZ Czech Republic 3 RU Russia 18 CU Cuba 11 FI Finland 3 CA Canada 4

# 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

HERITAGE AND CULTURE RANKING

© All rights reserved.

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.

OVERALLRANK

+/- 2010

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

EG EGYPT IL Israel IT Italy FR France PE Peru GR Greece GB United Kingdom ES Spain IN India CZ Czech Republic JO Jordan AT Austria RU Russia TR Turkey JP Japan

IT ITALY FR France ES Spain GR Greece GB United Kingdom IL Israel EG Egypt AT Austria JP Japan IN India PE Peru SE Sweden RU Russia CZ Czech Republic DK Denmark

# 57# 28# 10# 9# 44# 27# 13# 14# 29# 38# 71# 17# 82# 48# 4

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

THE CBI DIMENSIONS

HERITAGE AND CULTUREATTRIBUTES

HISTORY ART AND CULTUREOVERALLRANK

OVERALLRANK

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

NZ NEW ZEALAND NO Norway CH Switzerland MV Maldives CR Costa Rica IS Iceland MU Mauritius ZA South Africa HR Croatia SE Sweden TZ Tanzania IT Italy NA Namibia AT Austria CA Canada

CR ISRAEL JP Japan TZ Tanzania NZ New Zealand IT Italy IS Iceland CH Switzerland MV Maldives PE Peru FR France IN India EG Egypt SE Sweden ES Spain AU Australia

# 3# 12# 2# 18# 24# 19# 22# 35# 40# 7# 68 # 10# 37# 17# 1

# 28# 4# 68# 3# 10# 19# 2# 18# 44# 9# 29# 57# 7# 14# 5

THE CBI DIMENSIONS

HERITAGE AND CULTUREATTRIBUTES

NATURAL BEAUTY AUTHENTICITYOVERALLRANK

OVERALLRANK

Page 53: Country Brand Index 2011

WORLD EVENTS

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.

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.

THE CBI DIMENSIONS

TOURISMINTRODUCTION

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54. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX

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.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.16.17.18.19.20.21.22.23.24.25.

JP Japan IT Italy ES Spain US United States FR France CH Switzerland TH Thailand AU Australia NZ New Zealand MV Maldives MU Mauritius DE Germany CA Canada BR Brazil SE Sweden IN India AT Austria SG Singapore AR Argentina TR Turkey MY Malaysia CL Chile MX Mexico FI Finland 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

TOURISM RANKING OVERALLRANK

THE CBI DIMENSIONS

TOURISMTOP 25

© All rights reserved.

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.

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THE CBI DIMENSIONS

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.

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

TOURISMTOP 25

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

MV MALDIVES MU Mauritius JP Japan CH Switzerland US United States AE United Arab Emirates ES Spain BM Bermuda LC St. Lucia TH Thailand SE Sweden NZ New Zealand FJ Fiji CA Canada IT Italy

IT ITALY FR France JP Japan ES Spain SG Singapore TH Thailand IN India BR Brazil MY Malaysia CH Switzerland DE Germany VN Vietnam GR Greece AU Australia US United States

# 18# 22# 4# 2# 6# 25# 14# 21# 39# 26# 7# 3# 45# 1# 10

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

THE CBI DIMENSIONS

TOURISMATTRIBUTES

RESORT AND LODGING OPTIONS

FOODOVERALLRANK

OVERALLRANK

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

JP JAPAN IT Italy FR France US United States IL Israel GB United Kingdom NZ New Zealand EG Egypt ES Spain CH Switzerland AU Australia PE Peru IN India AT Austria ZA South Africa

TH THAILAND US United States MY Malaysia AR Argentina IN India LA Laos ID Indonesia KH Cambodia VN Vietnam TR Turkey AU Australia NZ New Zealand ES Spain BZ Belize PY Paraguay

# 4# 10# 9# 6# 28# 13# 3# 57# 14# 2# 5# 44# 29# 17# 35

# 26# 6# 43# 32# 29# 80# 76# 83# 59# 48# 5# 3# 14# 49# 106

THE CBI DIMENSIONS

TOURISMATTRIBUTES

ATTRACTIONS VALUE FOR MONEYOVERALLRANK

OVERALLRANK

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

AU AUSTRALIA BR Brazil US United States MV Maldives BS Bahamas TH Thailand GR Greece ES Spain IT Italy FJ Fiji MU Mauritius FR France ZA South Africa MX Mexico BB Barbados

US UNITED STATES GB United Kingdom BR Brazil ES Spain FR France IT Italy AU Australia TH Thailand AR Argentina DE Germany JP Japan NL Netherlands SG Singapore GR Greece CN China

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

# 6# 13# 31# 14# 9# 10# 5# 26# 32# 11# 4# 23# 16# 27# 65

THE CBI DIMENSIONS

TOURISMATTRIBUTES

BEACHES NIGHTLIFEOVERALLRANK

OVERALLRANK

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.

US UNITED STATES FR France IT Italy GB United Kingdom JP Japan CN China SG Singapore AE United Arab Emirates TH Thailand DE Germany IN India AR Argentina AU Australia ES Spain CA Canada

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

THE CBI DIMENSIONS

TOURISMATTRIBUTES

SHOPPING OVERALLRANK

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THE CBI DIMENSIONS

TOURISMEMERGING TRENDS BY THE EXPERTS

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.

Access for all

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

Fly me to... the service

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 real thing

The growing middle class has created 700 million new travelers from Asia and Latin America. Likewise, travel is becoming increasingly common amongst Eastern Europeans.

perception between long- and short-haul flights.

Standards of in-flight service are under scrutiny, particularly for long distance flights, e.g. poor quality food, availability and range of entertainment.

The trend towards thematic and experiential travel continues. Travelers seek to become immersed in a country, and to gain local knowledge and understanding.

There is growth at both ends of the price spectrum. The increase in number of budget travelers has resulted in a boom in related short-haul, low-cost travel. In parallel, there is huge growth in luxury and premium

There is increasing demand for more low-cost airlines and lower budget hotels.

Economy class air travel has become more comfortable as airlines update their fleets. New hotel properties

seem to emphasize modernity but retain warmth, with a trend toward small boutiques priced slightly below international chain five-stars.

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.

The Middle East is viewed as undervalued and under-promoted, yet with significant potential given its combination of history, art, religion and culture.

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THE CBI DIMENSIONS

TOURISMEMERGING TRENDS BY THE EXPERTS

Concern is growing and increasingly widespread over the issue of responsible environmental management and sustainability. Travelers will increasingly hold countries accountable

The echoes of eco

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.

Far east fast

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

Short, regular stays

for their carbon footprint and expect to see tourism taxes contributing towards environmental causes.

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.

unrelated to socioeconomic status.

There is growth in travel amongst both Baby Boomers and Generation Y (domestically and internationally). Meanwhile,

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.

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.

travel amongst middle-aged generations is more static. Uncertainty and dynamic

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

Sustainability is becoming tablestake rather than simply a nice to do.

as tripadvisor.com and TravelPost.

This growing tendency towards short vacations is mirrored in the trend towards independently organized travel

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THE CBI DIMENSIONS

TOURISMEMERGING TRENDS BY THE EXPERTS

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.

Do it yourself

People are hungry for opportunities to share, publishing through Facebook and Twitter, rather than simply traveling for the experience itself.

Me and my friends

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.

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.

There is a need for tailor-made tour packages that appeal to all kinds of travelers, available via the internet.

Even if the economy is not at its best, consumers seem to find a way to adjust, with

Peer recommendation has increasingly become more relevant to people than expert advice.

Travel agencies will need to find new and genuine ways of providing travel advice.

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.

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.

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BEYOND NATIONAL BOUNDARIESIndividual 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

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.

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

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.

LATIN AMERICAA 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.

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1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.16.17.18.19.

CR Costa Rica BR Brazil AR Argentina CL Chile PE Peru MX Mexico UY Uruguay DO Dominican Republic CU Cuba PA Panama EC Ecuador GT Guatemala VE Venezuela CO Colombia HN Honduras BO Bolivia NI Nicaragua PY Paraguay SV El Salvador

# 24# 31# 32# 34# 44# 47# 50# 55# 56# 67# 75# 81# 84# 89# 90# 96# 100# 106# 109

3 10 1 6 3 1 3 17 6

0 1 5 7 4

N/A N/A

2 N/A

4

RANKING MOV. RANK. 2010 GRAL.

LATIN AMERICARANKINGS

BEYOND NATIONAL BOUNDARIES

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BEYOND NATIONAL BOUNDARIES

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.

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.

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 one-third of the world’s population and are categorized by their ability to influence global affairs and economics.

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BEYOND NATIONAL BOUNDARIES

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.

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

BRICS: A FAMILY OF DIVERGENT COUNTRY BRANDS

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BRICSRANKINGS

BEYOND NATIONAL BOUNDARIES

1.2.3.4.5.

IN India BR Brazil ZA South Africa CN China RU Russia

# 29# 31# 35# 65# 82

6 10 4 9 1

RANKING MOV. RANK. 2010 GRAL.

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BEYOND NATIONAL BOUNDARIES

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

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

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.

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BEYOND NATIONAL BOUNDARIES

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

fiftieth place, in large part because of declining perceptions around Investment Climate, Regulatory Environment and Skilled Workforce. Syria, Tunisia and Libya all suffered declines in Good for Business and are now considered very weak within the dimension.

While the impact of the Arab Spring is ongoing, it is inevitable that this massive sociopolitical event will have enormous bearing on brand perception over the coming years, and in turn, on economic viability. New democracies present countless opportunities for nations to elevate their standing in Value System and Quality of Life, especially.

MENA: THE EFFECTS OF THE ARAB SPRING

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MENARANKINGS

BEYOND NATIONAL BOUNDARIES

RANKING MOV. RANK. 2010 GRAL.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.

AE United Arab Emirates IL Israel EG Egypt OM Oman MA Morocco LB Lebanon SA Saudi Arabia JO Jordan QA Qatar DZ Algeria SY Syria BH Bahrain TN Tunisia LY Libya

# 25# 28# 57# 58# 62# 63# 69# 71# 72# 85# 92# 94# 98# 110

3 2 1 1 2 8

0 4 2 15 5 14 15 6

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BEYOND NATIONAL BOUNDARIES

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

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 eighty-third 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.

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.

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BEYOND NATIONAL BOUNDARIES

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.

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

APAC: A JUXTAPOSITION OF CULTURE AND COMMERCE

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APACRANKINGS

BEYOND NATIONAL BOUNDARIES

RANKING MOV. RANK. 2010 GRAL.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.16.17.18.19.20.

NZ New Zealand JP Japan AU Australia SG Singapore MV Maldives TH Thailand IN India KR South Korea MY Malaysia FJ Fiji VN Vietnam NP Nepal CN China ID Indonesia PH Philippines LA Laos KH Cambodia BD Bangladesh IR Iran PK Pakistan

# 3# 4# 5# 16# 18# 26# 29# 42# 43# 45# 59# 61# 65# 76# 78# 80# 83# 107# 111# 113

0 2 3 1 2

0 6 2 1 6 4 2 9 4 13 8 7 5 2 5

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BEYOND NATIONAL BOUNDARIES

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.

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.

EUROPE: A REGION IN TURMOIL

Europe is home to a large number of strong country brands, especially relative to other regional groupings.

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EUROPERANKINGS

BEYOND NATIONAL BOUNDARIES

RANKING MOV. RANK. 2010 GRAL.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.16.17.18.19.20.21.22.23.24.25.26.27.28.29.30.31.32.33.

CH Switzerland SE Sweden FI Finland FR France IT Italy DE Germany NO Norway GB United Kingdom ES Spain DK Denmark AT Austria IS Iceland IE Ireland NL Netherlands GR Greece PT Portugal BE Belgium CZ Czech Republic HR Croatia CY Cyprus  TR Turkey MT Malta SI Slovenia HU Hungary EE Estonia BG Bulgaria AL Albania SK Slovakia PL Poland RU Russia RS Serbia RO Romania UA Ukraine

# 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

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

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BEYOND NATIONAL BOUNDARIES

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.

The next clear tier of competitive African country brands includes Egypt, Morocco, Namibia, Botswana, Tanzania and Kenya, all performing well in both Tourism and Heritage and Culture. Interestingly, Namibia ranks moderately well and fairly consistently across measures of brand strength, ranking higher than Egypt and coming in at an impressive thirty-seven in the index overall. Egypt remains a strong tourist destination in the region, however, and has risen to the top spot for History and leads Africa in Attractions.

It is important to mention that fifteen out of the twenty-three African countries evaluated have weak or very weak standings overall and are ranked at eighty-five or below. This year, Zimbabwe moved up one spot from its position at the bottom in 2010. Like many of its counterparts in the bottom ten, Zimbabwe has suffered from over a decade of political and economic turmoil, has a poor human rights record and is known to have some of the most severe restrictions on press freedom in the world.

A continuing issue for the world is to help Africa realize its full potential and for African leadership to undertake a concerted effort in communicating their vision and countless opportunities for growth. From the Arabic and Islamic north to the central and southern continental nations, the challenge of educating a growing population and raising the standard of living is directly related to governments’ ability to establish the rule of law, civil liberties and anti-corruption practices.

AFRICA: 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.

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AFRICARANKINGS

BEYOND NATIONAL BOUNDARIES

RANKING MOV. RANK. 2010 GRAL.

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.16.17.18.19.20.21.22.23.

MU Mauritius ZA South Africa NA Namibia BW Botswana EG Egypt MA Morocco TZ Tanzania KE Kenya DZ Algeria SL Sierra Leone CM Cameroon MZ Mozambique GH Ghana SD Sudan ET Ethiopia TN Tunisia UG Uganda RW Rwanda CG Congo SN Senegal NG Nigeria LY Libya ZW Zimbabwe

# 22# 35# 37# 53# 57# 62# 68# 77# 85# 86# 87# 88# 91# 93# 95# 98# 99# 102# 103# 104# 108# 110# 112

1 4 1 2 1 2 5 9 15 8 10 7 13 8 1 15 8 9 4 1 2 6 2

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FULL LIST OF COUNTRIES

CA Canada CH Switzerland NZ New Zealand JP Japan AU Australia US United States SE Sweden FI Finland FR France IT Italy DE Germany NO Norway GB United Kingdom ES Spain DK Denmark SG Singapore AT Austria MV Maldives IS Iceland IE Ireland BM Bermuda MU Mauritius NL Netherlands CR Costa Rica AE United Arab Emirates TH Thailand GR Greece IL Israel IN India

PT Portugal BR Brazil AR Argentina BE Belgium CL Chile ZA South Africa BB Barbados NA Namibia CZ Czech Republic LC St. Lucia HR Croatia BS Bahamas KR South Korea MY Malaysia PE Peru FJ Fiji CY Cyprus  MX Mexico TR Turkey BZ Belize UY Uruguay MT Malta SI Slovenia BW Botswana TT Trinidad & Tobago DO Dominican Republic CU Cuba EG Egypt OM Oman

VN Vietnam HU Hungary NP Nepal MA Morocco LB Lebanon JM Jamaica CN China EE Estonia PA Panama TZ Tanzania SA Saudi Arabia BG Bulgaria JO Jordan QA Qatar AL Albania SK Slovakia EC Ecuador ID Indonesia KE Kenya PH Philippines PL Poland LA Laos GT Guatemala RU Russia KH Cambodia VE Venezuela DZ Algeria SL Sierra Leone CM Cameroon

MZ Mozambique CO Colombia HN Honduras GH Ghana SY Syria SD Sudan BH Bahrain ET Ethiopia BO Bolivia RS Serbia TN Tunisia UG Uganda NI Nicaragua RO Romania RW Rwanda CG Congo SN Senegal UA Ukraine PY Paraguay BD Bangladesh NG Nigeria SV El Salvador LY Libya IR Iran ZW Zimbabwe PK Pakistan

1.2.3.4.5.6.7.8.9.

10.11.12.13.14.15.16.17.18.19.20.21.22.23.24.25.26.27.28.29.

30.31.32.33.34.35.36.37.38.39.40.41.42.43.44.45.46.47.48.49.50.51.52.53.54.55.56.57.58.

59.60.61.62.63.64.65.66.67.68.69.70.71.72.73.74.75.76.77.78.79.80.81.82.83.84.85.86.87.

88.89.90.91.92.93.94.95.96.97.98.99.

100.101.102.103.104.105.106.107.108.109.110.111.112.113.

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

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

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

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

Page 80: Country Brand Index 2011

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

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

LOOKING TO 2012

80. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

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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.

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.

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.

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.

Similarly, Latin America will benefit from developments in infrastructure and inter-regional tourism, signaling growth and popularity.

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.

LOOKING TO 2012

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EXPERTS AND OPINION FORMERS Pauline Abadie, Singapore airline, Air Hostess, FranceJames Abbott, Strategy Council for Weber Shandwick, AustraliaSoledad Aguado, Editorial Director, Revista Huéspedes, ArgentinaFelipe Aldunate, América Economía, ChileJorge Arias, Konrad Adenauer Foundation, ArgentinaNicholas Ashill, Marketing Professor and Department Head, American University of Sharjah, UAEAshish Banerjee, Vice President, Brand (Commercial), DU, Dubai, UAEJesus Blanco, CEO, Emicom Media Ltd., Dubai, UAESylvain Bosc, CORSAIRFLY Marketing and Network Director, FranceKen Boundy, Principal, The Insight and Strategy Group, Singapore

David Bowser, Senior Consultant of Strategy & Public Policy at The Nous Group and Cogitatio, AustraliaAlejandro Carbon, Vice President of Corporate Development, Majid Al Futtain, Dubai, UAEGary Caulfield, Creative Director, Ogilvy Jakarta, SingaporeClarke L. Caywood, Ph.D., Professor, Northwestern Univ., Evanston IL, USAlexander Chan, Senior Vice President, Strategy and Business Development, Citi Asia Pacific, ChinaQinnie Chan, Runway Model, ChinaJonathan Cheung, Manager - Asia Pacific Financial Analysis, RS Components, ChinaAnthony Choi, Managing Director, Van Klaren, Board Member of Zhejiang HK Association, ChinaAureliano Cicala, Alitalia, Italy

Camilo Concha, President of Smart Media, ColombiaNathalie Dalle, Lufthansa Sales Coordinator, FranceChen Deng Chao, Senior IT Manager, China Mobile, China Alberto Desimone, Strategic partner of Aerolíneas Argentinas, ArgentinaAlejandro Díaz, Amcham Executive Director, ArgentinaMarina Diniz, International DJ, BrasilFraser Dinnis, Managing Partner, Trevose Capital Pte Ltd, SingaporePaulo Roberto Domingues de Faria, Professor at ESPM University and Entrepreneur in Real State industry, BrasilCoca Edwards, Adimark, ChileSergio Estrada, VP Citibank Bogotá, ColombiaJody Evans, Senior Lecturer at Melbourne Business School and Board Member of Public Galleries Association of Victoria, AustraliaIan Ewart, SVP Markting, RBS Wealth, UK

Marina Ferriani, Comercial Director at Amarello Magazine, BrasilMila Fiorese, International Marketing Manager at BRF Brasil Foods, BrasilPeter Flamman, General Manager Northern Europe at Turner Broadcasting System EMEA, UKJames Frost, Head of Loyalty, Nectar, UKHelen Graney, Managing Director of Jack Morton, AustraliaWaldinei Guimaraes, Market Intelligence Manager at Netshoes, BrasilEstefânia Guimarães, Intercultural advisor with focus in Diversity for Global Line company, BrasilBen Hartman, Head of Personalities and Athletes at Octagon, AustraliaAlfredo Hasbún, Air Canada, ChileCarly Herrig, Head of Corporate at Weber Shandwick, AustraliaDong Hong Gang, famous Kun Qu Opera actor, China

Ricardo Huancaruna, Altomayo, PerúSean Hughes, Senior Financial Advisor for GT Group and Chairman of Grand Hyatt Hotel Group, AustraliaMatt Jones, Senior Vice President of Strategy & Creative at Jack Morton, AustraliaAndrew Kefford, President (Asia Pacific), Results International Group, SingaporeBrian Kelly, Founder, The Points Guy, Miami, USSheikha Lubna bint Khalid Al Qasimi, Her Excellency, UAE’s Minister of Foreign Trade, UAEAnna Klingmann, M.Arch, Ph.D, Principal, Klingmann Architects & Brand Consultants, New York, USMaite de La Torre Campo, Director and Tourism Counselor for the Spanish Office Tourism in Paris, FranceShalini Lalwani, Market Research Consultant, Singapore

Page 83: Country Brand Index 2011

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EXPERTS AND OPINION FORMERS Carmen Lau, Head of Business HR, Global Services Sales, Nokia, ChinaFederico Leonhardt, Entrepreneur in Real State industry, ArgentinaMarc Levy, Director at Right Lane Consulting, AustraliaDavid T.C. Lie SBS, OM, JP, Honorary Consul of The Hashemite Kingdom of Jordon in HKSAR, Chairman & CEO, Newpower Group, ChinaDavid Liu, Managing Director, Weber Shandwick ChinaJulienne Loh, Vice President and Country Manager, MasterCard Worldwide, SingaporeHelen López, Axia Manager, ColombiaErmelinda Mascia, Alitalia, ItalyIgnacio Masías, Andean Experience / Inkaterra, PerúServane Monot, Air France Air Hostess, FranceFelipe Muñoz, DAS Director, ColombiaChris Murchison, Senior Director, JLT Asia, Singapore

Freddy Neira, Centro Internacional de Estudios Turísticos de ChileSandra Ng, Director of Human Resources, JW Marriot HK, ChinaSean Nicholls, Managing Director of Octagon, AustraliaRossitza Ohridska Olson, President, Vizantia Enterprises inc, Florida, USDr. Dougald Oreilly, School of Archaeology and Anthropology,The Australian National University, Singapore Kivanc Ozdemir, Corporate Marketing & Distribution Manager, The Marmara Collection, New York & Istanbul, USMarco Palacio, Former President of the Argentine Chamber of Tourism, ArgentinaOrnella Pascucci, RobinTour Milano, ItalyFernando Pastor, Kuna, PerúGraham Pearce, Editor-in-Chief, Viva Asia Magazine, Singapore

Alfredo Pinillos, Patronato Huacas de Moche, PerúArmando Politi, Country Brand Manager Techint, ColombiaLisa Popplewell, Vice President and General Manager of Weber Shandwick, AustraliaCreel Price, Accelerate Global Entrepreneur, Philanthropist and Chairman of Global Ethics AustraliaTania Purcell, Managing Director of Kidpreneur Foundation, AustraliaMike Putman, Founder, Growth Strategy & E-commerce Specialist, Travel Team Consulting, US Eulalia Queralt, Marketing Executive for the Spanish Office Tourism in Paris, FranceDoris Quispe, Hotels Manager, ColombiaPablo Ramírez, Horwath HTL Chile / DTS Consultores, ChileNick Rees, Country Manager Singapore & Brunei, Emirates Airlines, Singapore

David Richelsoph, US Embassy, Cambodia, SingaporeRaúl Rivera, TNX / Author of «Nuestra Hora», ChileChristopher Ruane, Growth Strategist, Flare Innovation, SingaporeIan Rumsby, Chairman of Weber Shandwick, AustraliaMara Seminario, Tourist consultant, PerúPrasad Shinde, Senior Vice President, Synovate, SingaporeRichard Shrapnel, Head of Advisory at Pitchers Partners AustraliaAlberto Sobredo, Unilever / Icare, ChileCarolina Solanilla, Red Bull Regional Manager, ColombiaWes Sonnenreich, Chief Science and Technology Officer for Sirius Minerals, AustraliaMiguel Stuart Milde, Real Estate Broker, ArgentinaYan Su, Vice-President. Union Travel, China

Georg Toufar, Director European Marketing & Sales, Member of the Executive Committee at Mundipharma International, UKJacquelynne Willcox, Senior Strategic Council for Weber Shandwick, AustraliaDrew Williams, Corporate Advisor for Aragon Capital and Director of Ausanda Communications, AustraliaDanielle Young, Policy and projects manager, RICS, ChinaGonzalo Zegarra, SE, PerúLi Zhi, Marketing Director, Luxtrip, ChinaElton Zuccon, Manager at Sabesp, Brasil

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SECONDARY SOURCES

AccuWeather.comAdbusters.orgAgencia Nacional de Policía JaponesaBBC NewsBloombergbusinessweek.comCBS NewsCNNCNNMoney.comCNNtech.comDaily Mail

Environmental Performance IndexFinancial TimesFreedom House: Freedom in the World Reporthoy.esIndex of Economic FreedomInternational Organization for StandarizationInternational Telecommunication Union (ITU)

Japan Ministry of Justice and JNTOlanacion.com.arLe Monde diplomatiqueLos Angeles TimesNPRPetro ChinaReutersStandard & Poor’sThe CIA World Factbook The Economist

The Guardian, UKThe Huffington PostThe Irish TimesThe New York Times The Telegraph, UKThe Wall Street Journal The Washington PostUN agency for information and communication technologiesUN Human Development

ReportsUNESCOVisit BritainWorld Bank Doing Business IndexWorld Economic Forum World Governance Index: Governance Matters World Travel & Tourism CouncilYahoo News

Page 85: Country Brand Index 2011

85. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

THE 2011-2012 CBI EDITORIAL TEAM

GENERAL DIRECTION

EDITORIAL DIRECTION

CONTENT DIRECTION

CONTENT DEVELOPMENT NEW YORK

CONTENT DEVELOPMENT BUENOS AIRES

CONTENT DEVELOPMENT LONDON

DESIGN / BUENOS AIRES

COORDINATION

Chris Nurko

Gustavo Koniszczer

Victoria Berry

Daniel RosentreterVeronique BergeronNaz Damla Altan

Laura AlfanoAndrea CornoMaría Eugenia Piacentini

Tom Adams

Ileana CoppoliGuillermo AltubeJavier BulacioBárbara Medici

Fabiana Bisso

Page 86: Country Brand Index 2011

86. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

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

Page 87: Country Brand Index 2011

87. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX © All rights reserved.

CONTACT

For more information about the Country Brand Index, marketing seminars or FutureBrand’s services; or to purchase customized data, please contact:

Patrick SmithCEO, FutureBrand [email protected]

Christopher NurkoGlobal Chairman, FutureBrand [email protected]

Tom AdamsChief Digital Officer, FutureBrand [email protected]

Gustavo KoniszczerManaging Director, Spanish Latin [email protected]

Mindy SabellaDirector of Business Development, FutureBrand North [email protected]

Victoria BerrySenior Strategist, FutureBrand North [email protected]

Jack ArrowsmithBusiness Development & Marketing Manager, FutureBrand [email protected]