Country Brand Index 2012–13
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At FutureBrand, we believe that the uture iscreated one decision at a time. Our decisionsrelate to the things that are closest to us—wherewe live, the companies we work or, the productswe use. And those decisions are oten inormedby brands. As a result, brands are among the mostimportant drivers o the uture.The same is true or country brands, but on alarger scale.As travelers, business leaders, employees, parentsand consumers, we make decisions related tocountries every day: how we describe our identity,where we choose to live, who and where webuy our products rom, where we educate ourchildren, where we set up our companies andwhere we go on holiday. To the extent that wechoose countries in these contexts, our decisionsare largely inormed by the automatic associationswe have with them. For instance, Switzerland isgood or banking and watches, Japan is good orcars and electronic goods and Costa Rica is goodor coee and beaches. Our choices are alsoinormed by how amiliar we are with countriesand whether we have visited them or not.Every time we make a decision inormed by anassociation with a place, it creates the uture.When you multiply that with billions o peoplearound the world every year, it can create wavesthat dictate the shape o our lives or decades tocome. Just look at new decisions being made byhundreds o millions o new Chinese consumersto buy luxury goods, home appliances and tripsabroad. These aect global exchange rates,quality o lie and new relationships the world over— many o which are inormed by their intentionto buy a little bit o other cultures through theirbrands, capital cities and entertainment.Our rankings show us what qualities peopleassociate with dierent places and their strengtho perception, giving us a good indication o thedecisions they will make in relation to those placestoday. This will in turn have a positive or negativeeect on every country in the uture.But there’s another aspect to our study that goesbeyond what people think today. Our globalexperts look urther than existing perceptionso places to understand the broader orcesthat shape them, and as such, which specicdimensions will come to be the most importantdrivers o choice in the uture. This gives usour Future 15 country brands—a collection obrands that we believe will enjoy the strongestperceptions in years to come.And nally, because our dimensions examinea balance o perceptions between pleasurableexperiences and ethical, environmental andpolitical considerations, we can also show howthe strongest uture country brands—like thestrongest brands o any kind—are those whichdeliver what we want now as well as what societyneeds long term.
Country Brands Createthe Future