This is the ourth year FutureBrand has produced the Country BrandIndex, a global study that ranks countries as brands and assessesopportunities, insights and ndings related to nation branding. When westarted, country branding was still a relatively new concept that otenrequired considerable explanation. Since that time, however, many morecountries have started to ocus on their brands. Destination and citybranding have become more widespread as well; even regions havestarted looking or ways to harness the power o their brands, which ismore critical in this time o global economic crisis.
Three noteworthy limitations have also emerged:
Countries generally approach marketing and brandingin a decentralized way, which neither maximizes noreectively leverages the power o the brand acrossthe country, its ministries and its citizens.
Country branding is seen as tactical and short term,rather than as an essential strategic activity that requireslong-term investment.
Country branding has become more generic and “sae”in its approach and implementation. Few brands liveup to the special essence o the countries they represent.