3. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
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connection with a ripple eect, encouraging others around theworld to visit, do business, learn and build lives in a place.Like any brand, a country brand must be consistent acrossmany touchpoints, rom advertising and public relationsto political representatives, cultural ambassadors, tourists,companies and indigenous products.These eatures, in addition to a strong point o view, roleon the world stage and concerted eort to drive progress,tourism, immigration, exchange and partnership make thedierence between nation states and genuine country brands.But the most important actors—the aspects that trulydierentiate a country brand—are its associations andattributes across fve key dimensions:
Good for Business
Heritage and Culture
.A strong country brand is more than the sum o its attributes:in total, it must make people’s lives better. From progressivepolitics to a sense o openness and reedom o speech, acountry that is geared around its people and their needs willalways score highly. From this comes a strong emotional
WHAT MAKES A STRONGCOUNTRY BRAND?
, we assess thestrength o a country brand in muchthe same way as any other brand.We measure awareness, amiliarity,preerence, consideration, advocacyand active decisions to visit or interactwith a place.