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Country Brand Index
2012-13
Country Brand Rankings Themes of 2012-13: Leaders at a Glance Tomorrow’s Leading Country Brands: The Future 15

4
The Region Report

8
The Dimensions of a Country Brand

40 93

Future Forward

60

69

I N T RO D U C T I O N

Welcome to the eighth edition of FutureBrand’s Country Brand Index.
The Country Brand Index, or CBI, is a preeminent global study of country brands. We annually measure and rank global perceptions around the world’s nations—from their cultures, t
Country Brand Index
2012-13
Country Brand Rankings Themes of 2012-13: Leaders at a Glance Tomorrow’s Leading Country Brands: The Future 15

4
The Region Report

8
The Dimensions of a Country Brand

40 93

Future Forward

60

69

I N T RO D U C T I O N

Welcome to the eighth edition of FutureBrand’s Country Brand Index.
The Country Brand Index, or CBI, is a preeminent global study of country brands. We annually measure and rank global perceptions around the world’s nations—from their cultures, t

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Published by: Christian Tinoco Sánchez on Nov 02, 2012
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06/06/2014

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Introduction

94

New World Order

95

The ‘Made in…’ Movement

96

Global Urbanization

97

The New Consumer

98

Country Brand Index 2012–13

© FutureBrand, All Rights Reserved

94

Exactly how the world will
change is uncertain, but
change itself is a certainty.

The increasing connectivity of the world and the

redistribution of regional infuence will give rise to

new players, new opportunities and new defnitions of

success. In this section, we’ve identifed the big global

movements currently underway and how these trends

will shape our future—from how we understand and

navigate the world, to where we decide to travel and

live, to how we do business and their trigger-efect on

other areas of the world.

fUTURE fORwaRD

© FutureBrand, All Rights Reserved

95

Country Brand Index 2012–13

Known by many names,
tomorrow’s emerging markets
may help us understand the
world today.

In recent years, much attention and countless
naming conventions have been given to new,
conveniently-connected country bundles. BRIC,
N-11, MIKT, BRICS, MIST, CIVETS, EAGLE—not to
mention the G7, G8, G8+5, G20. The list goes on.
And in all probability, it will continue to grow.

But that’s not to say these groupings aren’t
problematic. Oftentimes, countries are bundled
in ways that are by no means natural or even
formalized. Organized around subjective
principles and popular political, economic or
social associations, these groupings are often
conceived by private-interest parties, such as
Goldman Sachs.

Take the BRIC countries as an example. It’s been
predicted that by 2050, Brazil, Russia, India and
China will eclipse the combined economies of
today’s richest nations. Those predictions are

based on two important factors: global land
area—of which the BRIC nations occupy nearly a
quarter—and population, of which they constitute
approximately 40 percent. These are clearly
signifcant deciders, but they aren’t necessarily
conclusive proof points in predicting the future of
the global economy.

Case in point, Russia—a linchpin in the theory of
BRIC. There’s no doubt that Russia is a wealthy
nation rich in energy and raw materials. But the
country’s declining power hasn’t gone unnoticed.
As one of our regional experts put it, “I would
paint the future of this region red.” Faced with
a shrinking population, the widespread exodus
of its top talent, government corruption and
closed foreign policy, Russia’s economic
potential is being signifcantly undercut.
Additionally, we may be overestimating the
connection between BRIC nations.

But there’s still something to be gleaned from the
current proliferation of country bundles. First and
foremost, while grouping nations together may
not help us predict every facet of that group’s
future, the act does represent an expected shift in
infuence. Groupings (and their related acronyms)

symbolize a move in power away from the West.
During a time when the EU—easily the most
iconic and formalized bloc of nations—faces
economic and political unrest, there’s a hunt on
to identify the next source of global infuence.

Just as interestingly, many of these topical
countries are now attempting to capitalize on
their given acronyms by using them as marketing
tools and a source of identity. In some cases,
countries are reverse engineering their names
in an attempt to translate a loose grouping into
formal alliances and geopolitical clout. And of
course, private-interest parties, specifcally in
investment, will also continue to beneft by co-
opting these groupings as means to promote
their emerging market strategies.

How accurate and valid these predictive
acronyms are remains to be seen, but the benefts
of being coined as the next emerging power
are undeniable. It’s a case of collective country
branding at its best.

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