You are on page 1of 36

Bloom Consulting

Country Brand Ranking


Trade Edition

2013

Afghanistan, Albania, Algeria, Angola, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Chad, Chile, China, Colombia, Congo Dem. Rep., Congo Rep., Costa Rica, Cte d'Ivoire, Croatia, Cuba, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Equatorial Guinea, Estonia, Ethiopia, Fiji, Finland, France, Gabon, Gambia, Georgia, Germany, Ghana, Gibraltar, Greece, Grenada, Guatemala, Guinea, Guinea-Bissau, Guyana, Haiti, Honduras, Hong Kong SAR China, Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Korea Rep., Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia, FYR, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Mauritania, Mauritius, Mexico, Micronesia, Moldova Rep., Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Zealand, Nicaragua, Niger, Nigeria, Norway, Oman, Pakistan, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Samoa, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Swaziland, Sweden, Switzerland, Syrian Arab Republic, Taiwan, Tajikistan, Tanzania, United Rep., Thailand, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uruguay, Uzbekistan, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe,

Bloom Consulting Since 2003

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Bloom Consulting
Brief Introduction
During the last decade, Bloom Consulting has developed Nation Brand, City Brand and Place Brand strategies for clients around Europe, Latin America, and the U.S.A. We have worked with political leaders and ministers with a clear objective in mind: to manage the Country Brand as a strategic asset from an economic and political point of view. Bloom Consulting has offices in Madrid (HQ), Lisbon, Sao Paulo, and Los Angeles. We have gained the respect of international media such as Jose Filipe Torres, the CEO of the company. , , and , who have interviewed

Mr. Torres is considered one of the top 3 experts in Nation Branding (source: Country Branding Central) and he participates in world-class conferences and forums as a keynote speaker. Bloom Consulting publishes annually the Bloom Consulting Country Brand Ranking for Trade and Tourism. It is the most comprehensive Brand Index of its kind, analyzing the brand performance of 187 countries and territories worldwide. The Bloom Consulting Country Brand Ranking incorporates unique variables such as the revolutionary Online Search Demand (OSD ), which measures the online appeal of a country and the Country Brand Strategy Rating (CBS Rating ), which assesses the effectiveness of a country's communication efforts. These variables allow us to classify and measure a country brand performance from a new point of view based on hard data rather than perceptions, surveys or expert opinions.

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 01

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

An introductory note from the CEO


Welcome
I proudly present to you our third edition of the Bloom Consulting Country Brand Ranking ! This year is a special year, as it marks one decade of Bloom Consulting working in the field of Nation Branding, City Branding and Place Branding. Each year has brought exciting challenges and projects and I am confident that all the work we have done has prepared us to meet any new future challenges. As a consultancy firm, we find ourselves at the forefront of big changes - we are now in the digital era of Country Branding. According to a recent report from The Economist Intelligence Unit (Economist IU - Assessing and explaining risk: Investors expectations after the financial crisis) more than 58% of investors assess investment risk online, against 49% who consult directly with their financial advisors. The same study also indicates that 55% of private investors and 53% of corporate investors say that the financial press is a major influence on their investment decision. This is a clear indicator that Countries, Regions and Cities, regardless of their size, can impact investors and decision makers in a completely new way, compared to 5 years ago As a reference, in 2012 alone, investor made around 63.000.000 online searches related to investment activities at a country level. Imagine the insight you can gain from this data and the conclusions you can draw. With this in mind, Bloom Consulting has developed a proprietary tool, the Online Search Demand (OSD ), in order to understand the online behavior of potential investors (see page 7, for more details about OSD ) and included it in the Ranking Algorithm I hope this brand ranking can provide you with valuable information and I encourage you to use it as an asset and further evidence of the impact a strong country brand may have on the national economic performance. Although we would like to go into more detail on each countrys performance, it is impossible to do so in this overview. However, if you are interested to find out more information on your country brands performance, please do not hesitate to contact us. Welcome to the Bloom Consulting Country Brand Ranking 2013. We hope you appreciate the great results and findings as much as we did!

Jos Filipe Torres CEO Bloom Consulting

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 02

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Bloom Consulting's CRC Brand Wheel


A Country Brand or a Place Brand is an asset for nations, cities or regions to be managed in order to achieve different objectives.

A different approach to Country and Place Branding

According to our Methodology, there are 6 different Country, Region and City Branding (CRC) objectives or dimensions represented in the Bloom Consulting CRC Brand Wheel (see figure 1): 1 Attraction of Investment (Trade) 2 Attraction of Tourism 3 Attraction of Talent 4 Increase in Pride 5 Improvement of Public Diplomacy 6 Increase in Exports Each of these six objectives, or dimensions, have different target audiences that have different needs. In other words, what attracts each particular target audience to opt for any country, region or city is completely different (see figure 1). Therefore, Bloom Consulting methodology is used to isolate each objective or dimension and to develop specific strategies for each one of them. One may ask why the objectives must be isolated if they refer to the same country brand? The reason for this is that a single strategy most probably cannot satisfy the needs of investors and tourists simultaneously. If it does, it becomes a very general message that most probably will not have enough content to make the difference. According to Bloom Consulting theory, only very few countries can satisfy all needs under an umbrella strategy. Therefore each country, with a professionalized Country Brand, Region Brand, or City Brand strategy, should select the target audience and attend to their needs. By strategies, Bloom Consulting does not refer to logos. You can have the same logo for all six dimensions or no logo at all. The brand is not the logo. Figure 1. Bloom Consulting CRC Brand Wheel objectives, target audience and respective needs

Experience

Tourists
Adv ant ag e

Tourism

le Sty fe Li

e forc ork W t len Ta

Inv est ors Inve stm e

nt

id e

Country, Region, City Brand


D iplo m acy
G e n e r al p u b li c
R e sp e c t

Pr

nal

tio

ra t

ion

There are 6 objectives or dimensions for every Country, City and Region Each dimension has 6 different target audiences Each target Audience has a specific need

Exp

Com
ss

Bloom Consulting Since 2003

Ad

mi

Na

U ni
que

or
ts
e

pa

ni

ne

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 03

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Bloom Consulting's CRC Brand Wheel

A different approach to Country and Place Branding


Another important aspect that reflects Bloom Consulting's approach is its performance measurement system. Bloom Consulting has developed a set of performance dashboards that allows us, for the first time, to measure the impact of Nation Branding in the 6 dimensions. Traditionally, the results were measured only by public perceptions, opinion surveys and interviews with experts. However, with new proprietary tools, Bloom Consulting is now able to measure the impact of the brand strategy with new variables such as Online Search Demand (OSD ), which measures the appeal of a country for each target audience (see explanation of OSD in page 7) and the economic impact caused by FDI (Foreign Direct Investment). However, not all 6 dimensions can be measured in the same way. Inside the 6 dimensions there are 3 that can be measured in a more tangible way and 3 that can be measured only in an intangible way. Trade (Investment), Tourism and Talent, represented at the top part of the sphere in figure 2, are the ones that can be measured in a more tangible way. See figure 2 to understand the current measurement system. Although we do not discard the importance of the 3 intangible dimensions, Bloom Consultings objective is to make Nation Branding Strategy as tangible as possible. Therefore, we focus on the three tangible dimensions and we call it The 3T approach : 1- Trade (Investment), 2- Tourism and 3- Talent. Based on these explanations, Bloom Consulting should create 3 independent rankings. One for Trade (Investment), one for Tourism, and one for Talent. For the time being only 2 have been developed - Trade and Tourism. This ranking deals only with the Trade dimension (Investment).

Figure 2. Current measurement system for each dimension. Trade (Investment) is the dimension selected for this Ranking

Present Ranking

Current measurement systems

Experience

Tourists
Adv ant ag e

?
Perceptions

!
OSD

Tourism

Inv est ors Inve stm e

nt

$
Revenue

id e

Country, Region, City Brand


D iplo m acy
G e n e r al p u b li c
R e sp e c t

Happiness

These 3 Dimensions can be measured in a more tangible way using metrics such as OSD and Revenues

le Sty fe Li

e forc ork W t len Ta

:)

Exp

Com
ss

tio

ra t

?
Perceptions

!
OSD

mi

$
Revenue

Happiness

These 3 Dimensions can only be measured in an intangible way using metrics such as Perceptions and Happiness

Pr

nal
Ad

s
ion

Na

Bloom Consulting Since 2003

U ni
que

or
ts
e

pa

ni

ne

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

:)

Page 04

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

The Methodology

Understanding how Bloom Consulting developed the ranking


The Bloom Consulting Country Brand Ranking is derived from the Bloom Algorithm. This ranking contemplates the Trade (investment) dimension, therefore the Bloom algorithm will only consider investment related figures. This ranking does not try to measure solely country brand perception. The objective of this ranking is to classify how well each and every country is doing in terms of branding, that is, to measure how effective their brand is in the most tangible and realistic manner. For Bloom Consulting to classify the effectiveness of each Country Brand, we analyzed 4 key variables for each of the 177 countries included in this Brand Ranking (see figure 3). Through statistical modeling, Bloom Consulting was able to rank the countries to compare them with one another. The Algorithm takes into consideration each countrys economic level of development. The result is an accurate and objective Brand Ranking based on hard and soft data. Moreover, the Bloom Algorithm takes into consideration a country's performance in Bloom Consulting's rankings from previous years in order to leverage Country Brand equity. Figure 3. Bloom Consulting Country Brand Ranking algorithm variables

Trade (Investment)
Net Foreign Direct Investment inows Net Foreign Direct Investment growth

These results demonstrate a countrys appeal and is an important variable of the ranking

1st Variable

OSD :

Business Environment

Country Characteristics

Sectorial Expertise

If investors search online about a country it is a clear indicator of its appeal and is the most important variable of the ranking

2nd Variable

Country Brand Strategy Rating (CBS Rating )

If each country is using the most accurate country brand strategy is a key variable of the ranking

3rd Variable

Ocial website and Social Media performance

If each Investment Promotion Agency is performing well online, is the least important variable of the ranking, but still relevant.

4th Variable

1st Variable

2nd Variable

3rd Variable

4th Variable

Country Brand Ranking

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 05

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

The Methodology - Continued


Details of the first variable
Country Brand Ranking

1st Variable

2nd Variable

3rd Variable

4th Variable

The Foreign Direct Investment (FDI) performance is a very important variable in the ranking. Good economic results, whether achieved by a carefully planned strategy or not, are in part a consequence of good country branding. If one applies common sense to this variable, it is easy to understand that investors prefer to invest in a country with a good reputation rather than to a country for which this is not the case. Moreover, all information was calculated based on official UNCTAD international FDI statistics as Nation Branding is aimed at each countrys international audience, rather than the domestic one. As illustrated in figure 4, Trade (Investment) economic performance is based on: a) Net Foreign Direct Investment inflows Strategies and economic returns do not have an immediate impact, therefore the ranking looks at a countrys medium-term (5 years) historical economic performance in FDI revenues. This way, the ranking reflects more consistent trends rather than volatile changes that may occur in the recovering economic climate or due to political instability. and b) Net Foreign Direct Investment growth The growth in FDI of each country is also an important indicator when measuring the economic performance of a countrys brand. Therefore, the Brand Ranking computes the growth rate of FDI over the last five years for more consistent trends, rather than brief volatile changes.

Figure 3. Bloom Consulting Country Brand Ranking algorithm variables

Net Foreign Direct Investment inows


Average Net FDI inows between 2007-2011

Net Foreign Direct Investment growth


Average growth of Net FDI between 2007-2011

1st Variable

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 06

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

The Methodology - Continued


Details of the 2nd Variable
Country Brand Ranking

1st Variable

2nd Variable

3rd Variable

4th Variable

Traditionally, the only way to understand the appeal of a country to international investors is through market research and opinion studies based on extensive research. Now, for the first time, Bloom Consulting introduces a new measurement system as a variable in the Algorithm that is more accurate, more scientific, regularly updated and reaches a broader audience - the Online Search Demand (OSD ). By using its proprietary OSD Tool, Bloom Consulting is able to measure the total global online searches performed specifically for investment and assess international investors online behavior and decisionmaking process when selecting a country. The more online investment related searches a country has from international investors, the more appealing it is, regardless of its size or the type of investment it attracts. Why is this so relevant? According to a recent report from The Economist Intelligence Unit (Economist IU - Assessing and explaining risk: Investors expectations after the financial crisis) more than 58% of investors assess investment risk online, against 49% who consult directly with their financial advisors. Bloom Consulting has been able to define and gather all country characteristics (selling propositions and strategic positioning of all 177 countries) and messages or "Brand Tags" used by all the Investment Promotion Agencies. In total, 1.188.250 investment-specific keywords were classified into 50 investment Brand Tags, which allows us to understand selling propositions and strategic positioning of all 177 countries in the world. This information was gathered in eight different languages: Chinese, English, French, German, Japanese, Portuguese, Russian and Spanish, and it was used in the 2nd variable (see figure 4). NOTE: OSD information for every country cannot be presented in this document but can be ordered. If you are interested in a full OSD report for a specific country or a group of countries, please contact us at: countrybranding@bloom-consulting.com or call us directly at +34 913 080 286 (CET), we can provide you with a cost estimate for a Basic or Premium report. Figure 4. Brand Tags analyzed via OSD and used in the 2nd Variable

OSD : Business Environment


1. Access to Consumer Markets 2. Ease of Doing Business 3. Entrepreneurship Ecosystem 4. FDI Records 5. Government Support 6. Investment Incentives 7. Labor Market Policy 8. Legal System 9. Monetary Policy 10. Open Market Economy 11. Tax Policies 12. Workforce

Country Characteristics
13. Corruption Level 14. Cost of Living 15. Growing Economy 16. Infrastructure & Logistics Facilities 17. Natural Resources 18. Political Stability 19. Quality of Life 20. Security & Safety 21. Social Welfare 22. Strategic Location 23. Strong Economy 24. Utilities

Sectorial Expertise
25. Advanced Sciences Industry 26. Agriculture Sector 27. Automotive Industry 28. Chemical Industry 29. Construction Industry 30. Creative Industry 31. Education Sector 32. Energy Sector 33. Financial Services Sector 34. Food Processing Industry 35. IT Industry 36. Manufacturing Industry 37. Wood Industry 38. Mining Industry 39. Medical Care Sector 40. Metal Industry 41. Logistics and Transport Industry 42. Oil & Gas Industry 43. Pharmaceutical Industry 44. Professional Services Sector 45. Real Estate Industry 46. Renewable Energy Sector 47. Research & Development Industry 48. Retail Industry 49. Tourism Industry 50. Aerospace and Military Industry

2nd Variable

(1) Bloom Consulting Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Economist IU - 2010 Page 07

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

The Methodology - Continued


Details of the 3rd Variable
Country Brand Ranking

1st Variable

2nd Variable

3rd Variable

4th Variable

Almost every country listed in the Bloom Consulting Country Brand Ranking has a Investment Promotion Agency (IPA). The IPA is the official state agency responsible for positioning their respective Country Brand (from a Investment Strategy perspective). The IPA effectiveness can impact the Country Brand performance. The 3rd Variable is about the accuracy of each strategy set in place by each IPA. This accuracy is measured through the value each Brand Tag produces to the country. The value provided to each Brand Tag is given by the popularity it has from the OSD perspective and also from an economic perspective. A country receives a higher rating if it uses the most searched and valuable Brand Tag. If a country receives a poor rating, it means it is focusing on the least searched and valuable Brand Tags or not using Brand Tags in demand and high value. What is particularly interesting about this rating is that a country rating will not be better if the IPA simply uses all available Brand Tags. If they do so and they are not the correct ones they will have a poorer rating. The final result is a live snapshot of the supply and demand for information in the international investment market. For example, how much value is the Brand Tag Workforce bringing to Sweden? What other Brand Tags are not being used that could have a positive impact? Or, even more importantly, which are the Brand Tags that are being promoted that do not bring value to the Country Brand Strategy? This 3rd Variable is the Country Brand Strategy rating and it is shown in figure 5. For reference, it is used throughout the Ranking next to each country. Exceptions may apply to countries that recently (last year) implemented a new Country Brand Strategy, with an objective to move away from specific perceptions. In this case, the rating does not mean a country is doing poorly but rather the results are not visible yet. One may question why Brand Tags are used to measure the effectiveness of Country Brand Strategies, as they are simply promotional messages or products of a country and not the Country Branding Strategy itself? Bloom Consulting assumes that tourists interest for the product is the most tangible way to assess Country Brand appeal and, subsequently, the effectiveness of a Country Brand Strategy. Figure 5. 3rd Variable CBS Rating and respective scores used in the ranking Country Brand Strategy Rating (CBS Rating )
Score AAA AA A BBB BB B CCC CC C D
Bloom Consulting Since 2003

3rd Variable

Description Very Strong Strong Slightly Strong Very Good Good Slightly Good Slightly Weak Weak Very Weak Poor
countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 08

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

The Methodology - Conclusion


Details of the 4th Variable
Country Brand Ranking

1st Variable

2nd Variable

3rd Variable

4th Variable

We believe it is essential to consider how well a Country Brand is positioned digitally. In order to do that, we have used Website Analytics and Social Media to evaluate each countrys efforts to make it visible. The official Investment Promotion Agency (IPA) website is one of the most important sources of information and it serves as an online gateway to each country. Nevertheless, it is not the only one by far, therefore this variable has less importance compared to other variables in the Algorithm. In order to assess the performance of each countrys website we used the Website Analytics tool where we examined each countrys IPA website and analyzed the number of visits and the average time spent on the web page. The Bloom Algorithm values websites with more visitors, richer content and a higher digital reach. Additionally, a countrys presence in online communities, such as Twitter and Facebook, has been taken into account, because online social networking is an efficient and a cost-effective way to interact with the public and promote what a country offers. As each social media network has different purposes and a varying degree of popularity, the ranking has treated the two independently. The assessment criteria are simple. The more likes a countrys IPA has on Facebook and the more followers there are on Twitter, the better. If an IPA is not active in social networks or if it does not have an account, the Bloom Algorithm penalizes its online performance, however the country is still included in the ranking. Both online performance indicators, Website Analytics and Social Media, are shown in the figure 6. While a countrys Online Performance is a relevant variable, it holds less importance compared to the other variables in determining a countrys position in the ranking.

Figure 6. Website and Social Media performance correspond to the 4th variable

Ocial website and Social Media performance

4th Variable

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 09

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Bloom Consulting Country Brand Ranking

2013 TRADE (INVESTMENT) EDITION - WORLD Ranking

World Rank

CBS Rating

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

United States of America China United Kingdom France Hong Kong SAR, China Canada Germany Brazil Singapore India

AA A AA AAA A A AAA A A AA

Due to the historical brand equity and the fact that all have strong country brand strategies, China, Hong Kong and Macao have been considered as separate countries in this ranking. Bloom Consulting Since 2003 countrybranding@bloom-consulting.com / +34 91 308 0286 (CET) Page 10

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

World Rank 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. Australia Spain Belgium Russian Federation Turkey Mexico Netherlands Luxembourg Sweden Thailand Saudi Arabia Italy Norway Poland United Arab Emirates

CBS Rating A BBB BBB A AAA A AA BBB AA AA BBB A BBB AA AAA

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 11

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Bloom Consulting Country Brand Ranking


Top 25 - Highlights
For the third year in a row, the United States of America are the winners of the ranking. This is no surprise though, having registered their strongest level of FDI for the past three years and also the largest online appeal in the world.

The rest of the top 5 most successful Nation Brands is split between Europe with the United Kingdom (3) and France (4) and Asia with China (2) and Hong Kong (5). China and Hong Kong have both increased due to their best year ever in terms of FDI Strategy. However, they have been penalized as neither utilizes an active Social Media platform as a component of their Country Branding Strategy. This would be the way forward if they were to challenge the United States at the top of the Brand Index.
The United Kingdom Nation Brand leads Europe, partly due to its improved FDI, but also, thanks to their hugely impressive Social Media use in promoting themselves as a profitable destination for trade. We also see France Nation Brand (4) improving from last year due to another improvement in their FDI and their promising online presence.

Furthermore, Europe is strongly represented in the top 25 with 12 countries making an appearance. Strong performances from the rest of the European economies of Germany (7), Spain (12) and the Netherlands (17) actively demonstrate their consistent positioning as the safest region thanks to the European Union. Spain Nation Brand, despite such economic turmoil and corruption scandals, maintains the 4th position in the ranking as last year.
Luxembourg (18) has lost 80% of its FDI figure since last year as a result of a revision of the international investment position manual by the World Bank, as Special Purpose Entities and other financial intermediaries have been excluded.

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 12

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Bloom Consulting Country Brand Ranking


Top 25 - Highlights - Continued
The top 25 includes 8 Asian countries too, with Singapore (9) getting into the top 10 for the first time. This can be attributed to a hugely improved FDI in the past five years and a very strong Online Search Demand. As an improvement, they should turn to Social Media as the way to continue this strong trend.
Additionally, there is a strong presence from the BRIC nations powered by a historically strong economic growth and optimistic vision of the future, causing China Brand (2), Brazil Brand (8) and India Brand (10) all to improve on last years results in the Country Brand Ranking. Nonetheless, all these Nation Brands will suffer a decrease in ranking in the medium run, with the Russian Federation (14) displaying the first sign of this trend, having lost 4 positions compared to last year.

At 8th place, Brazil Nation Brand leads Latin America thanks to its strong Online Search Demand performance. However, this is also surprising as it also registered its lowest FDI in five years. Mexico (16) has also had a very impressive increase in its FDI while also providing a very exciting Social Media presence.
Once again, Australia (11) finishes strongly despite their geographical disadvantage, thanks to very strong increases in FDI and Online Search Demand.

Finally, Turkey (15), Saudi Arabia (21) and the United Arab Emirates (25) lead the Middle Eastern countries, but they have all decreased in the ranking since last year as a result of very poor online presence in Social Media and Website Analytics.

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 13

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Africa
Nigeria... Fueled by oil
Afghanistan, Albania, Algeria, Angola, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Chad, Chile, China, Colombia, Congo Dem. Rep., Congo Rep., Costa Rica, Cte d'Ivoire, Croatia, Cuba, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Equatorial Guinea, Estonia, Ethiopia, Fiji, Finland, France, Gabon, Gambia, Georgia, Germany, Ghana, Gibraltar, Greece, Grenada, Guatemala, Guinea, Guinea-Bissau, Guyana, Haiti, Honduras, Hong Kong SAR China, Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Korea Rep., Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia, FYR, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Mauritania, Mauritius, Mexico, Micronesia, Moldova Rep., Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Zealand, Nicaragua, Niger, Nigeria, Norway, Oman, Pakistan, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Samoa, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Swaziland, Sweden, Switzerland, Syrian Arab Republic, Taiwan, Tajikistan, Tanzania, United Rep., Thailand, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uruguay, Uzbekistan, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe,

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 14

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

The continent is transforming - slowly but steadily, with some countries experiencing high growth rates, thanks to natural resources richness as well as the significant changes that are happening in the global economy. This can help Africa to find a new advantage and gradually become the new focus on investors radars. Our prediction is that Africa will become the new Asia in 20 years time.

Three countries managed to make it to the world top 50 this year, which is an improvement from last year. Nigeria (1), Egypt (2) and South Africa (3) stand out from the rest of the African countries with Morocco (4) slightly behind. The four countries received high Online Search Demand (OSD ) scores, meaning that their trade brand equities have much more value than the rest in the continent. In terms of net FDI inflows, Egypt is an outlier, showing weaker performance, which may compromise its 2nd position in the future. South Africa really excels among the African states for its active engagement with the public online. Morocco received the highest CBS Rating , reflecting its efforts to make it more competitive internationally.

After the aforementioned four key players in Africa, the gap widens however the following countries - Ghana (5), Tunisia (6), Algeria (7), the Democratic Republic of Congo (8th) and Zambia (9) are on an equal footing in terms of their ranking scores. Ghana (5) received the highest OSD results from the bottom 6.

Algeria has higher net FDI growth but it was not enough to overcome Tunisia (7) which is much more focused in promoting itself online. Compared to last year, Zambia declined four places and the Democratic Republic of the Congo made it to the top 10 for the first time.

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 15

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Africa Rank 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. Nigeria Egypt South Africa Morocco Ghana Tunisia Algeria Congo, Dem. Rep. Zambia Mozambique Tanzania, United Rep. Madagascar Uganda Botswana Kenya Cameroon Niger Chad Senegal Mauritius Mali Namibia Congo, Rep. Liberia Ethiopia

World Rank 35. 38. 39. 50. 62. 65. 71. 74. 80. 84. 88. 90. 97. 100. 111. 113. 114. 116. 117. 118. 119. 120. 122. 125. 129.

CBS Rating BBB A A AA BBB BBB A BBB A BBB A BBB BB BBB AA AA CCC BB A BBB BBB B C BBB B

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 16

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Africa Rank 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. Rwanda Zimbabwe Gabon Burkina Faso Equatorial Guinea Guinea Cte dIvoire Mauritania Swaziland Seychelles Djibouti Malawi Sierra Leone Cape Verde Togo Lesotho Gambia Burundi Guinea-Bissau Angola

World Rank 133. 135. 136. 137. 138. 141. 146. 150. 152. 154. 155. 157. 158. 160. 161. 163. 165. 167. 173. 176.

CBS Rating A BB BB BBB CC CCC CC BBB BBB B BBB BB B CCC BB CCC B BB CC CCC

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 17

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

The U.S.A. first in the North, Brasil first in the South... for how long?

The Americas

Afghanistan, Albania, Algeria, Angola, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Chad, Chile, China, Colombia, Congo Dem. Rep., Congo Rep., Costa Rica, Cte d'Ivoire, Croatia, Cuba, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Equatorial Guinea, Estonia, Ethiopia, Fiji, Finland, France, Gabon, Gambia, Georgia, Germany, Ghana, Gibraltar, Greece, Grenada, Guatemala, Guinea, Guinea-Bissau, Guyana, Haiti, Honduras, Hong Kong SAR China, Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Korea Rep., Kuwait, Kyrgyzstan,
Afghanistan, Albania, Algeria, Angola, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas,

Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia, FYR, Madagascar, Malawi, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Malaysia, Maldives, Mali, Malta, Mauritania, Mauritius, Mexico, Micronesia, Moldova Rep., Mongolia, Montenegro, Montserrat, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Chad, Chile, China, Colombia, Congo Dem.
Rep., Congo Rep., CostaNorway, Rica, Cte d'Ivoire, Croatia, Cuba, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Zealand, Nicaragua, Niger, Nigeria, Oman, Pakistan, Republic, Ecuador, Egypt, El Salvador, Equatorial Guinea, Estonia, Ethiopia, Fiji, Finland, France, Gabon, Gambia, Georgia, Germany, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russian Federation, Rwanda, Ghana, Gibraltar, Greece, Grenada, Guatemala, Guinea, Guinea-Bissau, Guyana, Haiti, Honduras, Hong Kong SAR China, Hungary, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Samoa, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Korea Rep., Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia, FYR, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Mauritania, Mauritius, Mexico, Micronesia, Moldova Rep., Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Zealand, Nicaragua, Niger, Nigeria, Norway, Oman, Pakistan, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Samoa, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Swaziland, Sweden, Switzerland, Syrian Arab Republic, Taiwan, Tajikistan, Tanzania, United Rep., Thailand, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uruguay, Uzbekistan, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe,

Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Swaziland, Sweden, Switzerland, Syrian Arab Republic, Taiwan, Tajikistan, Tanzania, United Rep., Thailand, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab

Emirates, United Kingdom, United States of America, Uruguay, Uzbekistan, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe,

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 18

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

The Americas region scores well for trade, with three countries making it the world top 10. There has not been much change between the 2012 and 2013 rankings of the top 10 countries in the Americas, with the top 6 countries, the leaders in the trade domain, remaining in the same positions.

The U.S.A., unsurprisingly with no rivals, came 1st, with a Trade Ranking score considerably higher than that of the other top 10 countries. It is seen to have a perfect Online Search Demand (OSD ) result, a very impressive social media output (beaten only by Colombia) and strong online performance. Canada stayed in 2nd place. Its online performance was extremely impressive and a lot higher than that of all other countries in the top 10. Brazil ranked 3rd, demonstrating its resoluteness to be seen as the top investment destination. It ranked second after the U.S. for its OSD .

Mexico remained in 4th place in 2013, however its CBS Rating greatly improved from CCC to A. Chile ranked 5th, unchanged from last year. Its CBS Rating improved, but its social media performance was quite weak. Colombias (6) position stayed unaltered, however its social media performance is the best in the world.

Perus (7) position and CBS Rating improved while Argentina moved down one place to number 8, with both countries completely ignoring social media.

Uruguay (9) and the Cayman Islands (10) received very similar ratings to one another, with their ranking scores quite a lot lower than that of Argentinas.

The Cayman Islands is a new country to appear in the top 10 and the only country representing the Caribbean.

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 19

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Americas Rank 1. 2. 3. 4. 5. 6. 7. 8. 9. United States of America Canada Brazil Mexico Chile Colombia Peru Argentina Uruguay

World Rank 1. 6. 8. 16. 28. 29. 34. 45. 64. 67. 73. 79. 82. 86. 93. 94. 102. 106. 107. 108. 109. 127. 128. 130. 140.

CBS Rating AA A A A BBB BBB BBB BBB AA CC B BB BB BB BBB B B BB CC BB CCC BB CC B B

10.
11. 12. 13. 14. 15. 16. 17.

Cayman Islands
Venezuela Costa Rica Panama Dominican Republic Guatemala Trinidad and Tobago Jamaica

18.
19. 20. 21. 22. 23. 24. 25.

Ecuador
Honduras Nicaragua Bahamas Barbados El Salvador Paraguay Haiti

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 20

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Americas Rank 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. Aruba Saint Lucia Saint Kitts and Nevis Guyana Belize Cuba Grenada Antigua and Barbuda Saint Vincent and the Grenadines Dominica Montserrat

World Rank 143. 144. 147. 149. 153. 156. 159. 166. 168. 169. 174.

CBS Rating BB BB BB B CC CCC B CC CC CCC B

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 21

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Unsurpringly, China comes first

Asia

Afghanistan, Albania, Algeria, Angola, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Chad, Chile, China, Colombia, Congo Dem. Rep., Congo Rep., Costa Rica, Cte d'Ivoire, Croatia, Cuba, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Equatorial Guinea, Estonia, Ethiopia, Fiji, Finland, France, Gabon, Gambia, Georgia, Germany, Ghana, Gibraltar, Greece, Grenada, Guatemala, Guinea, Guinea-Bissau, Guyana, Haiti, Honduras, Hong Kong SAR China, Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Korea Rep., Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia, FYR, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Mauritania, Mauritius, Mexico, Micronesia, Moldova Rep., Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Zealand, Nicaragua, Niger, Nigeria, Norway, Oman, Pakistan, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Samoa, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Swaziland, Sweden, Switzerland, Syrian Arab Republic, Taiwan, Tajikistan, Tanzania, United Rep., Thailand, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uruguay, Uzbekistan, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe,

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 22

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

It is no surprise that many Asian countries have become more involved in international trade and commerce. In 2013, there were two new entrants into the top 10 positions in the World Ranking. Strikingly, the majority of the countries in the Asian top 10 have very limited presence in social media, a point that should be addressed in order stay in touch with the reality characterized by increasing digitization.

China remained in 1st place and outpaced others with a very high Online Search Demand (OSD ) and the highest amount of net FDI. However, it did not use social media to promote itself and its online performance score was weak. Hong Kong remained in 2nd place. Its online performance score was better than Chinas, however its use of social media is very limited. Singapores (3) ranking improved by 5 places, ranking second for online performance. India received a very similar Ranking score to Singapore and remained in 4th place.

Turkey dropped to 5th place from 3rd but kept its CBS Rating of AAA. Thailands position improved by 5 places, moving it into the top 10. Its online performance was better than Chinas and it was powered by its excellent CBS Rating . Saudi Arabias position, compared to last year, worsened to 7th place. It received the worst (OSD ) score out of the top 10 countries.

The United Arab Emirates dropped to 8th place. Its OSD score was the same as Chinas, but it scored badly for online performance and social media and its net FDI growth is the weakest in the top 10. Japan, remaining at 9th place and very close behind the U.A.E., and Indonesia (10th), which came 13th in 2012, both stood out from the top 10 as they leveraged on social media.

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 23

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Asia Rank 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. China Hong Kong SAR, China Singapore India Turkey Thailand Saudi Arabia United Arab Emirates Japan Indonesia Israel Malaysia Korea, Rep. Kazakhstan Viet Nam Qatar Pakistan Taiwan Lebanon Iraq Jordan Iran Cyprus Macao SAR, China Georgia

World Rank 2. 5. 9. 10. 15. 20. 21. 25. 26. 27. 30. 33. 36. 37. 42. 46. 49. 53. 54. 56. 57. 58. 59. 60. 63.

CBS Rating A A A AA AAA AA BBB AAA A BBB A BBB AAA AA AAA A A AAA BBB AA AA BBB AA BBB A

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 24

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Asia Rank 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. Bangladesh Bahrain Philippines Oman Mongolia Uzbekistan Cambodia Syrian Arab Republic Myanmar Sri Lanka Palestine Brunei Darussalam Armenia Yemen Afghanistan Kuwait Lao P.D.R. Nepal Maldives Kyrgyzstan Tajikistan Azerbaijan

World Rank 70. 76. 77. 78. 89. 91. 95. 99. 104. 105. 110. 112. 115. 121. 123. 126. 132. 134. 139. 148. 151. 172.

CBS Rating A A B BB BB BB BB CCC BB BBB A BB CCC BBB A BB BB A BB CC BB BB

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 25

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Europe
the United Kingdom rules
Afghanistan, Albania, Algeria, Angola, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Chad, Chile, China, Colombia, Congo Dem. Rep., Congo Rep., Costa Rica, Cte d'Ivoire, Croatia, Cuba, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Equatorial Guinea, Estonia, Ethiopia, Fiji, Finland, France, Gabon, Gambia, Georgia, Germany, Ghana, Gibraltar, Greece, Grenada, Guatemala, Guinea, Guinea-Bissau, Guyana, Haiti, Honduras, Hong Kong SAR China, Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Korea Rep., Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia, FYR, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Mauritania, Mauritius, Mexico, Micronesia, Moldova Rep., Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Zealand, Nicaragua, Niger, Nigeria, Norway, Oman, Pakistan, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Samoa, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Swaziland, Sweden, Switzerland, Syrian Arab Republic, Taiwan, Tajikistan, Tanzania, United Rep., Thailand, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uruguay, Uzbekistan, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe,

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 26

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Europe has been experiencing troublesome economic times for several years now and the future still remains rather unclear, marked by slow decision making. In spite of that, the established European country brands have withstood the economic challenges and continue to bring value to their nations.

The U.K., the only country in the top 5 not using the Euro, took the lead and rose to number 1 with a stronger CBS Rating than last year. It was boosted by impressive Online Search Demand (OSD ) results, indicating its continuous popularity among investors, and very good social media presence.

France ranks 2nd, which is an improvement from last year. It has a better Rating than the U.K. and a better net FDI index, but the U.K. significantly overshadows its net FDI growth. Germany earned the 3rd place with dramatically improved brand strategy performance. Germany has a higher OSD score than France. Both France and Germany are a lot less active in online communities than the U.K. Spain and Belgium were in an intense fight for the 4th place, although Spain took the lead in the end, owing to a better CBS Rating and being more active in promoting itself online. Luxembourg, a high-scoring performer last year, slipped to the 8th place this year showing weaker OSD results compared to the rest of the top 10. Additionally, Luxembourg has lost 80% of its FDI figure since last year as a result of a revision of the international investment position manual by the World Bank; as Special Purpose Entities and other financial intermediaries have been excluded.

Russia held on to its 6th position, same as last year, while the Netherlands finished 7th. Both countries need to dramatically improve their digital strategies in order to stay in touch with investors who are becoming more active at looking for opportunities online. Sweden (9) and Italy (10) are ranked very closely. Both countries have good net FDI indicators, although weaker FDI growth inhibits their performance in the European ranking.

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 27

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Europe Rank 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. United Kingdom France Germany Spain Belgium Russian Federation Netherlands Luxembourg Sweden Italy Norway Poland Switzerland Ukraine Portugal Austria Hungary Romania Ireland Czech Republic Denmark Finland Bulgaria Slovakia Greece

World Rank 3. 4. 7. 12. 13. 14. 17. 18. 19. 22. 23. 24. 31. 32. 40. 41. 43. 44. 47. 48. 51. 55. 61. 66. 68.

CBS Rating AA AAA AAA BBB BBB A AA BBB AA A BBB AA BB A A BBB BBB BB BB BB A A B A B

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 28

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Europe Rank 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. Iceland Serbia Malta Croatia Lithuania Belarus Estonia Latvia Albania Slovenia Montenegro Bosnia and Herzegovina Macedonia, FYR Moldova, Rep. Gibraltar

World Rank 69. 72. 75. 81. 83. 85. 87. 92. 96. 98. 101. 103. 124. 131. 164.

CBS Rating A BB AA BB BB B BBB BB B BBB B BBB BBB B C

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 29

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Oceania
Undisputedly Australia
Afghanistan, Albania, Algeria, Angola, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan, Bahamas, Bahrain, Bangladesh, Barbados, Belarus, Belgium, Belize, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde, Cayman Islands, Chad, Chile, China, Colombia, Congo Dem. Rep., Congo Rep., Costa Rica, Cte d'Ivoire, Croatia, Cuba, Cyprus, Czech Republic, Denmark, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, Equatorial Guinea, Estonia, Ethiopia, Fiji, Finland, France, Gabon, Gambia, Georgia, Germany, Ghana, Gibraltar, Greece, Grenada, Guatemala, Guinea, Guinea-Bissau, Guyana, Haiti, Honduras, Hong Kong SAR China, Hungary, Iceland, India, Indonesia, Iran, Iraq, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Korea Rep., Kuwait, Kyrgyzstan, Lao P.D.R., Latvia, Lebanon, Lesotho, Liberia, Lithuania, Luxembourg, Macao SAR China, Macedonia, FYR, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Mauritania, Mauritius, Mexico, Micronesia, Moldova Rep., Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Myanmar, Namibia, Nepal, Netherlands, New Zealand, Nicaragua, Niger, Nigeria, Norway, Oman, Pakistan, Palestine, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russian Federation, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Samoa, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, Spain, Sri Lanka, Swaziland, Sweden, Switzerland, Syrian Arab Republic, Taiwan, Tajikistan, Tanzania, United Rep., Thailand, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States of America, Uruguay, Uzbekistan, Vanuatu, Venezuela, Viet Nam, Yemen, Zambia, Zimbabwe,

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 30

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Australia (1) and New Zealand (2) are the reference points in Oceania, with the most developed economies and robust business climate, while other Pacific nations and territories still have to improve their economic performance and enhance their brands. The regions geographic isolation makes it challenging to compete in the international arena, especially for the small island nations.

Australias brand is the undisputed leader in trade with the largest economy and investment in the region, achieving 11th position in the world brand ranking. That said, New Zealand has a very strong CBS Rating and a competitive online presence to match, nearly making it to the world top 50.

Fiji ranks 3rd and the Solomon Islands (4) follow a similar pattern. Compared to 2012, Fiji improved its standing and rose two places, although the Solomon Islands still demonstrate a stronger net FDI growth.

Papua New Guinea is ranked 5th, with its strongest indicator being the Online Search Demand (OSD ) results. It must concentrate on promoting what it offers using various online channels to ensure that this interest from potential investors materializes into growing net FDI. Other brands in the region lag behind the top 5, with weaker CBS Rating and poor economic performance. .

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 31

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Oceania Rank 1. 2. 3. 4. 5. 6. 7. 8. 9. Australia New Zealand Fiji Solomon Islands Papua New Guinea Tonga Vanuatu Samoa Micronesia

World Rank 11. 52. 142. 145. 162. 170. 171. 175. 177.

CBS Rating A BBB CCC B B CCC CCC CCC C

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 32

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Bloom Consulting Country Brand Ranking


FAQs
Who is this Ranking meant for? The Bloom Consulting Country Brand Ranking is for anyone interested in Nation Branding and Place Branding from every perspective, whether you are in government, academia, industry, finance, or for anyone who just finds it interesting. Why did Bloom Consulting create the Ranking? Bloom Consulting created the Ranking to evaluate the impact of country brand strategies in economic terms and, above all, to answer the important question of how countries can become more attractive. How does Bloom Consultings Ranking differ from other rankings? Other rankings measure perceptions, this ranking measures reality. Thanks to statistical models and the Online Search Demand (OSD ) tool, we were able to measure how effective each Country Brand is in a more tangible way. Moreover, this ranking isolates Trade (investment) as a separate dimension, analyzing investors as a separate target audience. Please see the tourism edition of the ranking as well here: http://bloom-consulting.com/en/tourism-ranking What is new in the 2013 edition of the Ranking? First of all, it is the third World Edition of Blooms Country Brand Ranking. Secondly, Bloom has improved its methodology, in comparison to past editions, in order to deliver more accurate and objective results. What is the Online Search Demand (OSD )? The Online Search Demand (OSD ) is a Bloom Consulting proprietary measurement system used to assess all global online searches performed specifically for trade (investment). How can a country have a poor rating but still do well in the Ranking? If a country has a poor CBS Rating , its brand strategy is not actively reflecting what the country has to offer (from the investment demand perspective). Therefore, even though its economic performance may be strong, the investment strategy is not taking full advantage of the countrys selling propositions. What if a country does not have social media accounts, does it still feature in the ranking? Yes, it still appears but it receives a lower ranking than it would have done otherwise. Does Bloom Consulting provide different services from the Ranking? Yes, Bloom Consulting provides Nation Branding and Place Branding integrated strategies and Online Search Demand (OSD ) tailored reports for every country, region and city in the world. What criteria was used to define the geographical distribution of countries? We used the official United Nations classification of countries by region.

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 33

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Bloom Consulting Country Brand Ranking


Glossary
OSD Online Search Demand Measurement of all global online searches performed specifically for investment CBS Rating Country Brand Strategy Rating Rates the accuracy of each strategy set in place by each IPA Brand Tag Unique selling propositions and strategic positioning of all 177 countries (used by all the Investment Promotion Agency). 3T approach The three tangible dimensions 1- Trade (Investment), 2- Tourism and 3- Talent Bloom Algorithm It is an equation that consists of 4 key variables and calculates each countrys position in the ranking. IPA Investment Promotion Agency It is the official state agency responsible for positioning their respective Country Brand (from an investment perspective). Web Analytics Is an online tool that measures the performance of each countrys website, where each countrys IPA website is analyzed by the number of visits and the average time spent on the web page.

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 34

Development of Countries Human Asset Management Business Strategy

Country Brand Ranking


Trade Edition

2013

Bloom Consulting
Contacts
For ranking related queries please contact: Methodology: Press: For any other queries please contact Bloom offices Spain - (WORLD HEAD QUARTERS) Jos Filipe Torres - Founding Partner and CEO jtorres@bloom-consulting.com Monte Esquinza 14, 6 D ext 28010 Madrid, Spain +34 91 308 0286 Office Brazil Marcello Pastore - Partner and Brazil General Manager mpastore@bloom-consulting.com Rua Pedroso Alvarenga 1254, 4 andar - Conjunto 42 Itaim Bibi So Paulo - SP - CEP 04531 004, Brazil +55 11 3044 6219 Office Portugal Filipe Roquette - Partner and Portugal General Manager froquette@bloom-consulting.com Avda. Joao XXI, 43, 1 Esq 1000-303 Lisboa, Portugal +351 210 936 819 Office U.S.A. Timothy Roberts - Partner and USA General Manager troberts@bloom-consulting.com 5808 Denny Ave. North Hollywood, CA 91601 Los Angeles, USA +1 888 576 0065 Office Gonzalo Vilar - Partner and Global Strategy Director gvilar@bloom-consulting.com corporate@bloom-consulting.com

Bloom Consulting Since 2003

countrybranding@bloom-consulting.com / +34 91 308 0286 (CET)

Page 35