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Overview
Country Brand Index 2010
What makes a strong country brand?
The strength of a country brand is determined in the same way as any other brand. We can measure levels of awareness, familiarity, preference, consideration, advocacy and active decisions to visit. But the most important factors, the aspects that truly differentiate a nation brand, are its associations and attributes – the things that people think of when they hear a place name, or look at a photograph or plan a trip.
The FutureBrand 2010 Country Brand Index, produced in partnership with BBC World News, is our most comprehensive study of country brands to date. It is based on more respondents across more countries and questions than ever before. After five years of research, we know that country brand strength is driven by perceptions of heritage and culture, tourism, what it’s like to do business, quality of life and national value systems.
But above all, a strong country brand is more than the sum of its attributes: it makes peoples’ lives better.
For more information on the Country Brand Index contact:
Daniel Rosentreter
drosentreter@futurebrand.com
Or
Victoria Berry
vberry@futurebrand.com
