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Overview
Country Brand Index 2011
Welcome to the seventh annual FutureBrand Country Brand Index
(CBI), our global study of country brand strength. The 2011-2012 CBI documents perceptions around 113 nations, and is based on more interviews, insights and information than any other study of its kind. In its development, we utilized social media tools to investigate amongst key opinion-formers and influencers, asking them what makes a country’s brand powerful and unique.
What makes a strong country brand?
At FutureBrand, we assess the strength of a country brand in much the same way as any other brand. We measure awareness, familiarity, preference, consideration, advocacy and active decisions to visit or interact with a place.
But the most important factors—the aspects that truly differentiate a country brand—are its associations and attributes across five key dimensions: Value System, Quality of Life, Good for Business, Heritage and Culture and Tourism.
A strong country brand is more than the sum of its attributes: in total, it must make people’s lives better.
TheFutureBrand 2011-2012 Country Brand Index 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 seven 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 the first time ever, the FutureBrand Country Brand Index full report is available for download in Spanish and Arabic.
Por primera vez, el Country Brand Index de FutureBrand está disponible en español y árabe en su versión completa.
للمرة الأولى، مؤشر براند الدول الكامل من فيوتشربراند متوفر للتحميل في اللغة العربية والاسبانية
For more information on the Country Brand Index contact:
LatAm: Gustavo Koniszczer – koni@futurebrand.com
North America: Victoria Berry – vberry@futurebrand.com
UK: Jack Arrowsmith – jarrowsmith@futurebrand.com
