BTO 2014
2 e 3 dicembre, a Firenze in Fortezza da Basso
Silvia Barbieri, Head of Strategy FutureBrand
CONTRY BRAND INDEX 2014/2015
Day TWO | Emirates Hall [VISIONI] | 12.10 - 13.00
http://www.buytourismonline.com/eventi/country-brand-index-2014/
What is a 'country brand' and why does it matter?
Not all countries are country brands
Of the 75 countries included in our survey, only 22 qualify as ‘country brands’ by our measures. By this, we mean that people have stronger than average perceptions of the country across our six dimensions relating to ‘status’ and ‘experience’.
Country brands have a competitive advantage
When people rate a country as a ‘brand’ they are also more likely to visit, recommend and do business with it than the other countries in the ranking.
The key drivers of a country brand
The key drivers of a ‘country brand’ include having a reputation for high quality products, a desire to visit or study in a country and perceptions of good infrastructure.
Come in tutti gli anni “pari”, FutureBrand presenta il proprio “Country Brand Index” e coglie l’occasione di BTO 2014 per condividerlo attraverso un keynote tenuto da Silvia Barbieri, Head of Strategy dell’agenzia di comunicazione.
E’ uno degli appuntamenti più attesi di BTO 2014: “Country Brand Index” è stato commentato da Monica Fabris e Roberta Milano.
8. Our research approach
QualiQuant™ sample criteria
As in previous years, our global research sample of 2,530 respondents
was selected according to the following screening criteria:
• Aware of and familiar with all the countries covered.
• Interested in travel abroad.
• Have travelled internationally at least once in the last year, mix of
business and/or leisure.
• 21-65 years old.
• Balanced between male and female.
Expert insight
In addition to our quantitative and qualitative fieldwork, we drew
on the expertise and insight of FutureBrand practitioners in Europe,
the Americas and Asia to inform the future focus section of this year’s
report. We supplemented this with external expert advice. Special
thanks go to Ian Kirk in London, Enshalla Anderson in New York,
Gustavo Koniszczer in Buenos Aires, Dan Dimmock in Singapore
and Dr Pawel Surowiec from the University of Bournemouth.
Country Brand Index 2014-15 8
QRi Consulting – our independent
research partner
QRi Consulting is FutureBrand’s independent global research partner
for the Country Brand Index. Working in close collaboration, QRi helped
to define the research approach against FutureBrand’s initial hypothesis,
as well as managing recruitment, questionnaire development, and providing
in-depth analysis of the qualitative and quantitative data underpinning the
report. This is informed by QRi’s extensive research, country brand and
sector knowledge and experience as well as their proprietary
QualiQuant™ methodologies.
Our methodology
13. 2014-15 rankings
Japan - Summary of perceptions
1 Japan
What are the key associations with Japan? How does Japan perform by dimension?
Political freedom Environmental
Food friendliness
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
80%
70%
60%
50%
40%
30%
20%
10%
0%
Good infrastructure
It is a unique
country, not just for
making deals, but
also culturally
speaking. Being in
Japan is unique.
It's a country that
is improving and not
standing still; it is
surpassing the whole
world in robotic
technologies and
engineering.
Respondent opinion on Japan Respondent opinion on Japan
Value system
Quality of life
Heritage and culture Business potential
TECHNOLOGY
DISCIPLINEDSUSHI
CULTURE
FOOD
MONEY
TOKYO
MOUNT FUJI
ADVANCED
TSUNAMI
BEAUTIFUL
GASTRONAMYSAKE
NIGHT LIFE HIROSHIMA TEA CEREMONY
EXCELLENCE BASEBALL
RESPECT
SAFE
QUALITY
TRADITION
SAMURI
CIVILIZATION
CALM
S A F E
ELECTRONICS
CARS
GEISHA
EDUCATION
CLEANLINESS
INTELLIGENCE
DEDICATION
BEAUTIFUL
TOYOTA
FRIENDLY
SAKURA
HERITAGE
ANIME
BLAND
MANGA
ISLAND
NATURE
LEISURE
CONTROL
RITUALS
FASHION
CHERRY BLOSSOM
SHOPPING
ORIGAMI
Tourism
70%
60%
50%
40%
30%
20%
10%
0%
What words do people use to describe Japan?
Country Brand Index 2014-15 13
16. 2014-15 rankings
Switzerland - Summary of perceptions
2 Switzerland
What are the key associations with Switzerland? How does Switzerland perform by dimension?
Political freedom Environmental
Food friendliness
80%
70%
60%
50%
40%
30%
20%
10%
0%
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
Value system
Quality of life
Tourism
70%
60%
50%
40%
30%
20%
10%
0%
Heritage and culture Business potential
NO CRIME
ORGANIZED
SKI
COMFORT
TRANSPORTATION
What words do people use to describe Switzerland?
SAFE
QUALITY
WARMTH
SNOW
EXPENSIVE
BEAUTIFUL
ALPS
CLEAN
HIGH EMPLOYMENT
ADVANCED
POLITICAL
STABLE
ATTRACTIVE WATCHES ACCOMMODATION
RESPECTED INNOVATIVE
QUALITY OF LIFE
TECHNOLOGY
TOURISM
STRONGSCENERY
EXPENSIVE
STANDARD OF LIVING
ENVIRONMENTAL OPEN
ECONOMY
CHOCOLATE
HEALTH CARE
INFRASTRUCTURE
COUNTRYSIDE
FINANCIAL
SOCIAL
TECHNOLOGY
INTERNATIONAL
EDUCATION
STANDARD OF LIVING
INDUSTRY
MODERN
NATURAL
AMAZING
MOUNTAINS
FOOD
RESPECT
ALPS
MOUNTAIN CLIMBING
EFFICIENCY
PUNCTUAL
SPORTS CARS
FONDU
RESCUE
MONEY
Highly ecient
transportation,
business acumen,
banking industry,
gorgeous scenery,
high standard of
living, warm people.
It’s a very stable
economy with
political freedom
and has good nature
and high quality
of life.
Respondent opinion on Switzerland Respondent opinion on Switzerland
Country Brand Index 2014-15 16
19. 2014-15 rankings
Germany - Summary of perceptions
3 Germany
What are the key associations with Germany? How does Germany perform by dimension?
Respondent opinion on Germany Respondent opinion on Germany
Value system
Quality of life
Tourism
70%
60%
50%
40%
30%
20%
10%
0%
Heritage and culture Business potential
It sustains the European
Economic zone and as a
consequence, all of Europe.
And also because after the
devastating second world war,
it has to reinvent itself and in
few years it positioned
itself as the indisputable
worldwide leader.
According to what I have
as a reference, Germany is
a country that has the virtues
to choose from. Developed,
organized, safe, public health
is looked after very carefully,
education, low levels of or
virtually no poverty.
TECHNOLOGY
CULTURE
AUTOMOTIVE
CARS
ON TIME
MEDICAL SYSTEM
SERIOUSNESS
SOCCER
BEER
ORDER
SAFETY
EFFICIENT
HISTORY
CLEAN
RIGOROUS
FOOTBALL
STABILITY
QUALTY OF LIFE
EDUCATION MONEY
JOB OPPORTUNITIES
CASTLES
EVOLUTION
ENVIRONMENTAL AWARENESS
ADVANCED
EURO
KNOWLEDGE
ACCOMODATION
RAILWAYS
POWER
FAMILY
TRUST
HAPPY
COLD
HUMAN RIGHTS
AWESOME
WWII
RURAL
TRUST
SOLAR POWER
BEERFEST
INTEGRITY
PEACE
SAUSAGES
Political freedom Environmental
Food friendliness
Would like to visit
for a holiday
Range of attractions
Value for money
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
Resort and
lodging options
Natural beauty
Heritage, art
and culture
80%
70%
60%
50%
40%
30%
20%
10%
0%
What words do people use to describe Germany?
Country Brand Index 2014-15 19
22. 2014-15 rankings
Sweden - Summary of perceptions
4 Sweden
What are the key associations with Sweden? How does Sweden perform by dimension?
Value system
Quality of life
Tourism
70%
60%
50%
40%
30%
20%
10%
0%
Heritage and culture Business potential
A country with a high
standard of living, a
good level of equality
among its inhabitants
without pockets of poverty
and with general well-being.
Good industry and good
labour and social laws.
OLD LIBERTY
PASSION
Political freedom Environmental
Food friendliness
Free society,
tolerant and
very friendly
people, high
social standard. BEAUTIFUL
Respondent opinion on Sweden Respondent opinion on Sweden
CULTURE
ECONOMY
CLEAN WALLANDER
LARGE
WRITERS
INFRASTRUCTURE
SEX
BANKS
INTERESTING BLUE
ORDER
BEAUTY
IKEA
VOLVO
DESIGN
FREE
FRIENDLY
LANDSCAPE
TECHNOLOGY
SNOW
FREEDOM
SKIING
RESPECT
JUSTICE
MUSEUMSCHOOLS
DIET
OPENESS
ETHICS
NOKIA
WATER
CARE
BLOND
ROYALTY
COMMUNISM
FRIENDLINESS
TRUST
SYSTEMATIC
CHOCLOATE
ALPINE
SCANDINAVIA
IMAGE
RIGOUR
PEACE
NICE
INDUSTRY
ABBA
ECONOMICALLY STRONG
FORESTS
80%
70%
60%
50%
40%
30%
20%
10%
0%
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
What words do people use to describe Sweden?
Country Brand Index 2014-15 22
25. 2014-15 rankings
Canada - Summary of perceptions
5 Canada
What are the key associations with Canada? How does Canada perform by dimension?
Value system
Quality of life
Tourism
70%
60%
50%
40%
30%
20%
10%
0%
Heritage and culture Business potential
Because it is
an innovative
country with a
lot of technology.
It's always at
the forefront.
Political freedom Environmental
Food friendliness
Because it is a country
that seems very stable,
economically and
safety-wise. Those are
two important aspects
for me for both leisure
and business.
Respondent opinion on Canada Respondent opinion on Canada
CLEAN
QUALITY OF LIFE
FREEDOM
RESPECTFUL
MOVIES
DYNAMIC
SPACIOUS
FREEDOM
SALMON
FRIENDLY
TECHNOLOGY HAPPINESS
WATERFALLS
BEAUTIFUL
ENGLISH
SNOW
GREEN
MONEY
FUN
SCHOOLS
ALPINE
MAPLE VAST
NORTH
MOUNTAINS
FAMILY
FORESTS
MAPLE SYRUP
WORKPEACEFUL GOOD
DEMOCRACY
ECONOMY
CULTURAL
FRENCH
PEFREEDOM
TORONTO
LANDSCAPES
MONTREAL
RED
FRESH AIR
PLACEFASCILITIES NATURE
ENVIRONMENTALISTS
GLOBAL
INFRASTRUCTURE
NORDIC
MOOSE
ICE HOCKEY
BEARS
OPPORTUNITIES
OUTDOORS
SNOW
SAFETY
TOURISM
ADMIRE
NATIONAL PARKS STANDARD OF LIVING CULTURE
CYCLING
80%
70%
60%
50%
40%
30%
20%
10%
0%
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
What words do people use to describe Canada?
Country Brand Index 2014-15 25
29. Key fi ndings
Key fi ndings
1. Japan tops the ranking for the fi rst time.
Japan tops the ranking for the fi rst time this year and sets a new benchmark
for country brand strength. It enjoys a top fi ve ranking in the Heritage
Culture and Tourism dimensions and leads perception strength in Business
Potential and the newly created ‘Made In’ dimension. More than 65% of
our respondents would consider visiting the country in the next fi ve years
and 90% would recommend it to family and friends. Nearly nine out of ten
of those asked think Japan is a good country to do business with and 63%
are prepared to buy its products and services compared to the ‘countries’
average - 20%.
Whilst Japan has always enjoyed strong perceptions in the minds of
international travellers, these results secure its place as the strongest
‘country brand’ by our measures. It is joined by other strong Asian
country brands in the top 20 including South Korea and Singapore, each
of which show perception strength in the Business Potential dimension,
but are given particular credit against the ‘advanced technology’ attribute.
Otherwise, the top twenty is dominated by European country brands,
led by Switzerland and Germany but supported, as in previous years, by
Scandinavia. Whilst we are not able to make direct ranking comparisons
against previous studies, it is interesting to see that the addition of the
‘Made In’ dimension has bolstered the relative performance of countries
like Japan within the top 20 and introduced new middle eastern leaders
like UAE, but the members of that group remain fairly stable year on year
even if rank positions change slightly.
Country Brand Index 2014-15 29
34. What makes a country brand?
Not all countries are country brands
75 Countries included
in our survey
22
Only 22 qualify as
‘country brands’
by our measures...
1. Not all countries are country brands
The central hypothesis behind this year’s research was that not all countries
qualify as ‘brands’, and the findings are striking. First of all, of the 75
countries included in our survey, only 22 qualify as ‘country brands’
by our measures.
Japan, Switzerland, Germany, Sweden, Canada, Norway, United States,
Australia, Denmark, Austria, New Zealand, United Kingdom, Finland,
Singapore, Iceland, Netherlands, France, Italy, United Arab Emirates
and South Korea.
By this, we mean that people have stronger than average perceptions of
the country across our six dimensions relating to the balance of ‘status’
and ‘experience’. In other words, they perceive it equally strong in aspects
relating to Quality Of Life, Value System and Business Potential, as they do
for its Culture, History, Tourism and ‘Made In’ expertise.
Those countries with a bias in favour of Quality Of Life, Value System and
Business Potential are classified as ‘status countries’, and they include
Belgium, Qatar and Bahrain. The brand development opportunity for
these countries lies in perceptions of Culture, Tourism and ‘Made In’.
Those countries with a bias in favour of Culture, History, Tourism and
‘Made In’ are classified as ‘experience countries’ and include places
traditionally strongly associated with Tourism. The brand development
opportunity for these countries lies in perceptions of Quality Of Life,
Value System and being Good for business.
The remaining ‘countries’ have weaker than average perceptions overall
against both status and experience dimensions, although some are
stronger than others. For example, Russia and Taiwan sit at the threshold
of country brands in terms of perception strength, whereas Nigeria,
Ukraine and Bangladesh have the weakest perceptions overall.
Country Brand Index 2014-15 34
36. What makes a country brand?
Which countries are
‘country brands’?
60%
50%
Average purpose score Average Experience Score
40%
30%
20%
10%
0%
STATUS COUNTRIES
Ghana
Pakistan
Bangladesh
Nigeria
Zimbabwe
Ukraine
Iran
Saudi Arabia
Estonia
Bahrain
Malaysia
Solvakia
Lebanon
Romania
Bulgaria Kenya
Indonesia
Cambodia
Belgium
Sweden
Denmark
Canada
Norway
Australia
COUNTRY BRANDS
Switzerland
United States
Singapore
Netherlands Austria
New Zealand
United Kingdom
Iceland
Finland
United Arab Emirites
Qatar South Korea
Oman
Taiwan
Russia
Israel
China
Czech Republic
Panama
Poland
Uruguay
Ireland
Fiji
Portugal
Puerto Rico
Costa Rica
South Africa
Malta
Argentina
Jamaica
Croatia Chile
Hungary
Jordan Brazil Thailand
Sri Lanka Turkey
Columbia
Vietnam
Morocco
India
Mexico
Peru
Egypt
Spain
Greece
France
Germany Japan
Italy
EXPERIENCE COUNTRIES
COUNTRIES
0% 10% 20% 30% 40% 50% 60%
Country Brand Index 2014-15 36
41. Value for money 2
North America
and Caribbean
Regional rankings
North America and the Caribbean
Region’s key
strengths
Region’s key
weaknesses
Country
Brands
Natural beauty
Range of attractions
Visit for holiday
Good Infrastructure
Advanced technology
Food
Heritage, art culture
Historical points of interest
Overall
Ranking
Canada 5
United States 7
Jamaica 51
Political freedom
Environmental
friendliness
Canada
Food
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Good infrastructure
85%
65%
Awareness
Awareness
Country Brand Index 2014-15 41
42. Regional rankings
Latin America
Overall
Ranking
Puerto Rico 33
Costa Rica 37
41
42
43
Panama
Argentina
Brazil
Chile 46
Peru 49
Uruguay 52
Mexico 55
Colombia 63
Advanced technology
Good infrastructure N/A
Latin America
Political freedom
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Environmental
friendliness
Puerto Rico
Food
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
66% Awareness
Region’s key
strengths
Region’s key
weaknesses
Country
Brands
Natural beauty
Range of attractions
Visit for holiday
Historical points of interest
Political freedom
Health education
Standard of living
60% Awareness
Country Brand Index 2014-15 42
43. Overall
Ranking
Regional rankings
Switzerland 2
Germany 3
4
6
9
Sweden
Norway
Denmark
Austria 10
United Kingdom 12
Finland 13
Iceland 15
Netherlands 16
Spain 23
Portugal 27
29 Czech
Republic
Greece 30
Russia 31
Malta 35
Croatia 44
Poland 45
47
53
56
Estonia
Turkey
Hungary
Slovakia 59
Romania 62
Bulgaria 67
Ukraine 74
France 17
Italy 18
21
22
Ireland
Belgium
Advanced technology 13
Switzerland
Political freedom
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Environmental
friendliness
Europe
Food
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
81%
65% Awareness
Awareness
Region’s key
strengths
Region’s key
weaknesses
Country
Brands
Visit for holiday
Range of attractions
Natural beauty
Historical points of interest
Heritage, art culture
Value for money
Food
Good for business
Europe
44. Regional rankings
Asia-Pacifi c
Overall
Ranking
Japan 1
Australia 8
11
14
20
New Zealand
Singapore
South Korea
Fiji 25
China 28
Taiwan 36
Thailand Malaysia 48
India 50
Sri Lanka 60
64 Vietnam
Indonesia 66
Cambodia 68
Bangladesh 72
Pakistan 73
Value for money
Resort lodging 5
Asia-Pacific
Political freedom
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Environmental
friendliness
Japan
Food
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Good for business
Advanced technology
Good infrastructure
84%
61%
38
48
Awareness
Awareness
Region’s key
strengths
Region’s key
weaknesses
Country
Brands
Visit for holiday
Range of attractions
Natural beauty
Historical points of interest
Political freedom
Good for business
Tolerance
Country Brand Index 2014-15 44
45. Regional rankings
Middle East and North Africa
Overall
Ranking
United Arab 19
Emirates
Qatar 24
26
32
34
Israel
Bahrain
Oman
Saudi Arabia 39
Egypt 54
Morocco 57
Jordan 58
Lebanon 61
Value for money 2
Middle East
North Africa
Political freedom
Environmental
friendliness
United Arab Emirates
Food
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Advanced technology
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Good infrastructure
Good for business
Iran 71
66%
63% Awareness
Awareness
Region’s key
strengths
Region’s key
weaknesses
Country
Brands
Visit for holiday
Range of attractions
Resort lodging
Historical points of interest
Heritage, art culture
Political freedom
Would like to live/study there
Country Brand Index 2014-15 45
46. Overall
Ranking
Regional rankings
Africa
South Africa 40
Kenya 65
69
70
75
Zimbabwe
Ghana
Nigeria
Health education
Good for business N/A
Africa
Political freedom
Environmental
friendliness
South Africa
Food
Would like to visit
for a holiday
Resort and
lodging options
Range of attractions
Value for money
Natural beauty
Heritage, art
and culture
Historical points
of interest
Tolerance
Health and education
Standard of living
Safety and security
Would like to live in
/study there
Advanced technology
100%
90%
Good infrastructure
Good for business
80%
70%
60%
50%
40%
30%
20%
10%
0%
72%
58% Awareness
Awareness
Region’s key
strengths
Region’s key
weaknesses
Country
Brands
Visit for holiday
Natural beauty
Advanced technology
Good infrastructure
Political freedom
Tolerance
Safety security
Country Brand Index 2014-15 46
53. Appendix
Overall ranking
Overall
Ranking
Japan 1
Switzerland 2
Germany 3
4
5
6
Sweden
Canada
Norway
7 United
States
8
9
Austria 10
Finland
11
Netherlands 16
17
Portugal
18
19
Greece
20
Russia
21
22
Croatia
23
Poland
24
25
26
Estonia
Hungary
27
28
29
30
12
13
14
15
Australia
New Zealand
Singapore
South Korea
Fiji
China
Taiwan
Thailand
Malaysia
India
Sri Lanka
Vietnam
Kenya
Indonesia
Cambodia
Zimbabwe
Ghana
Bangladesh
Pakistan
Puerto Rico
Panama
Argentina
Brazil
Chile
Mexico
Colombia
United Arab
Emirates
Qatar
Israel
Bahrain
Oman
31
Saudi Arabia Egypt
Morocco
Jordan
Lebanon
Iran
Nigeria
Overall
Ranking
32
33
34
35
36
37
38
United
Kingdom
39
40
41
46
Spain
47
48
Czech
Republic
49
50
51
52
53
54
55
56
Turkey
57
Slovakia
58
Romania
59
Bulgaria
60
Ukraine
42
43
Italy
44
45
Overall
Ranking
62
63
64
65
66
67
68
69
70
71
France
Ireland
Belgium
61
Jamaica
Denmark
Iceland
Malta
Costa Rica
South Africa
72
73
74
75
Peru
Uruguay
Country Brand Index 2014-15 53
54. Appendix
We have made some improvements to the methodology in this year’s
research to enrich our understanding and definition of country brands.
As a result, whilst there are many areas of continuity, this year’s study does
not include direct like-for-like ranking comparisons with previous years.
The major changes are as follows:
1. The addition of a new ‘Made In’ dimension
We have introduced a new dimension to this year’s report assessing
strength of perception around ‘Made in’ for each country. This is made
up of four attributes:
1. ‘Makes products that are authentic’
2. ‘Makes products of high quality’
3. ‘Creates unique products’
4. ‘Would like to buy products made in that country’
2. Rationalization of existing dimensions
and attributes
This year, we have slightly adapted the existing dimensions and attribute
groupings for improved clarity and efficiency. Readers of previous reports
and rankings should check for points of continuity and where things have
changed to make their own comparisons:
Value System:
• Attributes included: Political system, Environmental friendliness
and Tolerance
• Attributes removed: Stable legal environment and Freedom of speech
Quality Of Life:
• Attributes included: Health education (now merged), Standard
of living, Safety security and Would like to live/study there
• Attributes removed: Job opportunity
Country Brand Index 2014-15 54
Business Potential (formerly ‘Good for business’):
• Attributes included: Good for business, Advanced technology,
Good infrastructure
• Attributes removed: Investment climate, Regulatory environment,
Skilled workforce
Heritage Culture:
• Attributes included: Historical points of interest, Art culture and
Natural beauty
• Attributes removed: Authenticity
Tourism:
• Attributes included: Health education (now merged), Standard
of living, Safety security and Would like to live/study there
• Attributes removed: Job opportunity
3. The sample of countries assessed
has changed
The total number of countries included in the 2014-15 ranking is
75 compared to 118 in 2012-13. We rationalized the countries
included based on a series of criteria, including perception strength
in previous studies, in order to accommodate more in-depth
analysis of each country.
Appendix