1.
Country Brand Index
2012-13
Country Brand Rankings Themes of 2012-13: Tomorrow’s Leading
Leaders at a Glance Country Brands:
The Future 15
4 8 40
The Region Report The Dimensions of Future Forward
a Country Brand
60 69 93

2.
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, to their industries, to their economic
vitality and public policy initiatives. The resulting index
is a mix of trend reportage, expert findings, data-rich
analysis and future-positive prediction.
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 2

3.
I N T RO D U C T I O N
Country Brands Create
the Future
At FutureBrand, we believe that the future is informed by how familiar we are with countries But there’s another aspect to our study that goes
created one decision at a time. Our decisions and whether we have visited them or not. beyond what people think today. Our global
relate to the things that are closest to us—where experts look further than existing perceptions
we live, the companies we work for, the products Every time we make a decision informed by an of places to understand the broader forces
we use. And those decisions are often informed association with a place, it creates the future. that shape them, and as such, which specific
by brands. As a result, brands are among the most When you multiply that with billions of people dimensions will come to be the most important
important drivers of the future. around the world every year, it can create waves drivers of choice in the future. This gives us
that dictate the shape of our lives for decades to our Future 15 country brands—a collection of
The same is true for country brands, but on a come. Just look at new decisions being made by brands that we believe will enjoy the strongest
larger scale. hundreds of millions of new Chinese consumers perceptions in years to come.
to buy luxury goods, home appliances and trips
As travelers, business leaders, employees, parents abroad. These affect global exchange rates, And finally, because our dimensions examine
and consumers, we make decisions related to quality of life and new relationships the world over a balance of perceptions between pleasurable
countries every day: how we describe our identity, — many of which are informed by their intention experiences and ethical, environmental and
where we choose to live, who and where we to buy a little bit of other cultures through their political considerations, we can also show how
buy our products from, where we educate our brands, capital cities and entertainment. the strongest future country brands—like the
children, where we set up our companies and strongest brands of any kind—are those which
where we go on holiday. To the extent that we Our rankings show us what qualities people deliver what we want now as well as what society
choose countries in these contexts, our decisions associate with different places and their strength needs long term.
are largely informed by the automatic associations of perception, giving us a good indication of the
we have with them. For instance, Switzerland is decisions they will make in relation to those places
good for banking and watches, Japan is good for today. This will in turn have a positive or negative
cars and electronic goods and Costa Rica is good effect on every country in the future.
for coffee and beaches. Our choices are also
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 3

4.
I N T RO D U C T I O N R A N K I N G S
2012–13 Top 25 Country Brands
1 SWITZERLAND
+1 from 2012 2 CANADA
-1 3 JAPAN
+1 4 SWEDEN
+3 5 NEW ZEALAND
-2
6 AUSTRALIA
-1 7 GERMANY
+4 8 UNITED STATES
-2 9 FINLAND
-1 10 NORWAY
+2
11 UNITED KINGDOM 12 +2
DENMARK
+3 13 FRANCE
-4 14 SINGAPORE
+2 15 ITALY
-5
16 MALDIVES
+2 17 AUSTRIA
0 18 NETHERLANDS
+5 19 SPAIN
-5 20 MAURITIUS
+2
21 IRELAND
-1 22 ICELAND
-3 23 UNITED ARAB
EMIRATES +2 24 BERMUDA
-3 25 COSTA RICA
-1
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 4

5.
I N T RO D U C T I O N
Our Methodology
Behind our Methodology that help us assess a brand’s maturity as well
This year’s CBI is based on more research and as the key challenges it has yet to address. Our
data than ever before. The 2012-13 report draws HDM also allows for measurements of a country’s
its insights from several core resources. relative performance and progress year-to-year.
The HDM takes seven areas into consideration:
Quantitative Research Awareness, Familiarity, Associations, Preference,
We started by collecting quantitative data from Consideration, Decision/Visitation and Advocacy.
3,600 opinion-formers and frequent international
business or leisure travelers. Drawn from 18 Global Expert Opinions
countries around the world, we tapped their Additionally, we connected with a carefully
international experience and global perspective to selected and diverse panel of experts in policy
understand today’s landscape, as well as offer a and governance, international relations,
deeper base of relevant information for investors economics and trade, international law, national
and tourists alike. security, energy and climate change, urban and
regional planning, immigration and the media.
We used FutureBrand’s proprietary Hierarchical These experts brings a unique point of view to
Decision Model, or HDM, to determine how key the study of country or regional evaluation.
audiences—including residents, investors, tourists Each participated in individual “deep dive”
and foreign governments—perceived a country’s interviews with the aim of identifying the broader
brand, from a baseline of awareness all the way themes and future drivers impacting tomorrow’s
up to brand advocacy. This model offers insights country brands.
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 5

6.
I N T RO D U C T I O N O ur M ethodology
HIERARCHICAL ASSOCIATION DIMENSIONS
DECISION MODEL (HDM) The basic elements of a country brand's
strength as we know it today.
FutureBrand's proprietary model for determining
how key audiences perceive a country's brand.
VALUE QUALITY GOOD FOR HERITAGE TOURISM
AWARENESS SYSTEM OF LIFE BUSINESS AND CULTURE
Do key audiences know that the country exists?
How top-of-mind is it? Political Education Investment History Value for
Freedom System Climate Money
Environmental Healthcare Advanced Art and Attractions
FAMILIARITY
Friendliness System Technology Culture
How well do people know the country and
its offerings?
Stable Legal Standard Regulatory Authenticity Resort and
Environment of Living Environment Lodging Options
ASSOCIATIONS Tolerance Safety Skilled Natural Beauty Food
What qualities come to mind when Workforce
people think of the country?
Freedom Job
of Speech Opportunity
PREFERENCE
How highly do audiences esteem the country? Most Like to
Does it resonate? Live In
CONSIDERATION
Is the country considered for a visit?
What about for investment or to acquire or
consume its products?
HUMAN CAPITAL
SUSTAINABILITY
GOVERNANCE
INVESTMENT
DECISION/VISITATION
INFLUENCE
To what extend do people follow through
GROWTH
and visit the country or establish a
commercial relationship?
ADVOCACY
Do visitors recommend the country to family,
friends and colleagues?
FUTURE DRIVERS
The core elements that impact a country
brand's strength in the future.
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 6

7.
Robert Cevero
Professor
Department of City and Regional Planning
University of California, Berkeley:
“The public impression of a country
is important as a source of national pride.
Invariably, people source part of their own
identity from the image of their country.”
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 7

8.
Themes of
2012-13: Leaders
at a Glance
A Model Nation for a Modern Era 9
Global Symbols of Stability in a Tumultuous World 12
An Iconic Brand in Decline 15
Brand UK 18
The Untapped Power of the PIIGS 21
The Hard Benefits of Soft Power 27
Island Nations on the Rise 30
How Single-Minded Focus Pays Off 35
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 8

9.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
A Model Nation for a Modern Era
Switzerland (1)
Backed by a strong value World Economic Forum and the International In contrast to the economic woes and widespread
system and stable economy,
Olympic Committee. austerity measures of its European neighbors,
Switzerland has managed to maintain economic
there’s nothing a peaceful Based in a particularly strong performance for
Political Freedom, Environmental Friendliness and
stability and hold its leading position in the Good
for Business dimension for the third consecutive
population can’t do. Stable Legal Environment, Switzerland leads in the year. Though Switzerland’s natural resources are
Value System dimension, following an impressive limited, the country’s high-value export industries
six-place jump over last year’s rankings.
Switzerland is a nation geared around its people
and their needs. As a symbol of economic,
cultural and social stability in our tumultuous
world, Switzerland shows that the cultivation The United Nations Office
in Geneva is one example
of freedom, tolerance, transparency and
of an international
environmentalism can put a country’s brand organization housed
ahead—even in difficult economic times. After in Switzerland—giving
year-on-year growth in the CBI, Switzerland residents unparalleled
surpasses two-time leader Canada to enjoy top access to major bodies
of influence.
overall honors.
Switzerland’s role as an independent-yet-active
member of the international community has given
it the flexibility to build productive partnerships
and alliances while maintaining its historic
neutrality. What’s more, the country is a haven for
international organizations, giving Swiss citizens
and residents front-door access to some of the
world’s most important and influential bodies,
including the World Trade Organization, the
International Committee for the Red Cross, the
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 9

10.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
Though Switzerland’s natural
resources are limited, the country’s
high-value export industries have
remained competitive by drawing
on long-held associations with
quality, efficiency and style.
Photo: A Swiss-made watch, considered among the best in the world.
have remained competitive, drawing on long-held leading brand for the 2012-13 CBI’s Investment and personal sense of stability. A strong vision
associations with quality, efficiency and style. Climate and Regulatory Environment dimensions. backed by government funding, broad support
Though it’s yet to be seen if a loss in economic and public participation has made Switzerland
According to the Wall Street Journal, the country’s confidence within the Eurozone will catch up with a model for future-focused urban planning and
luxury economy has experienced a boom, thanks the Swiss economy in the long-term, today, the sustainability—as well as the number one brand
in part to an influx of tourists from Asian nations country is perceived as a world-class destination for Standard of Living and Most Like to Live In.
seeking to avoid high import duties. that continues to draw tourists, residents,
businesses and investment. Apart from improving overall quality of life, these
Ranked number one in the 2012-13 World initiatives have drawn global attention to what a
Economic Forum’s Global Competitiveness Switzerland rose one place to become the cohesive national identity can accomplish.
Report for its sound institutional environment, number one country brand in the Quality of Life Revered for its natural beauty, Switzerland ranks
excellent infrastructure, efficient markets and dimension overall, with the Swiss commitment to number two for Resort and Lodging Options
technological innovations, Switzerland is also the long-term durability helping internalize a national and number five for Attractions in the Tourism
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 10

11.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
dimension. Clearly, it’s a place people want to visit.
In fact, Switzerland’s rankings in the Tourism and
Heritage and Culture dimensions have increased
sharply this year, with History up seven places, Art
and Culture up fourteen places and Authenticity
up four spots, to number three.
Switzerland epitomizes the enduring country
brand, with a favorable economic climate
supported by a strong culture and set of values.
Understanding the dynamics behind Switzerland’s
success will help ensure its longevity and
perhaps that of other nations. For now, the
country continues to successfully drive demand,
relevance, differentiation and authenticity in the
face of a rapidly changing world.
Banks such as this one in Bern
are staples in the country’s long
history of financial, political and
cultural stability.
COUNTRY HIERARCHICAL DECISION ASSOCIATION
MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank
VALUE 1 QUALITY 1 GOOD FOR 1 HERITAGE 4 TOURISM 4
SYSTEM OF LIFE BUSINESS AND CULTURE
SWITZERLAND AWARENESS 13 Political
Freedom
1 Education
System
2 Investment
Climate
1 History 18 Value for
Money
10
FAMILIARITY 11 Environ. 1 Healthcare 2 Advanced 5 Art and 10 Attractions 5
Friendly System Tech. Culture
ASSOCIATIONS Stable Legal 1 Standard 1 Regulatory 1 Authentic 3 Resort and 2
Environ. of Living Environ. Lodging
RANKINGS
PREFERENCE 10 Tolerance 8 Safety 1 Skilled 5 Natural 1 Food 7
Workforce Beauty
11
5
2
1 CONSIDERATION 11 Freedom
of Speech
4 Job Opp. 5
DECISION/VISIT 9 Most Like 1
to Live In
ADVOCACY 19
‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 11

12.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
Global Symbols of Stability in
a Tumultuous World
Sweden (4) Germany (7)
Shelter from the storm? financial crisis to achieve over 3% GDP growth manage fiscal policy independent of its European
Look no further than a holistic
in 2011 alone. Perceived as the number three Union neighbors. That flexibility has paid off for
brand for Investment Climate and Advanced the country, which ranks fifth overall in Good
set of positive qualities. Technology, as well as the number one brand
for Skilled Workforce, Germany ranks second
for Business. Sweden’s strong commodities and
banking sectors have helped the country emerge
overall in the Good for Business dimension. All from the global financial crisis, ultimately ranking
Concern around Europe’s financial crisis continues of these rankings represent significant gains over it fifth for Regulatory Environment and twelfth for
to grow, and with it a decline in confidence the past twelve months—meaning it’s clear that Investment Climate in this year’s CBI.
among Eurozone economies. Germany is the perceptions around Germany’s economic climate
crucial exception. Its role as an economic driver are as robust as ever. Country brand strength is certainly a function
has not gone unnoticed in the CBI rankings. of economic strength, but it’s important to
While the economies of most European Union In contrast to Germany’s role as Eurozone creditor, recognize that every dimension of CBI works
countries have declined since 2008, Germany’s Sweden has seen economic growth in large part holistically to influence perception. For example,
has grown—emerging quickly from the global because of its separate currency and ability to Germany’s critical role in the stabilization of the
COUNTRY HIERARCHICAL DECISION ASSOCIATION
MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank
VALUE 2 QUALITY 4 GOOD FOR 5 HERITAGE 12 TOURISM 14
SYSTEM OF LIFE BUSINESS AND CULTURE
SWEDEN AWARENESS 22 Political
Freedom
4 Education
System
1 Investment
Climate
12 History 35 Value for
Money
15
FAMILIARITY 27 Environ. 4 Healthcare 1 Advanced 4 Art and 14 Attractions 18
Friendly System Tech. Culture
ASSOCIATIONS Stable Legal 2 Standard 2 Regulatory 5 Authentic 4 Resort and 12
Environ. of Living Environ. Lodging
RANKINGS Skilled
PREFERENCE 32 Tolerance 2 Safety 2 4 Natural 7 Food 12
Workforce Beauty
10
7 4 CONSIDERATION 28 Freedom
of Speech
1 Job Opp. 14
DECISION/VISIT 27 Most Like 9
21 to Live In
ADVOCACY 12
‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 12

13.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
Sweden’s economic security and predictability have made it a globally-
recognized pace-setter in everything from life expectancy to
political participation.
Photo: Stockholm’s iconic skyline and harbor in summer.
European economy may account for an overall Consideration to Visitation to Advocacy, Co-operation and Development’s Better Life Index
improvement in the Value System dimension, in Germany appears to be more than weathering consistently ranks Sweden above other member
which the country is up three places from last the European storm. countries in categories that include education,
year to rank ninth overall. The country’s Political employment, life expectancy and political
Freedom perception moved an impressive Similarly, Sweden’s economic security and participation—consistent with the country’s year-
twelve places ahead to number three overall, predictability have provided a platform for the on-year CBI performance.
while Freedom of Speech improved ten places creation of a social welfare system that is among
to number seven. Germany enjoyed improved the most effective in the world. Residents enjoy a Germany and Sweden have demonstrated how
perception for the majority of the Quality of Life markedly high standard of living that is recognized powerful and strong country brands can be in the
attributes, including Standard of Living, Safety by the majority of international rankings, including face of adversity. By creating environments where
and Most Like to Live In and is the strongest- the CBI. This year, Sweden is the number two people can succeed, both countries have worked
performing country brand for Job Opportunity. brand for Value System and number four for to drive preference in everything from tourism to
And finally, with a consistent conversion from Quality of Life. The Organisation for Economic investment to consumer goods and talent.
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 13

14.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
While the economies of most
European Union countries have
declined since 2008, Germany’s
has grown—emerging quickly
from the global financial crisis
to achieve over 3% GDP growth
in 2011 alone.
Photo: The European Central Bank’s headquarters
in Frankfurt, Germany.
COUNTRY HIERARCHICAL DECISION ASSOCIATION
MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank
VALUE 9 QUALITY 5 GOOD FOR 2 HERITAGE 7 TOURISM 7
SYSTEM OF LIFE BUSINESS AND CULTURE
GERMANY AWARENESS 2 Political
Freedom
3 Education
System
5 Investment
Climate
3 History 7 Value for
Money
3
FAMILIARITY 4 Environ. 9 Healthcare 7 Advanced 3 Art and 6 Attractions 12
Friendly System Tech. Culture
ASSOCIATIONS Stable Legal 6 Standard 5 Regulatory 6 Authentic 7 Resort and 11
Environ. of Living Environ. Lodging
RANKINGS Skilled
PREFERENCE 7 Tolerance 12 Safety 9 1 Natural 56 Food 8
Workforce Beauty
9 11 11
7 CONSIDERATION 5 Freedom
of Speech
7 Job Opp. 1
DECISION/VISIT 3 Most Like 8
to Live In
ADVOCACY 18
‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 14

15.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
An Iconic Brand in Decline
United States of America (8)
Even the most stable, Obama Effect lending credibility and renewed
promising and iconic country
attention to traditionally American ideologies.
That same year, brand USA enjoyed significant
brands can loose strength. improvements in perception across a number of
CBI measures, namely Political Freedom, Standard
of Living, and Most Like to Live In.
The United States is undeniably one of the
most widely recognized country brands in the However, in the face of successive fiscal crises in
world. Its belief system and ideals—among both the United States and Europe, the influence
them values like freedom, democracy, ambition and normative values of the West are beginning
and individualism—are major cultural exports, to lose clout with a global audience. Perhaps
The White House in Washington, D.C.—currently home to President
alongside its popular destinations. The historic as a consequence, the United States brand has
Barack Obama. On the cusp of the 2012 presidential election,
election of President Barack Obama in 2008 declined eight places in the overall index since citizens across the country and around the globe wait to see the
fed these brand perceptions, with the so-called 2009—a year when the US led across a number political, social and cultural direction of America’s future.
COUNTRY HIERARCHICAL DECISION ASSOCIATION
MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank
VALUE 14 QUALITY 15 GOOD FOR 8 HERITAGE 31 TOURISM 5
SYSTEM OF LIFE BUSINESS AND CULTURE
UNITED STATES AWARENESS 7 Political
Freedom
9 Education
System
14 Investment
Climate
7 History 31 Value for
Money
5
OF AMERICA FAMILIARITY 1 Environ. 30 Healthcare 19 Advanced 2 Art and 24 Attractions 2
Friendly System Tech. Culture
ASSOCIATIONS Stable Legal 14 Standard 15 Regulatory 15 Authentic 20 Resort and 8
Environ. of Living Environ. Lodging
RANKINGS
PREFERENCE 1 Tolerance 16 Safety 19 Skilled 10 Natural 62 Food 18
Workforce Beauty
1
4 6 8 CONSIDERATION 1
2
Freedom
of Speech
9 Job Opp.
Most Like
7
13
DECISION/VISIT
to Live In
ADVOCACY 3
‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 15

16.
cheme s on a me2-1 3: l eor subtitleg l a nce
t h a p ter f 201 title a der s at a
Despite recent economic challenges and a volatile social climate, the
US is also the number one brand in the world for Preference and
Consideration—indicating that the country is both highly esteemed and
frequently considered for a visit.
Photo: The always-bustling Times Square in New York City.
of dimensions. Now, on the cusp of the 2012 governance—remains steady at number fourteen. Medicaid and private health programs—a fact that
presidential election, citizens across the country But important attributes like Political Freedom, may influence the dimension in the future.
and around the globe wait to see the political, Stable Legal Environment and Freedom of Speech
social and cultural direction of America’s future. have suffered slight declines in perception. While Despite prevailing ideals of economic freedom,
perception of the country’s Quality of Life has the US faces huge challenges in an uncertain
This November, the presidential campaign weakened—including Standard of Living, Job climate. Recent government interventions
will bring major tensions to the fore, Opportunity and Most Like to Live In—the US may have eroded the limits of public spending, with
including domestic issues like the economy, be positioned to regain ground in the coming confidence fading in the government’s ability to
unemployment, immigration and same-sex years. Today, the US holds a steady nineteenth promote or even sustain open markets—leading
marriage; as well as major questions of foreign place for the Healthcare System ranking— many to argue that the current government
policy, the quickly-approaching “fiscal cliff” albeit a surprisingly poor performance for the actively discourages entrepreneurship and
and a staggering $14 trillion national debt. world’s largest economy. But the nation’s recent dynamic private sector investment. As such, the
Interestingly, brand USA’s ranking for Value healthcare overhaul will see an additional 32 United States has suffered declining perceptions
System—a key measure of the perception of million Americans insured by 2016 through both
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 16

17.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
in the area of Regulatory Environment, where the
US fell six places and out of the top ten.
It’s no surprise, however, that US firms are still at
or near the forefront of technological advances,
especially in relation to computer, medical,
aerospace and military technologies.
Consequently, the country remains perceived as
the second strongest performing brand globally
for Advanced Technology–an important measure
for any nation looking to cultivate an attractive
business climate.
Brand USA saw significant increases in perception
in the Heritage and Culture dimension this year,
with its History ranking climbing eight places,
Art and Culture sixteen and Authenticity thirteen.
The US is also perceived as the strongest-
performing brand in the world for Preference
and Consideration—indicating that the country is
both highly esteemed and frequently considered
for a visit, investment or purchase of its products.
The US is also perceived as the second strongest a unified, approachable image of the country for
performing brand in the world for actual visits or
the forging of commercial relationships.
global audiences.
It’s no surprise that US firms
As the world’s middle class continues to grow and are still at or near the forefront
The importance of perceptions of the US brand increases in influence—especially the purchasing of technological advances,
especially in relation to computer,
and its vacillation of strength in recent years has power of citizens in countries like China, Brazil
not gone unnoticed by either the public or private and India—the competition for tourists and
sector. In fact, the US government enacted its first business will only be fiercer. The White House medical, aerospace and
law addressing country perceptions—the Travel
Promotion Act of 2009—to create a dedicated
is attempting to seize this opportunity with its
agenda for improved tourism and travel to the
military technologies.
public-private partnership organization, Brand US in hopes of stimulating the national economy Photo: Infinite Loop in Cupertino, California; home of Apple, Inc.
USA, focused on improving the national image and improving its global image. The “Discover
of the US. In addition, this year President Obama America” campaign will first target Canada, Japan
unveiled the first national strategy on travel and and the UK, followed by Brazil and South Korea.
tourism, touting tourism as “the number one But only time will tell if these concerted efforts will
service we export.” Such initiatives have sparked reverse the decline in ranking of the US country
the campaign of “Discover America” which posits brand or how today’s investments will be reflected
in future editions of the Country Brand Index.
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 17

18.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
Brand UK
United Kingdom (11)
Humanity’s shining moment
also celebrates a country
regaining its strength.
The United Kingdom has seen almost eighteen
months of national celebrations and international
coverage. From the Royal Wedding in April 2011,
to Queen Elizabeth’s Diamond Jubilee in June
2012, to the London 2012 Olympic Games this
summer, the UK has captivated millions of people
around the world. And seeing significant gains in
a country brand’s performance means impacting
the lives and livelihood of residents, visitors and
potential visitors in significant ways, long-term—a The opening ceremony, for instance, was widely The London 2012 opening ceremony was one of the definitive events
task the UK has eagerly embraced. regarded as a success, bringing Danny Boyle’s in an eighteen month celebration of brand UK.
celebration of British heritage and culture to life
Brand UK’s performances for Awareness, through everything from a parachuting Queen
Familiarity and Preference are among the highest Elizabeth, to dancing NHS patients, to The Beatles
in the world—a fact that Olympic media exposure and Tim Berners-Lee. This fresh proclamation of
will certainly reinforce. But with approximately 900 British-ness captured the imaginations of visitors
million opening ceremony viewers, over six million and commentators around the world—including
visitors and 100,000 hours of broadcast coverage, the New York Times, who called the ceremony
the Games were an extraordinary opportunity “weirdly and unabashedly British.”
to showcase British heritage, pageantry and
nostalgia—not to mention project a new sense of These displays of cultural abundance—everything
ambition for a modern Britain. from music, to fashion, to entertainment
and beyond—confirmed brand UK, and
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 18

19.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
Anglo-American influence in general, as a cultural countries—England, Scotland, Wales and Northern
icon and fixture in pop culture. While the UK’s
performance in CBI’s Heritage and Culture
Ireland—face a critical political impasse with the
possibility of Scottish independence looming on
Brand UK faces an uncertain
dimension slipped last year, the brand is back up the horizon. Events like the Olympics offered a future as the people of Scotland
to number five overall—demonstrating an upward very public platform in which the countries could prepare to go to the polls in 2014
trend in strength that was further reinforced by
the creativity, humor and diversity of the opening
present themselves as a united front to the world,
albeit under the geographical entity of team
for a referendum that could see
ceremony. Notably, brand UK’s performance Great Britain, versus the political entity of the the country dissolve itself from
for History improved two places to number five, United Kingdom. the United Kingdom, ending a
Art and Culture held steady at number five, and
Authenticity is up eighteen placed to number The United Kingdom faces an uncertain future 305-year-old political union.
twenty two—the UK’s best performance in this as the people of Scotland prepare to go to the Photo: Panorama of Edinburgh, Scotland
attribute since CBI’s inception. polls in 2014 for a referendum that could see the
country dissolve itself from the United Kingdom,
The fanfare and ubiquitous display of the union ending a 305-year-old political union. Latent
jack is particularly timely, as this collective of tensions between England and Scotland, as far
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 19

20.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
reaching as the wars of independence 700 years Olympics will likely reinforce current impressions Money, jumping from seventy-fourth last year to
ago, are coming to the surface with the election that the UK prioritizes the environment, with the eighteenth place today. The country’s ranking for
of the Scottish National party led by Alex Salmond, country's rank for Environmental Friendliness Resort and Lodging Options also improved twenty
the leading advocate for Scottish independence. already improving two places this year to two places to number twenty six.
With the pageantry of the Olympics and Andy number eighteen.
Murray’s win at the US Open completed, the Like any strong brand, the UK’s reputation is the
focus will now turn to the uncertain future of the The sovereign state also flexed its natural assets result of generations of interactions and won’t
United Kingdom. during the 8,000-mile, 70-day Olympic Torch be radically determined by any one single event.
Relay—which spanned the breadth of Britain— Eight years of country brand research have shown
Nevertheless, the United Kingdom continues to showcasing its natural landscapes and urban us that perceptions change slowly and over time,
garner positive acclaim as a global leader across developments. Climbing an impressive twenty- but some brands are better equipped to harness
a diversity of attributes. For instance, 2012 marks four places to thirty-nine for the Natural Beauty new opportunities. China’s country brand, for
the UN’s official International Year of Sustainable attribute, it’s clear that perceptions are example, has steadily declined since the Beijing
Energy for All, as well as the final year in Britain’s growing stronger. Olympic Games—even though they were widely
first carbon budget. The UK has positioned itself regarded as a success. The lasting impacts of the
as a willing leader in eco-consciousness, with the Not surprisingly, the UK’s ranking in Tourism UK’s banner year and the challenges to Britain’s
London 2012’s Olympic organizing committee enjoyed the sharpest increase in performance identity over the Scottish question are difficult to
delivering the most sustainable Games ever this year, moving eleven places ahead to number measure or predict, but the UK is certain to remain
amidst mounting international scrutiny around nineteen overall. Many visitors were pleasantly a headline in the coming year.
the environmental impact of major events. The surprised by hotel availability during the Games—
positive impressions created through widespread which ultimately led to a widespread drop in
coverage of the large number of recycling bins prices to stimulate demand. The country achieved
across the capital and within the park during the a dramatic shift in perception for Value for
COUNTRY HIERARCHICAL DECISION ASSOCIATION
MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank
VALUE 11 QUALITY 14 GOOD FOR 11 HERITAGE 5 TOURISM 19
SYSTEM OF LIFE BUSINESS AND CULTURE
UNITED AWARENESS 10 Political
Freedom
8 Education
System
10 Investment
Climate
18 History 5 Value for
Money
18
kingdom FAMILIARITY 3 Environ. 18 Healthcare 11 Advanced 10 Art and 5 Attractions 7
Friendly System Tech. Culture
ASSOCIATIONS Stable Legal 10 Standard 16 Regulatory 12 Authentic 22 Resort and 26
Environ. of Living Environ. Lodging
RANKINGS
PREFERENCE 5 Tolerance 13 Safety 15 Skilled 11 Natural 39 Food 35
Workforce Beauty
11 CONSIDERATION 3 Freedom 11 Job Opp. 8
8 of Speech
9
13
DECISION/VISIT 4 Most Like 16
to Live In
ADVOCACY 14
‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 20

21.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
The Untapped Power of the PIIGS
Portugal (32) Italy (15) Ireland (21) Greece (39) Spain (19)
Economically troubled, the qualities they share is an unprecedented
opportunity to leverage strong, well defined
yes. But beautiful associations that could enhance their financial
competitiveness and return them on a sustainable
(and hopeful), too. growth path.
Portugal, Italy, Ireland, Greece and Spain represent Yes, all five countries are facing crippling debt,
a grouping of nations defined by the economic macroeconomic imbalances, rigid labor markets
crises they share, but also the cultural and natural and increasing austerity measures. But Italy, Spain
assets they have to offer. While the term PIIGS and Ireland in particular remain strong, top-
has largely been used in relation to each nation’s twenty-five brands. Greece, on the other hand,
worsening financial climate (with the exception of has continued on a multi-year downward trend
Greece), these country brands are not as rapidly in the CBI, suffering a twelve-place decline in Separated only by the Guadiana River, the towns of Alcoutim
in decline as we might imagine. In fact, one of perception to rank it thirty-ninth overall. in Portugal and Sanlúcar in Spain are vivid examples of both
countries’ cultural and natural assets.
COUNTRY HIERARCHICAL DECISION ASSOCIATION
MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank
VALUE 25 QUALITY 35 GOOD FOR 38 HERITAGE 61 TOURISM 36
SYSTEM OF LIFE BUSINESS AND CULTURE
portugal AWARENESS 12 Political
Freedom
25 Education
System
31 Investment
Climate
47 History 40 Value for
Money
30
FAMILIARITY 16 Environ. 33 Healthcare 35 Advanced 36 Art and 38 Attractions 48
Friendly System Tech. Culture
ASSOCIATIONS Stable Legal 22 Standard 41 Regulatory 36 Authentic 69 Resort and 50
Environ. of Living Environ. Lodging
RANKINGS
PREFERENCE 29 Tolerance 24 Safety 37 Skilled 33 Natural 77 Food 16
Workforce Beauty
CONSIDERATION 15 Freedom 26 Job Opp. 44
of Speech
DECISION/VISIT 20 Most Like 32
to Live In
34
29 30 32 ADVOCACY 27
‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 21

22.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
Portugal’s ranking slipped two places this year, but
the country faces more declines in the midst of an
economic crisis. Downgraded to junk status—or
just below the purview of investment—by Standard
& Poor’s in January 2012, Portugal’s government
follows in the footsteps of Greece and Ireland in
seeking a bailout from the European Union and
International Monetary Fund. Prime Minister Pedro
Passos Coelho has promised to cut spending
and raise taxes in order to meet the terms of a 78
billion Euro aid plan. These austerity measures are
hurting an economy that already suffered from
slow growth rates, and as such, the country’s
brand has declined in Good for Business, falling
six places to thirty-eighth overall. For Investment
Climate and Regulatory Environment, Portugal
also experienced declines in perceptions this year.
Similarly, rankings related to Greece’s business
climate declined following a fifth year of
economic straights. As the country attempts
A bank in Athens symbolizes Greece’s declining business climate
to avoid default, Greece and its creditors are following a fifth year of economic straights.
discussing a cut in the face value of its debt—
putting the country’s already fragile three-party
COUNTRY HIERARCHICAL DECISION ASSOCIATION
MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank
VALUE 72 QUALITY 87 GOOD FOR 78 HERITAGE 18 TOURISM 45
SYSTEM OF LIFE BUSINESS AND CULTURE
GREECE AWARENESS 3 Political
Freedom
88 Education
System
87 Investment
Climate
97 History 6 Value for
Money
87
FAMILIARITY 9 Environ. 83 Healthcare 102 Advanced 63 Art and 11 Attractions 32
Friendly System Tech. Culture
ASSOCIATIONS Stable Legal 77 Standard 85 Regulatory 78 Authentic 63 Resort and 53
Environ. of Living Environ. Lodging
RANKINGS Skilled
PREFERENCE 9 Tolerance 67 Safety 71 84 Natural 36 Food 23
Workforce Beauty
CONSIDERATION 8 Freedom 59 Job Opp. 100
of Speech
14 DECISION/VISIT 8 Most Like 79
27 to Live In
22
39 ADVOCACY 37
‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 22

23.
t h a p ter f 201 title a der s at a
cheme s on a me2-1 3: l eor subtitleg l a nce
Even though the financial crisis
has impacted perceptions around
the business climate of these
country brands—and for Greece
and Spain, Quality of Life as well—
the recession has not prevented
them from earning some of the
strongest scores for Preference
and Consideration globally.
Photo: View from the island of Santorini, Greece.
coalition in a position of placating the public size or economic power. However, a declining The country’s ranking for Job Opportunity fell to
before passing another round of austerity economic climate could have real and lasting a very weak one hundred this year.
measures. Greece’s Good for Business ranking effects on the quality of life for citizens and
is now seventy-eighth, with Investment Climate residents alike. This is certainly the case for Similarly, a quarter of Spain’s workforce is
falling thirteen places to ninety seven, Regulatory Greece, a nation that suffered its sharpest already jobless and close to half of its youth
Environment falling fifteen places to seventy declines in perception this year in the Quality are without work. Spain’s ranking for Job
eight, and Skilled Workforce falling seven places of Life dimension, falling thirty-four places to Opportunity accordingly fell four places to
to eighty four—all at their lowest levels since the eighty seven in the country’s lowest-ranked forty-sixth, with Most Like to Live In and
CBI’s inception. dimension overall. Inherently connected to Standard of Living also suffering significant
a nation’s ability to offer its people gainful declines. Once considered some of the most
As reported every year in the CBI, country brand employment, quality of life in Greece is attractive places to live in the world, the PIIGS
strength isn’t directly correlated with geographic significantly impaired by rising unemployment. face the brain-drain of high unemployment
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 23

24.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
rates and the risk of losing their valuable Madrid-Barajas Airport is
workforces to better opportunities abroad. a physical symbol of Spain’s
prowess in the Preference
Even though the financial crisis has impacted and Consideration
dimensions, and is one of
perceptions around the business climate of these
Europe’s leading airports
country brands–and for Greece and, to a lesser with a shuttle connection to
extent, Spain, Quality of Life as well—the recession Barcelona that is also the
has not prevented them from earning some of the busiest air route on
strongest scores for Preference and Consideration the continent.
globally. In fact, Italy jumped one place ahead
to become the number one country brand
for Tourism overall, ranking as the strongest-
performing brand for Food and third strongest for
Attractions. Italy is also the strongest-performing
country brand this year for History, Art and Culture
and the Heritage and Culture dimension overall.
It’s clear that Italy’s iconic collection of luxury,
heritage brands are still considered among the
world’s most valuable, with demand growing
quickly in Chinese and Indian markets.
The World Travel and Tourism Authority reports
that spending among international business and
leisure tourists is projected to increase in 2012 in
both Portugal and Greece.
COUNTRY HIERARCHICAL DECISION ASSOCIATION
MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank
VALUE 21 QUALITY 25 GOOD FOR 24 HERITAGE 11 TOURISM 15
SYSTEM OF LIFE BUSINESS AND CULTURE
SPAIN AWARENESS 5 Political
Freedom
20 Education
System
25 Investment
Climate
32 History 11 Value for
Money
34
FAMILIARITY 6 Environ. 31 Healthcare 25 Advanced 22 Art and 4 Attractions 15
Friendly System Tech. Culture
ASSOCIATIONS Stable Legal 23 Standard 27 Regulatory 24 Authentic 29 Resort and 24
Environ. of Living Environ. Lodging
RANKINGS
PREFERENCE 13 Tolerance 17 Safety 31 Skilled 36 Natural 26 Food 6
Workforce Beauty
CONSIDERATION 7 Freedom 19 Job Opp. 46
of Speech
10
14 14
19 DECISION/VISIT 6 Most Like
to Live In
20
ADVOCACY 4
‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 24

25.
t h eme s o f 201 2-1 3: l e a der s at a g l a nce
It’s clear that Italy’s iconic
collection of luxury, heritage
brands are still considered among
the world’s most valuable, with
demand growing quickly in
Chinese and Indian markets.
Photo: Exclusive boutiques in Piazza Filippo Meda, Milan, Italy.
COUNTRY HIERARCHICAL DECISION ASSOCIATION
MODEL (HDM) Rank DIMENSIONS Rank Rank Rank Rank Rank
VALUE 23 QUALITY 21 GOOD FOR 23 HERITAGE 1 TOURISM 1
SYSTEM OF LIFE BUSINESS AND CULTURE
ITAly AWARENESS 8 Political
Freedom
21 Education
System
23 Investment
Climate
38 History 1 Value for
Money
28
FAMILIARITY 5 Environ. 35 Healthcare 28 Advanced 23 Art and 1 Attractions 3
Friendly System Tech. Culture
ASSOCIATIONS Stable Legal 25 Standard 22 Regulatory 23 Authentic 19 Resort and 15
Environ. of Living Environ. Lodging
RANKINGS
PREFERENCE 4 Tolerance 22 Safety 33 Skilled 22 Natural 11 Food 1
Workforce Beauty
CONSIDERATION 4 Freedom 18 Job Opp. 39
15
6 of Speech
12 10
DECISION/VISIT 5 Most Like 19
to Live In
ADVOCACY 5
‘09 ‘10 ‘11 ‘12 118th Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1st
Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 25