The document summarizes FutureBrand's methodology for its annual Country Brand Index study. It utilizes quantitative research from 3,500 business/leisure travelers and experts in 16 cities. It also leverages qualitative input from over 40 global experts who participated in an online collaborative exercise to discuss factors influencing country brand strength. Key findings include that culture, identity, and people were cited as the top factors in country brand strength. Major world events from the past year were also believed to impact brand perceptions of countries.