Country brands rank countries by how well you know them, how much you want to visit and whether you would like to live there. There are two main indexes: Futurebrands Country Brand Index (CBI) and the Anholt-GfK Roper Nation Brands Index (NBI).
|Good values make countries more desirable|
Each of these indexes produces different rankings.
- The No. 1 country is different. In the Futurebrand Country Brand Index (CBI) 2011-2012 Canada is the No.1 country. In the Anholt-GfK Roper Nation Brands Index (NBI) the USA is ranked No.1, while Canada is in sixth place.
- New Zealand is No. 3 in the CBI index, but it doesn’t make the top ten in the NBI index. It made the list because of strong economic growth, and high ranks in the Natural Beauty and Value System.
- Japan makes both lists and gets a No. 1 rank in Tourism in the CBI. Perceptions of countries are shaped by media exposure. Japan has had problems, but the perception of the country has been damaged by the tsumani and the attention on a possible nuclear meltdown.
- Small countries can have big reputations. The Maldives ranks No.1 and the sinking island of Mauritius ranks No. 2 in the CBI Resort and Lodgings dimension in the Tourism Attributes section.
Does National Pride Shape the Outcome?
Simon Anholt developed the system for the NBI in 1996. If you visit his website you can use a simple tool to find out how people rank themselves and others. Hint, India likes India, but after itself, who does India most admire? Hint, I think they want to mimic this nation’s technical reputation.
How Are the Nation and Country Brands Indexes Different?
- Futurebrands measures 3,500 business and leisure travellers, 14 countries, 102 expert contributors from 16 cities and 400+ ideas sourced in the ether. They rank countries on how good they are at making people’s lives better using a 7-stages model of awareness, familiarity, association, preference, consideration, decision/visitation, and advocacy.
- Anholt-GfK Roper Nation Brands Index measures 50 countries on the power and quality of the brand and the reputation of the country using 6 dimensions (export, governance, culture and heritage, people, tourism and investment and immigration).