The FutureBrand Country Brand Index

Brands of any kind typically have two dimensions — the promise they make and the way they are perceived by consumers; that is, they build reputation. Good country brand management is fundamentally about ensuring that there is no gap between the two. The FutureBrand Country Brand Index is designed to measure perceptions of country brand strength across multiple dimensions. As such, its aim is to reflect back to country brand managers how close perceptions are to reality, and provide a consistent framework for improving those perceptions. To the extent that the Index is a ranking of countries according to brand strength, it aims to provide a sense of relative position against regional and global competition, as well as a benchmark by which to measure change over time. But it also has an advisory emphasis, helping to show which areas might benefit from renewed focus or a change of strategy — the levers to pull for growth. However, while it looks at perceptions of country brands relating to business, culture and politics, the Index does not seek to present an absolute measure of country brand value, political or economic power — this is the work of other research.