The value of measuring countries as brands | The Insight Files | Scoop.it

The Country Brand Index has historically studied perceptions of 118 countries around the world in the same way we measure consumer or corporate brands – ranking them according to strength of perception across association dimensions. This year, FutureBrand’s research has revealed that not all of the 75 countries studied qualify as ‘brands’. In fact, only 22 meet the criteria of a ‘country brand’ and can be shown to have a measurable competitive advantage over their peers as a result. The Country Brand Index 2014-15 report includes an overall ranking of the 75 countries, rankings by dimension, complete perception dashboards for the top five country brands, regional leaders and averages and 'ones to watch' for the future. Click here to download the full report.