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Country Brand Index 2014-15 1 2 3 Contents 1. Introduction 2. Our methodology 3. 2014-15 rankings 4. Key findings 5. What makes a country brand? 6. Regional rankings 7. Future focus 8. Appendix Country Brand Index 2014-15 2 1. Introduction Country Brand Index 2014-15 3 Introduction The value of measuring countries as brands 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. FutureBrand was among the pioneers of this approach, exploring the hypothesis that countries can usefully be understood as the sum of their identity and reputation. And, just like brands, strength or weakness of perception of a country can influence peoples’ decisions to choose them as places to visit, live or invest in. This was assumed to provide a competitive advantage in a global market for tourism, education and investment, and built evidence for proactive country brand management. Over the last 5 years, our work in country branding has highlighted the increasing importance of ‘country of origin’ in understanding country brand strength. In particular, its role as a driver of consumer choice became evident in our Made In research in 2013-14.