HDM: A structured View of the Customer Mindset The Hierarchical Decision Model (HDM) is a proprietary FutureBrand methodology used

to facilitate an understanding of the place a brand occupies in the mindset of target audiences. The model is based on how people process information and form relationships with brands, the kind of relationships that, if managed well, lead to preference, purchase and advocacy. Effective marketing requires identifying where a country is along the HDM continuum and aligning its marketing tactics with that place. Methodology FutureBrand has developed a three-tiered evaluation system for ranking country brands. The Index incorporates global quantitative research, expert opinions and relevant statistics that link brand equity to assets, growth and expansion. More than 2,600 respondents from seven countries participated in a travel survey. Participants were screened to include frequent international travelers (who travel internationally more than once a year) between the ages of 21 and 65, with a balanced split between men and women. Business and leisure travelers were both included. Survey results were aggregated and weighted in proportion to their regions respective volume of travel consumption. Performance on attributes by country was then considered against the expert opinions of more than 50 international travel industry professionals and secondary statistics in order to generate the country rankings. Benefits of Country Branding Provides the glue (consistency) among political, social and economic pillars Defines how the countrys own citizens and the world perceive it Balances substance and form perception and reality Optimizes strategic objectives across political, FDI, export, tourism, etc. Creates a seamless connection between the countrys strategic intent, its marketing and its experience Delivers a unifying platform that builds synergy, allowing for cross-promotion and public and private sector alignment