FutureBrand - Country Index - 2020

A unique country perception study
November 2020
FutureBrand Country Index 2020 Resilience and Reality
Welcome
It is 12 months since we last published the
FutureBrand Country Index but, in that period,
life as we know it has been turned on its head.
to the
Every day brings new headlines that report poor
management of Covid-19 cases and floundering
governments, as well as an exodus from cities and
FutureBrand
dissatisfaction with lockdowns and social distancing.
But what if the 24/7 news agenda doesn’t reflect
what real people think and feel? The FutureBrand
Country Country Index 2020 reveals just that: our carefully

considered research found that a country’s
brand is deeply resilient, even at a time when
Index 2020.
so much seems temporary and changeable.
As nations adjust to the ‘new normal’, there has
never been a better — or more important — time
to examine the value of a country’s brand and
In a world where little seems certain, the news determine what makes it robust in the eyes of the
cycles are dominated by the worst healthcare world. These are strange and challenging days
crisis in living memory, and many countries are but many countries are standing firm, not least
riven by political division, it’s easy to assume that those we might have expected to falter and fall.
country brands have withered on the vine.
How do we know this? Well, while countries have
traditionally been measured and judged on factors
such as population size and GDP, at FutureBrand
we look beyond the obvious statistics. Our Index
scrutinises where people want to live, visit, invest
in, and buy goods and services from. Quality
of life is crucial and its value system is key.
In short, there’s a reality gap between
what the headlines tell us and what we,
as nations, actually believe.
FutureBrand Country Index 2020 2 Copyright © 2020 FutureBrand 3

FutureBrand Country Index 2020 Contents
01 02 05 06
Resilience and Reality 06-15 The Top 75 Countries 16-25 New for 2020 52-67 Country by Country 68-121
08 Confidence 54 Overview 72 Japan 102 Denmark

10 My Country as a Brand 56 How Have They Done? 78 Switzerland 106 Finland
14 Methodology 60 Up to the Job? 84 Norway 110 Sweden
62 On the Inside Looking Out 94 Germany 114 UAE
64 Where They Would Most Like to Live 98 Canada 118 New Zealand
More More More More
03 07 08
The Key Results 26-41 Other Top Stories 122-143 Regions 144-153
28 Reading Between the (Head)Lines 124 The US, the UK, and China 146 Asia Pacific
32 What a Difference a Year Makes — Or Does It? 130 Moving On Up: The Middle East Story 148 Europe
34 Top 5 Risers In Ranking 134 On the Rise: The Africa Story 150 Middle East
36 Top 5 Fallers In Ranking 140 Slipping Down: The LATAM Story 151 Africa
38 Who’s In, Who’s Out 152 LATAM
40 The Covid-19 Effect More More 153 North America More
04 09 10
Crucial Stories for Critical Times 42-51 Cities 154-159 Notes and 160-163
Methodology Detail
44 Resilience
46 Economic Dominance vs Country Appeal
48 The Life Pursuit
49 Environmental Friendliness
50 The Way We Used to Live
More More More

01
FutureBrand Country Index 2020
Resilience and Reality

Resilience and Reality Confidence
Our Country Index Confidence in the stability

& reputation of a country:
2020 clearly shows
that countries who We know from experience in previous
qualitative research on country
properly invest in branding that confidence in the stability
and reputation of a country has an
their brand reap enormous impact on the way that a
country is perceived, and impacts
the benefits. on major decisions regarding:
We identify the main drivers for success and Whether or not to Invest in a Country
explore how effective country branding, and
confidence in what that country has to offer, Whether or not to Buy Products
can provide a tangible competitive advantage. from a County
Put simply, building a country brand is a very Whether or not to Visit a Country
good thing to do. In a Covid-19 world, country
brands matter more than ever — we can’t
for Business or Pleasure
control events but we can control our country’s
resilience. It’s all about the long-term picture.
With that in mind, not only do we have
year-on-year results, we also have a six-year
scenario thanks to our 2014 Index. We prioritise
the calibre of the people we speak to and
place great emphasis on the longevity of our
data. Now we can share that with you.

Resilience and Reality My Country as a Brand
For a country to be viewed For a country to be viewed

successfully as a country unsuccessfully as a country
brand it is seen as: brand it is seen as:
Confident Untrustworthy
Influential Unreliable
Politically Stable Weak
Economically Progressive Outdated
Innovative Corrupt
Trustworthy Economically & Politically Unstable
Respected Unsafe
Tolerant Aggressive
Reliable Bad for Business
Safe Slow
Honest nfriendly/Intolerant and
U
Well Developed Lacking Respect
A Leader
Good for Business
Independent
uthentic and with a
A
Good Quality of Life

Resilience and Reality
In a Covid-19
world, country
brands matter
more than ever —
we can’t control
events but we
can control
our country’s

Resilience and Reality Methodology
Unlike other surveys, we As we entered the sixth month of Covid-19, some

2,500 interviews were conducted with — among
don’t send out random others — CEOs, C-suite, MDs and top level civil
servants from across the world, each of whom rated
questionnaires in a seven countries they were familiar with, making
this report uniquely informed and invaluable.
scattergun approach.
Instead, we talk to
leading professionals
1: Value TO
UR
22: Buy Products For Money 2: Range of ISM
IN
A DE Made In Attractions
who are in key positions

M 100%
21: Unique 3: Resort &
Products 90% Lodging Options
and have compelling 20: High–Quality

Products
80%
70%
4: Would Like to
Visit for a Holiday
and pivotal opinions. 60%
19: Authentic 50%

Products 5: Food
40%
For the Country Brand Index 2020, we worked with
QRi Consulting, our international research partner 30%
6: Historical
18: Tolerance
who has more than three decades of experience in 20% Points of Int.
& CULTURE
brand strategy. As such, the research is generated
HERITAGE
10%
SYSTEM
VALUE
from a globally informed audience of frequent
flyers who evaluated the image and reputation 17: Environmental 7: Heritage,
of the World Bank’s top 75 countries by GDP. Friendliness Art & Culture
16: Political
8: Natural Beauty
Freedom
15: Good 9: Health &

Infrastructure Education
14: Advanced 10: Standard

Technology of Living
BU
SIN
ES 13: Good for 11: Safety
SP 12: Would Like
OT Business & Security
EN to Live in E
TIA F LIF
L ITYO
AL
QU

02
The Top 75 Countries

The Top 75 Countries 01 —15
Country Index Country World Bank GDP Region Country Index Country World Bank GDP Region
Ranking 2020 2020 Position Ranking 2020 2020 Position
2020 vs 2019 2020 vs 2019
6 1 Denmark 38 Europe
1 Japan 3 Asia Pacific
7 2 Finland 44 Europe
8 4 Sweden 23 Europe
2 1 Switzerland 20 Europe
9 7 UAE 29 Middle East
10 1 New Zealand 52 Asia Pacific
3 1 Norway 30 Europe
11 4 Australia 14 Asia Pacific
12 3 Austria 27 Europe
4 2 Germany 4 Europe
13 1 US 1 North America
14 3 France 7 Europe
5 3 Canada 10 North America
15 1 Italy 8 Europe

2020 vs 2019 2020 vs 2019
16 4 South Korea 12 Asia Pacific 26 7 Ireland 32 Europe
17 1 Singapore 34 Asia Pacific 27 1 Kuwait 58 Middle East
18 8 Qatar 53 Middle East 28 2 Saudi Arabia 18 Middle East
19 9 Luxembourg 72 Europe 29 8 Belgium 24 Europe
20 1 United Kingdom 6 Europe 30 15 Malaysia 36 Asia Pacific
21 8 Netherlands 17 Europe 31 4 Russia 11 Europe
22 Israel 31 Middle East 32 37 Angola 66 Africa
23 Spain 13 Europe 33 4 China 2 Asia Pacific
24 1 Portugal 48 Europe 34 26 Algeria 55 Africa
25 6 Oman 69 Middle East 35 1 Greece 51 Europe

2020 vs 2019 2020 vs 2019
36 Ghana 74 Africa 46 17 Kenya 65 Africa
37 25 Puerto Rico 62 LATAM 47 10 Guatemala 70 LATAM
38 11 Myanmar 71 Asia Pacific 48 2 Panama 75 LATAM
39 Thailand 22 Asia Pacific 49 10 Kazakhstan 54 Asia Pacific
40 16 Hong Kong 35 Asia Pacific 50 21 Bangladesh 41 Asia Pacific
41 9 Czech Republic 47 Europe 51 11 Turkey 19 Europe
42 7 Slovakia 61 Europe 52 4 Indonesia 16 Asia Pacific
43 15 Sri Lanka 68 Asia Pacific 53 Bulgaria 73 Europe
44 8 Ethiopia 64 Africa 54 1 Egypt 40 Africa
45 6 South Africa 37 Africa 55 11 Poland 21 Europe

2020 vs 2019 2020 vs 2019
56 18 Hungary 56 Europe 66 5 Vietnam 45 Asia Pacific
57 10 Brazil 9 LATAM 67 26 India 5 Asia Pacific
58 10 Cuba 63 LATAM 68 2 Dominican Republic 67 LATAM
59 6 Ecuador 60 LATAM 69 3 Iran 28 Middle East
60 24 Argentina 25 LATAM 70 16 Colombia 39 LATAM
61 7 Nigeria 26 Africa 71 3 Ukraine 57 Europe
62 20 Romania 46 Europe 72 8 Mexico 15 LATAM
63 4 Philippines 33 Asia Pacific 73 20 Chile 42 LATAM
64 2 Morocco 59 Africa 74 1 Pakistan 43 Middle East
65 28 Peru 50 LATAM 75 Iraq 49 Middle East

03
The Key Results

The Key Results Reading Between the (Head)Lines
Turmoil, troubled Using 22 attributes, we examined what matters

when it comes to a country’s reputation, how it
times and populist is perceived both internally and externally, and

what constitutes a country worth investing in.
politics: 2020 Contrary to our expectations, time and again

one theme emerged: resilience.
will go down as In simple terms, resilience means knowing

how to cope despite of setbacks and barriers.
one of the most It’s a measure of how much you are willing to
do (and how hard you are willing to work) to
extraordinary years overcome obstacles and difficulties. Resilience
is about strength. Resilience is about spirit.
in modern history.
In different corners of the globe, racial tensions are
“I think it [Japan] looks like
running high and political divisions dominate popular
debate. Countries are struggling with a worldwide
it has a high brand power.”
pandemic and adapting their healthcare systems to Japanese respondent on how the
cope with a huge influx of patients. Meanwhile, job world views their country as a brand
security can’t be relied upon and many people have
lost their livelihoods. Against this backdrop, it is
“They see us [America] as

not appropriate to measure country strength using
financial might alone. Indeed, has it ever been?
a leader, and the envy of

most of the world.”
American respondent on how the
world views their country as a brand

The Key Results Reading Between the (Head)Lines
In the context of country The 6 FutureBrand Country Index attribute dimensions
branding, resilience at
its most fundamental Made In
Authentic; Quality; Unique; Desire
is a sign of durability.
Countries that consistently invest in their brand Tourism
are better placed to withstand shocks and maintain Attractions, Value for Money,
their place in the world despite more ‘front of mind’ Desire, Resorts/Lodging, Food
waves of economic uncertainty, polemic news
headlines, populist politics, and even pandemics.
And so, in 2020, both the US and the UK, beset Heritage & Culture
respectively by a controversial presidency and Heritage, Historical Points of Interest,
ongoing negotiations over Brexit, retained Art & Culture, Natural Beauty
their top 20 slots in the FutureBrand County
Index, only slipping by one spot each.
And there were no major surprises in the top Value System
ten with Japan holding on to no. 1 for the Political Freedom, Tolerance,
third time. In addition, as far as regions were Environmental Friendliness
concerned, both the Middle East and Africa
increased their scores in most attribute areas.
Pessimism and negativity may be 2020’s Business Potential
watchwords but they aren’t the real story. Good Infrastructure, Advanced
Technology, Good for Business
The real story is resilience.
Quality of Life
Health & Education, Standard of Living;
Safety & Security, Live/Study There

The Key Results What a Difference a Year Makes — Or Does It?
To really get to the The FutureBrand Country Index top 5 2020
heart of a country’s Country Index

Ranking 2020
Country World Bank GDP
2020 Position
branding success,
2020 vs 2019
we need to see which 1 Japan 3

nations have kept
their places at — or
near — the top, and 2 1 Switzerland 20
look at the biggest

risers and fallers.
3 1 Norway 30
4 2 Germany 4
5 3 Canada 10

The Key Results Top 5 Risers in Ranking
An examination of today’s The top 5 risers in ranking 2020 vs 2019
rankings compared to Country 2020 2014 2020 vs 2014
2019 shows that the top Angola 32 69 37
risers are Angola (having

climbed 37 slots to reach 32),
Algeria 34 60 26
Algeria (up 26 places to 34), Puerto Rico 37 62 25
as well as Puerto Rico (with Bangladesh 50 71 21
a rise of 25), Bangladesh

46 63
(a climb of 21), and Kenya
Kenya 17
(17 places higher).

As for the six-year statistics, Ghana has soared by The top 5 risers in ranking 2020 vs 2014
34 places, landing at 36, while Bangladesh is up by
22 to 50. Kenya follows, then Slovakia and Sri Lanka. Country 2020 2014 2020 vs 2014
Ghana 36 70 34
Bangladesh 50 72 22
Kenya 46 65 19
Slovakia 42 59 17
Sri Lanka 43 60 17

The Key Results Top 5 Fallers in Ranking
When comparing 2020 to 2019, The top 5 fallers in ranking 2020 vs 2019
of the biggest fallers Peru Country 2020 2019 2020 vs 2019
takes the unwanted top spot, Peru 65 37 28
slipping by 28 places to 65.

India is hot on its heels with
India 67 41 26
a fall of 26 places to the 67th Argentina 60 36 24
ranking. Next are Argentina Romania 62 42 20
(a drop of 24), Romania

56 38
(a loss of 20 places), and
Hungary 18
Hungary (down by 18 slots).

Meanwhile, the six-year picture reveals that Chile The top 5 fallers in ranking 2020 vs 2014
has slumped by 27 places to 73rd place, Argentina
is down by 18, followed by Mexico and India (both Country 2020 2014 2020 vs 2014
dropped by 17), with Peru recording a fall of 16 slots.

Chile 73 46 27
“ I do not know how to see it with Argentina 60 42 18
good eyes, not even to invest, it

is very unstable economically, Mexico 72 55 17
political interests are rubbish.” India 67 50 17
Argentinian respondent on how the

world views their country as a brand. Peru 65 49 16

The Key Results Who’s In, Who’s Out
As you can see from the table Changes 2020 vs 2019
— which is taken from the Fell Out New Entrants
World Bank top 75 countries Costa Rica Ghana
by GDP for that year — since

2019 we have lost Costa
Sudan Bulgaria
Rica and Sudan. Therefore,

Changes 2019 vs 2014
there are two new entrants:
Ghana and Bulgaria. Fell Out New Entrants
Ghana Algeria
Zimbabwe Angola
Cambodia Ethiopia
Fiji Sudan
Taiwan Hong Kong
Bulgaria Kazakhstan
Croatia Myanmar
Estonia Philippines
Iceland Luxembourg
Malta Cuba
Uruguay Dominican Republic
Bahrain Ecuador
Jordan Guatemala
Lebanon Iraq
Jamaica Kuwait

The Covid-19 Effect The Key Results
As our research was “ It made social distancing earlier

conducted six months and more effective, the governments
of the country worked together,
into the global pandemic, applied mass testing and had a
we are in a unique position health system that was already
to assess the effect of prepared and that improved with
Covid-19 on countries. the pandemic.” quote about Germany
Our in-depth analysis later in the report will examine

this in fine detail and reveal — among other things —
that some citizens believe that actions taken
by various countries have helped to deal with
the crisis. But others are angry at what they
perceive as a clear lack of leadership and
direction, both of which, they say, has cost lives.

04
Crucial Stories
for Critical Times
Crucial Stories for Critical Times
Resilience: As we have
already revealed,
nations which have
invested in their
country’s brand
are weathering our
turbulent times.
And, in some cases,
are stronger in the
eyes of the world
than in 2019.

Crucial Stories for Critical Times Key Drivers of Confidence in a Country
Economic Dominance All in all, this means that countries with smaller
GDPs can challenge traditional financially
vs Country Appeal: dominant nations. It’s less about monetary value
and more about how countries react, strike
a balance, and thrive in the 21st century.
Our research clearly demonstrates that an
individual’s confidence in a country does not rest
solely on GDP. Rather, perception ranges across
a variety of very different factors including:
alue System — Does it have a
V
Made In Experience
tolerant society with freedom? 100%
90%
usiness Potential — Is there a good infrastructure
B
80%
and does it have advanced technology?
70%
uality of Life — Is there a good standard
Q 60%
of living and would I like to live there? Value System Tourism
50%
eritage and Culture — Are there historical

H 40%
points of interest and a thriving cultural scene? 30%
Tourism — Is it an attractive holiday destination? 20%
10%
ade In — Does it have high quality products, and
M
would I like to buy products made in that country?
tability and Security — How safe would I feel
S
there, and does it have a good reputation
for a stable government and society?
Business Heritage
Potential & Culture
ovid-19 — Is it handling the pandemic
C
adequately and effectively?
Purpose Quality of Life

The Life Pursuit Environmental

Gone are the days of Wall Street’s Gordon
Friendliness
Gekko and his “greed is good” mantra. Today,
it’s all about living a richer life rather than living When we last published the Country Brand
richer. We identified this trend in last year’s Index in 2019, the world had witnessed some
Index and, perhaps not surprisingly given the of the most devastating natural disasters
state of the world, ‘quality of life’ is 2020’s in living memory. Sadly, the past 12 months
top driver of confidence in a country brand. have seen even more catastrophes. From
the Australian bushfires which wiped out
The term ‘quality of life’ has taken on renewed millions of hectares and cost many lives,
significance and greater importance. to tropical cyclones, cataclysmic flooding,
Individuals are no longer waiting until locust swarms and, lest we forget, Covid-19.
retirement to enjoy the good life, they Our environment is beset on all sides.
want a higher standard of living now.
It’s therefore no surprise that a country’s
This includes: environmental friendliness continues
ecent and Accessible Healthcare
D to drive perceptions. We expect this to
and Education Systems increase in importance in future years. The
countries that get their climate change
A Safe Society
policies right, and are seen to be taking
An Affordable Cost of Living action, will benefit in terms of the long-term
strength of their brand and reputation.
laces of Cultural and
P
Historical Value to Visit
Natural Beauty
A Work/Life Balance
Freedom of Expression
Reliable Infrastructure and Technology

The Way We Used to Live Thailand — The Thais claim the people themselves
were responsible for taking on and defeating Covid-19,
a sense of real collaboration and national unity.
Covid-19 has irrevocably changed the way we live
and work. Major companies have said that home- China — Solid leadership and decision-making,
working will continue in some form once the world effective control, strong quarantine measures,
is back to normal, and being confined to their timely response plan.
home during lockdown has transformed the way
some people think about where they want to live.
How my country has dealt with Covid-19
While the news headlines have been awash with
stories of government incompetence and mishandling From the evidence gathered it would appear
of Covid-19, there are, nevertheless, various that citizens feel there are a number of
countries whose citizens believe they are handling actions taken by various countries which
the crises well. According to our respondents, each have helped deal with the crisis:
of these countries used various coping strategies: Acting Swiftly and Rapidly
Japan — Placed the country under infection Preventative Measures Put in Place
control quickly and efficiently, showed strong
and trustworthy leadership, and the people Clear And Actionable Guidance
took a disciplined approach to advice. Consistent Guidelines
Canada — A sense of everyone coming Strict Rules And Regulations
together to take on Covid-19. The Government,
the provinces and the people all working Borders Shut Down
as one in a national collective effort. Equipment Provided
Germany — The Government acted very fast, National Unity/Togetherness
focused on preventative methods, communicated
Everyone’s Responsibility
constantly and provided actionable advice. It showed
a level-headed approach, calm and no panic. Financial Support Given
UAE — Its leaders placed strict and unbreakable Calm and Level Headed Approach
rules and regulations to deal with Covid-19 which
were heavily enforced. Also proactively provided
masks and sanitiser in many public places.

05
New for 2020

New for 2020 Overview
At the beginning of the year,

no one could have predicted
that, as we near the end of
2020, the world would be
completely transformed,
perhaps forever. From the
wildfires which devastated
large swathes of land to a
global pandemic that shows
no sign of abating, these
are extraordinary times.
But our data, collected during social
distancing, reveals the key perceptions when
it comes to Covid-19, how country brands
are perceived by the rest of the world, and
where people would most like to live.

New for 2020 How Have They Done?
As one of our respondents “They have hardly any

so aptly noted, “no country cases and when they got
was prepared for this”. a second wave they had
Nevertheless, there is a an action plan ready
lot of goodwill towards to go and immediately
various countries on implemented it. And
how they have handled Jacinda speaks to the
the pandemic. people as an equal
Our respondents have shown admiration without condescension.”
for New Zealand’s Prime Minister Jacinda
Ardern and her government during these quote about New Zealand
turbulent days, and noted other positive
things about China and Germany.

New for 2020 How Have They Done?
But perhaps most telling is that ‘don’t know’ Our respondents felt these countries handled
ranked at number five when people were Covid-19 the best
asked which country had been the most
successful at dealing with Covid-19. These are
20%
uncharted waters with new advice and new
research being revealed on a regular basis.
18%
There are also rumblings of unease. With second

waves and fresh lockdowns, confusion is a common
emotion and some respondents reported a 16%
perceived lack of direction from their leaders. And,

of course, many are anxious about how it will impact 14%
the economy both in the short and the long term.
13%
12%
“ I don’t think any country has
12%
handled this problem in the best 10%
way. They did have a lot of good

intentions to take care of us, but
8%
8%
8%
unfortunately no country was 6%
prepared for all this that continues
5%
to happen with Covid-19.”
4%
4%
3%
3%
3%
3%
“ It is still an ongoing subject
2%
without anyone offering any 0%
permanent solution.”
New Zealand
China
Germany
Don’t Know
South Korea
Sweden
Japan
Taiwan
Thailand
USA
New for 2020 Up to the Job?
How has the country US — Countries that have handled Covid-19 the best
our respondents live in 50%
handled the pandemic?

40%
30%
Unsurprisingly, residents
29%
20%
21% 21%
have mixed feelings about

14% 15%
10%
0%
how their own country

Extremely Well Very Well Reasonably Well Not Very Well Very Badly
has tackled Covid-19. Japan — Countries that have handled Covid-19 the best
50%
Taking the US as an example, some believe that 40%
America is leading the fight, utilising advanced

30%
technology and conducting a lot of testing. Others
are angry at the slow speed of response from their 20% 23%
21% 20%
leaders and criticise a lack of clear guidance. 10%
18% 18%
“ South Korea’s response to Covid-19

0%
stands out because it flattened the

UK — Countries that have handled Covid-19 the best
epidemic curve quickly without 50%
closing businesses, issuing stay-at- 40%
home orders, or implementing many 30%
of the stricter measures adopted

28%
20%
20% 20%
by other high-income countries.”

17%
15%
10%
0%
“After the initial outbreak they

[China] have managed to control

the situation.”

New for 2020 On the Inside Looking Out
My country as a brand: For the most part, people were either very positive
or very negative — there was very little in-between.
“Confident”, “influential”, The following countries feel that the rest
“economically progressive”, of the world perceives them very positively

as a country brand: Japan, China, Australia,
“politically stable”, and Canada, Germany, India, Thailand, and UAE.
The next set of countries feel that the rest
“respected” are just some of the world has mixed feelings about them
of the words and phrases as a country brand: US, UK, Brazil, France,
Mexico, Russia, South Africa, and Turkey.
used by respondents when But Argentina feels that the rest of the world
is negative about them as a country brand.
asked what a country
needs to be seen as to “Once good quality but slipping
be viewed successfully over the last few years.”
as a country brand. UK as perceived by a British citizen
In terms of perceptions of a lack of success, “Other countries will feel that this
we heard various descriptions including
“untrustworthy”, “unreliable”, “outdated”,
brand is developing very rapidly and
“unsafe”, and “politically unstable”. its influence is greatly enhanced.”
China as perceived by a Chinese citizen
“Right now, if America were a brand,
I think countries would boycott us “People see Brazil as a cheerful,
due to unrest and poor leadership.” festive and very receptive country.”
America as perceived by an American Brazil as perceived by a Brazilian

New for 2020 Where They Would Most Like to Live
In the days of Covid-19, Where would you most like to live?
and in a world where you

might expect people to be
Australia 69% 10% 15% 5% 1%
Japan 52% 21% 15% 12% 0%
thinking that a change is as Thailand 74% 12% 11% 2% 1%
good as a rest, we found that China 81% 5% 7% 7% 0%
a significant proportion of India 72% 18% 4% 6% 0%
citizens the world over are

UAE 65% 13% 19% 3% 0%
South Africa 42% 13% 39% 6% 0%
content with their current Turkey 44% 11% 39% 5% 0%
living arrangements. Yes, Russia 44% 11% 41% 4% 1%
there are those who are France 47% 28% 12% 12% 1%
contemplating a move to
Germany 56% 20% 17% 3% 4%
UK 50% 28% 15% 7% 0%
the countryside but they are Mexico 43% 7% 38% 12% 1%
very much in the minority. Argentina 26% 10% 51% 12% 2%
Brazil 32% 7% 55% 6% 1%

Furthermore, in the majority of cases, the
Canada 65% 18% 8% 7% 2%
ambition to relocate to another country is
far outweighed by a desire to stay put. USA 58% 13% 19% 9% 2%
In the countryside
In another country
In another city
Other
Where I live
at the moment
New for 2020 Where They Would Most Like to Live
US — Where would you most like to live? UK — Where would you most like to live?
80% 80%
70% 70%
62%
62%
58%
58%
60% 60%
53%
48%
47%
50% 50%
42%
36%
40% 40%
33%
28%
28%
30% 30%
21%
21%
19%
18%
17%
20% 20%
16%
15%
14%
14%
12%
11%
11%
11%
8%
10% 10%
7%
7%
6%
5%
3%
3%
3%
2%
1%
0%
0%
0%
0%
0%
0% 0%
Where I live In the In another In another city Other Where I live In the In another In another city Other
at the moment countryside country at the moment countryside country
21-30 31-40 41-50 51-65 21-30 31-40 41-50 51-65
Canada — Where would you most like to live? Japan — Where would you most like to live?
80%
80%
74%
70%
70%
70%
70%
58%
60%
60%
52%
52%
50%
50%
47%
50%
40%
40%
30%
29%
27%
30%
25%
30%
20%
19%
20%
17%
17%
17%
16%
20%
15%
15%
13%
13%
9%
9%
10%
8%
10%
7%
7%
4%
4%
3%
3%
3%
0%
0%
0%
0%
0%
0%
0%
0%
0% 0%
Where I live In the In another In another city Other Where I live In the In another In another city Other
at the moment countryside country at the moment countryside country
21-30 31-40 41-50 51-65 21-30 31-40 41-50 51-65

06
Country by Country
Country by Country Overview
“I think it 2 1
3 1
4 2
[Japan] Switzerland (Europe) Norway (Europe) Germany (Europe)
looks like
it has a More More More
high brand 5 3
6 1
7 2
power.” Canada (N. America) Denmark (Europe) Finland (Europe)
Respondent on Japan
More More More
8 4
9 7
10 1
1
Sweden (Europe) UAE (Middle East) New Zealand (Asia Pacific)
Japan (Asia Pacific)
More More More More

#1 Japan Overview
While perceptions of all the It may have struggled after the Fukushima
nuclear disaster in 2011 but, since 2013, annual
top ten countries in our arrivals have soared, outstripping its rivals.
Index contracted somewhat “A very respectful and welcoming

as the pandemic took hold, culture. Forward-thinking,
Japan held onto the number technologically advanced and
unique. Understands its place in
one spot for the third time.
the world. Understands what its
It also came in eighth for ‘country that has best people need, and in turn the people
handled Covid-19’. Nearly a quarter of citizens felt
are willing to abide by rules for a
1 that Japan had handled the virus extremely well
but it must be noted that there is now a perceived harmonious environment.”
lack of leadership and many are concerned
about how all this will affect the economy. Far East, Female
However, when we asked the Japanese how they Japan has been consistent and steady over the
felt the world viewed it as a brand, they were years and despite being weak on a value system,
overwhelmingly positive. Phrases used included its strongest attribute is clearly advanced
“culturally fascinating”, “state of the art”, “high technology. The Japanese incorporate technology
tech” and “successful”. Only a small amount had into their everyday lives. Whether it’s automatic
negative things to say (“outdated”, “conservative”, doors that shift according to your body shape or
“inflexible”). This is borne out by the fact that — vending machines containing shoes and clothes,
according to the United Nations World Tourism the Japanese believe that innovation will resolve
Organisation — over the past decade Japan was future issues, and they have taken this to heart.
the fastest growing major destination.
And consider the globally known — and respected
— Japanese brands, from Toyota, Honda and
Nissan, to Sony. The phrase ‘Made in Japan’
shrugged off its negative connotations years ago.

#1 Japan Summary of Perceptions
How does Japan perform by dimension? What are the key associations with Japan?
1
Made In Experience 22: Buy Products
1: Value
For Money 2: Range of
TO
UR
ISM
IN
100% M 100%
90%
80%
80%
20: High–Quality 4: Would Like to
70% Products 70% Visit for a Holiday
60%
60%
Value System Tourism
19: Authentic 50%
50%
Products 5: Food
40%
40%
30%
30%
6: Historical
18: Tolerance
20%
20% Points of Int.
& CULTURE
HERITAGE
10%
SYSTEM
10%
VALUE
17: Environmental 7: Heritage,
Friendliness Art & Culture
16: Political
8: Natural Beauty
Business Heritage Freedom
Potential & Culture


BU
SIN
SP 12: Would Like
Quality of Life Business & Security
Purpose OT
EN
TIA
to Live in LIF
E
2020 L Y OF 2020
A LIT
2019 QU 2019
2014 2014
Top-of-mind associations Brand & product associations Tourism Heritage & Culture Quality of Life
1 Value for Money 6 Historical Points of Interest 9 Health & Education
2 Range of Attractions 7 Heritage, Arts, & Culture 10 Standard of Living
3 Resort & Lodging Options 8 Natural Beauty 11 Safety & Security
4 Would like to Visit for a Holiday 12 Would Like to Live In
5 Food
Business Potential Value System Made In

13 Good for Business 16 Political Freedom 19 Authentic Product
14 Advanced Technology 17 Environmental Friendliness 20 High-Quality Product
15 Good Infrastructure 18 Tolerance 21 Unique Products
22 Buy Products Made In

#1 Japan Summary of Perceptions
Japan current momentum What is Japan most expert at?
1 Transportation
37%
37%
54% 72%
Technology
78%
Cultural 48%
Significance 17%
Retail
17%
46%
Personal & 28%
Household Care 24%
18%
Media
41% 25%
Sustainability & Luxury 29%
Environmental 49% 31%
Friendliness
Internet 27%
41% Services 33%
Household 43%
Appliances 47%
Food & 30%
37%
Beverage 25%
Political &
Economic 38% Financial 18%
Influence Services 17%
38% 23%
Fashion
21%
21%
Energy
28%
63%
Consumer 53%
Technology & Electronics 65%
64%
Innovation 53%
Automotive
65% 59%
11%
Alcohol
6%
2020 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%
2019 2014
2014
Emotional connection Recommend to visit / Made In product perceptions

Good to do business with and purchase intent
Distant 7%
Indifferent 7% Authentic
Products
Close 14% 100%
80%
Admiration 27% 98%

60%
Passionate 45% 96%
2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 94% 40%
94%
92% 93% 93%
High-Quality
20%
Products
Products
Made In
90%
Confidence in stability & reliability
88% 89%
86%
V. Low Confidence 0%
Low Confidence 0% 84%
Some Confidence 11% 82%
High Confidence 27% 80%

Recommend it to Recommend it to Unique 2020
V. High Confidence 62% family & friends family & friends Products 2019
as a good country as a good country
2014
2020 0% 10% 20% 30% 40% 50% 60% 70% 80% to do business with to visit on holiday

#2 Switzerland Overview
Up one place to take the Much like a Swiss Army Knife has all manner
of uses and applications, Switzerland
number two slot, the possesses a variety of attractions, not
just its luxury goods. Respondents rated
land known for its cheese, it highly for its financial services, and 50%
said they would consider visiting in the next
chocolate and stunning five years. It seems that those ski chalets
and white slopes never lose their lustre.
scenery has once again
punched above its weight. “ Civilised, democratically safe,
politically neutral, clean,
Switzerland continues to
progressive, beautiful hotels,
impress across a number of outstanding nature with
2 1
key markers, despite the fact mountains and lakes,
that all of its attributes have good food, quickly accessible,
decreased slightly over time. no health risks.” Europe, Male
‘Quality of Life’ remains its strongest set, with “Absolute stability in almost all
confidence in its stability and reliability very high.
areas of the country’s life for
Meanwhile, its ‘Swiss Made’ moniker is still very
much a mark of quality. Swiss luxury goods brands
many decades. The economy is not
(dominated by watchmakers) attract all ages and prone to crises. A stable political
are in high demand, increasingly among millennials
exercising their global spending power. After all, a system thanks to a powerful
Rolex never goes out of fashion. And don’t forget financial system, the country
Richemont whose stable of companies includes
Cartier, Jaeger-LeCoultre, and Van Cleef & Arpels. has the highest international
prestige.” Asia Pacific, Female

#2 Switzerland Summary of Perceptions
How does Switzerland perform by dimension? What are the key associations with Switzerland?
2 1

1: Value
TO
UR
ISM
IN
100% M 100%
90%
80%
80%
60%
60%
19: Authentic 50%
50%
Products 5: Food
40%
40%
30%
30%
6: Historical
18: Tolerance
20%
20% Points of Int.
& CULTURE
HERITAGE
10%
SYSTEM
10%
VALUE
16: Political
8: Natural Beauty
Potential & Culture


BU
SIN
SP 12: Would Like
Purpose OT
EN
TIA
to Live in LIF
E
2020 L Y OF 2020
A LIT
2019 QU 2019
2014 2014
5 Food


#2 Switzerland Summary of Perceptions
Switzerland current momentum What is Switzerland most expert at?
2 1
Transportation
19%
22%
27% 29%
Technology
31%
Cultural 23%
Significance 16%
Retail
16%
23%
Personal & 21%
Household Care 17%
11%
Media
38% 13%
Friendliness
Internet 16%
38% Services 12%
Household 15%
Appliances 14%
Food & 33%
25%
Beverage 39%
Political &
29% 15%
Fashion
22%
17%
Energy
17%
32%
Consumer 15%
32%
Innovation 11%
Automotive
40% 9%
12%
Alcohol
12%
2020 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%
2019 2014
2014

Distant 3%

Products
Close 25% 100%
80%
Admiration 34% 98%

60%
Passionate 26% 96%
96%
2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 94% 40%
94%
92%
High-Quality
20%
Products
Products
Made In
92%
90%
88%
86% 87%

2014

#3 Norway Overview
Nudged out of second place the next five years). An amazing 95% would
recommend a visit to their family and friends.
by Switzerland, Norway has That’s word of mouth worth investing in.
slipped one ranking down Solidity is a common theme here (not a million
miles away from ‘resilience’) and it ticks all
to number three. However, the most-wanted boxes: politically stable,
economically progressive, socially advanced,
like Switzerland, this educated people, full of natural beauty and
scenery. Then there are the Northern Lights:
Scandinavian gem famed just like Norway, you can’t take them for
granted but you can experience the magic.
for its fjords continues
to confound its global “Norway, in addition to being a
3 1
GDP rating (it is currently beautiful and safe country, is
30th, according to the the country with the highest HDI
in the world with an excellent
World Bank) and maintain
life expectancy. It has beautiful
its brand strength. tourist spots and is anyone’s
How does a nation of fewer than 5.5 million travel dream.” LATAM, Female
do this? Is it the appeal of its majestic beauty,
admiration for its economic opportunity and
“The beautiful scenery and historic
equality, or respect for its successful industries,
among them environmentally sustainable locations to visit. The people are
commercial salmon fishing and petroleum
exports? Most likely, it’s all of the above.
very forward thinking and there
An examination of its data shows that (again, like is a good balance in government.
Switzerland) 'Quality of Life' is its top performing Although expensive you still get good
measure. While, according to our survey, people
don’t want to live there, they definitely want value for money spent.” US, Female
to visit (two thirds would consider visiting in

#3 Norway Summary of Perceptions
How does Norway perform by dimension? What are the key associations with Norway?
3 1

1: Value
TO
UR
ISM
IN
100% M 100%
90%
80%
80%
60%
60%
19: Authentic 50%
50%
Products 5: Food
40%
40%
30%
30%
6: Historical
18: Tolerance
20%
20% Points of Int.
& CULTURE
HERITAGE
10%
SYSTEM
10%
VALUE
16: Political
8: Natural Beauty
Potential & Culture


BU
SIN
SP 12: Would Like
Purpose OT
EN
TIA
to Live in LIF
E
2020 L Y OF 2020
A LIT
2019 QU 2019
2014 2014
5 Food


#3 Norway Summary of Perceptions
Norway current momentum What is Norway most expert at?
3 1
Transportation
19%
24%
33% 28%
Technology
33%
Cultural 34%
Significance 19%
Retail
16%
29%
Personal & 20%
Household Care 23%
15%
Media
46% 15%
Friendliness
Internet 18%
44% Services 16%
Household 16%
Appliances 16%
Food & 34%
28%
Beverage 35%
Political &
30% 16%
Fashion
19%
38%
Energy
38%
32%
Consumer 13%
44%
Innovation 15%
Automotive
34% 15%
16%
Alcohol
16%
2020 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%
2019 2014
2014

Distant 4%

Products
Close 15% 100%
80%
Admiration 43% 98%

60%
Passionate 26% 96%
96%
2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 94% 40%
95%
92%
High-Quality
20%
Products
Products
Made In
90%
88%
88%
86%
Low Confidence 1% 84% 85%

2014

Country by Country #4 to #10 The Best of the Rest
They may not have reached We’ll get to the UAE (number nine) and the story
of the Middle East shortly. In the meantime,
the coveted top three, but let’s consider Germany, Canada, Denmark,
Finland, Sweden, and New Zealand.
in the very worthy spots of That last one isn’t hard to fathom. Jacinda Ardern’s
four to ten are respectively: government has received plaudits at home and
abroad for its successful tackling of the pandemic
Germany, Canada, Denmark, (as Ardern said recently, “while there was no
playbook for Covid-19, we went hard and early”).
Finland, Sweden, UAE, She was also praised for her handling of last year’s
shooting by a white supremacist at two mosques.
and New Zealand.
“New Zealand has been a champion
Although there wasn’t a great deal of movement
in the higher echelons of the Country Index in the fight of Covid-19. Their
this year, it’s still important to shine a spotlight
on the remaining countries that made it into
government has opened the eyes
the top ten. In a year of climate crises and of the rest of the world that New
a devastating worldwide virus, managing to
maintain status is worth writing home about. Zealand is a player.”
North America, Female
Furthermore, New Zealand’s natural beauty

is renowned the world over (and, in 2020,
remains its strongest association). It was no
accident that filmmaker Peter Jackson chose
the country to represent Middle-earth in his
Lord of the Rings trilogy. Even conservative
estimates suggest that this decision has brought
millions of extra tourists to the island.

Country by Country #4 to #10 The Best of the Rest
Back in Europe, Germany gained ground in 2020, In Canada, up three places year-on-year to
climbing by two places to four. It remains best number five, it looks like Prime Minister Justin
known for its business potential and is regarded Trudeau has put his adverse press behind him.
as a strong, confident and powerful country with The country famous for its breathtaking Rockies
strong leadership and a solid economy. In these may have decreased in business potential this
challenging times, Chancellor Angela Merkel and year but, all told and since 2014, its scores have
her government have battled with increasing been very consistent. Respondents admired
nationalism and a ravaging virus but confidence a well-governed country that is politically and
in the nation continues to be very high. economically stable, also citing its open-mindedness
to immigrants and strong environmental attitude.
“[Germany is a] European economic
leader and with France the only “ Canada is a beautiful country, with
other country of the old continents a lot of business opportunities,
to be able to counter the economic good government, great
policy of the US.” Europe, Female infrastructure. I’ve lived there for
one year, and my biggest dream is
Over in Scandinavia, Denmark (six), Finland (seven,
and often referred to as Scandinavian while,
to definitely return.” LATAM, Male
geographically speaking, it isn’t), and Sweden (eight),
the Scandi-noir nations are still scoring highly.
“ I lived in this country [Denmark]:

it is really safe, environmentally
friendly, clean, and technologies are
developing there. A country with a
pleasant climate, developed and rich
in culture. No political strife and
economic downturns.” Europe, Female

#4 Germany Summary of Perceptions
How does Germany perform by dimension? What are the key associations with Germany?

1: Value
TO
UR
ISM
IN
100% M 100%
4
90%
2
80%
80%
60%
60%
19: Authentic 50%
50%
Products 5: Food
40%
40%
30%
30%
6: Historical
18: Tolerance
20%
20% Points of Int.
& CULTURE
HERITAGE
10%
SYSTEM
10%
VALUE
16: Political
8: Natural Beauty
Potential & Culture


BU
SIN
SP 12: Would Like
Purpose OT
EN
TIA
to Live in LIF
E
2020 L Y OF 2020
A LIT
2019 QU 2019
2014 2014
5 Food


#4 Germany Summary of Perceptions
Germany current momentum What is Germany most expert at?
37%
Transportation
40%
30% 49%
Technology
58%
Cultural 31%
Significance 10%
Retail
13%
37%
Personal & 16%
Household Care
4
15%
2
12%
Media
44% 20%
Friendliness
Internet 13%
45% Services 15%
Household 30%
Appliances 38%
Food & 23%
40%
Beverage 27%
Political &
44% 13%
Fashion
11%
30%
Energy
31%
48%
Consumer 27%
52%
Innovation 64%
Automotive
58% 77%
24%
Alcohol
27%
2020 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%
2019 2014
2014

Distant 3%

Products
Close 21% 100%
80%
Admiration 36% 98%

60%
Passionate 27% 96%
2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 94% 40%
95% 95%
92% 93%
High-Quality
20%
Products
Products
Made In
90% 91%
88%
86%

2014

#5 Canada Summary of Perceptions
How does Canada perform by dimension? What are the key associations with Canada?

1: Value
TO
UR
ISM
IN
100% M 100%
5
90%
3
80%
80%
60%
60%
19: Authentic 50%
50%
Products 5: Food
40%
40%
30%
30%
6: Historical
18: Tolerance
20%
20% Points of Int.
& CULTURE
HERITAGE
10%
SYSTEM
10%
VALUE
16: Political
8: Natural Beauty
Potential & Culture


BU
SIN
SP 12: Would Like
Purpose OT
EN
TIA
to Live in LIF
E
2020 L Y OF 2020
A LIT
2019 QU 2019
2014 2014
5 Food


#5 Canada Summary of Perceptions
Canada current momentum What is Canada most expert at?
23%
Transportation
33%
26% 30%
Technology
44%
Cultural 30%
Significance 20%
Retail
28%
24%
Personal & 22%
Household Care
5
23%
3
23%
Media
37% 27%
Friendliness
Internet 22%
38% Services 25%
Household 13%
Appliances 18%
Food & 29%
30%
Beverage 28%
Political &
33% 13%
Fashion
11%
31%
Energy
40%
33%
Consumer 15%
35%
Innovation 13%
Automotive
38% 15%
15%
Alcohol
13%
2020 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%
2019 2014
2014

Distant 3%
Products
Close 21% 100%
80%
Admiration 36% 98%

60%
Passionate 31% 96%
2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 94% 40%
95%
94%
92% 93%
High-Quality
20%
Products
Products
Made In
90% 91%
88%
86%

2014

#6 Denmark Summary of Perceptions
How does Denmark perform by dimension? What are the key associations with Denmark?

1: Value
TO
UR
ISM
IN
100% M 100%
6
90%
1
80%
80%
60%
60%
19: Authentic 50%
50%
Products 5: Food
40%
40%
30%
30%
6: Historical
18: Tolerance
20%
20% Points of Int.
& CULTURE
HERITAGE
10%
SYSTEM
10%
VALUE
16: Political
8: Natural Beauty
Potential & Culture


BU
SIN
SP 12: Would Like
Purpose OT
EN
TIA
to Live in LIF
E
2020 L Y OF 2020
A LIT
2019 QU 2019
2014 2014
5 Food


#6 Denmark Summary of Perceptions
Denmark current momentum What is Denmark most expert at?
21%
Transportation
24%
27% 31%
Technology
30%
Cultural 27%
Significance 22%
Retail
22%
25%
Personal & 23%
Household Care
6
18%
1
17%
Media
40% 16%
Friendliness
Internet 18%
39% Services 17%
Household 17%
Appliances 16%
Food & 33%
26%
Beverage 40%
Political &
24% 18%
Fashion
17%
30%
Energy
23%
33%
Consumer 23%
34%
Innovation 14%
Automotive
26% 15%
14%
Alcohol
21%
2020 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%
2019 2014
2014

Distant 3%
Products
Close 29% 100%
80%
Admiration 39% 98%

60%
Passionate 21% 96%
2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 94% 40%
92%
High-Quality
20%
Products
Products
Made In
92%
90% 91%
Confidence in stability & reliability 90%
88%
86%
Some Confidence 10% 82% 83%

2014

#7 Finland Summary of Perceptions
How does Finland perform by dimension? What are the key associations with Finland?

1: Value
TO
UR
ISM
IN
100% M 100%
7
90%
2
80%
80%
60%
60%
19: Authentic 50%
50%
Products 5: Food
40%
40%
30%
30%
6: Historical
18: Tolerance
20%
20% Points of Int.
& CULTURE
HERITAGE
10%
SYSTEM
10%
VALUE
16: Political
8: Natural Beauty
Potential & Culture


BU
SIN
SP 12: Would Like
Purpose OT
EN
TIA
to Live in LIF
E
2020 L Y OF 2020
A LIT
2019 QU 2019
2014 2014
5 Food


#7 Finland Summary of Perceptions
Finland current momentum What is Finland most expert at?
17%
Transportation
22%
22% 37%
Technology
40%
Cultural 29%
Significance 17%
Retail
22%
24%
Personal & 20%
Household Care
7
22%
2
13%
Media
46% 13%
Friendliness
Internet 20%
33% Services 22%
Household 17%
Appliances 23%
Food & 32%
20%
Beverage 34%
Political &
27% 15%
Fashion
18%
24%
Energy
24%
32%
Consumer 21%
38%
Innovation 12%
Automotive
30% 13%
20%
Alcohol
21%
2020 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%
2019 2014
2014

Distant 6%
Products
Close 24% 100%
80%
Admiration 38% 98%

60%
Passionate 24% 96%
2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 94% 40%
92% 93%
High-Quality
20%
Products
Products
Made In
92%
90%
88%
86%
86% 86%

2014

#8 Sweden Summary of Perceptions
How does Sweden perform by dimension? What are the key associations with Sweden?

1: Value
TO
UR
ISM
IN
100% M 100%
8
90%
4
80%
80%
60%
60%
19: Authentic 50%
50%
Products 5: Food
40%
40%
30%
30%
6: Historical
18: Tolerance
20%
20% Points of Int.
& CULTURE
HERITAGE
10%
SYSTEM
10%
VALUE
16: Political
8: Natural Beauty
Potential & Culture


BU
SIN
SP 12: Would Like
Purpose OT
EN
TIA
to Live in LIF
E
2020 L Y OF 2020
A LIT
2019 QU 2019
2014 2014
5 Food


#8 Sweden Summary of Perceptions
Sweden current momentum What is Sweden most expert at?
27%
Transportation
25%
28% 35%
Technology
40%
Cultural 29%
Significance 22%
Retail
16%
28%
Personal & 27%
Household Care
8
21%
4
17%
Media
42% 20%
Friendliness
Internet 21%
43% Services 18%
Household 24%
Appliances 24%
Food & 27%
24%
Beverage 32%
Political &
27% 25%
Fashion
20%
25%
Energy
24%
33%
Consumer 24%
41%
Innovation 24%
Automotive
41% 36%
15%
Alcohol
15%
2020 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%
2019 2014
2014

Distant 5%

Products
Close 19% 100%
80%
Admiration 37% 98%

60%
Passionate 28% 96%
2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 94% 40%
92%
High-Quality
20%
Products
Products
Made In
92%
90%
Confidence in stability & reliability 90%
88%
86%
86%

2014

#9 United Arab Emirates Summary of Perceptions
How does UAE perform by dimension? What are the key associations with UAE?

1: Value
TO
UR
ISM
IN
100% M 100%
9
90%
7
80%
80%
60%
60%
19: Authentic 50%
50%
Products 5: Food
40%
40%
30%
30%
6: Historical
18: Tolerance
20%
20% Points of Int.
& CULTURE
HERITAGE
10%
SYSTEM
10%
VALUE
16: Political
8: Natural Beauty
Potential & Culture


BU
SIN
SP 12: Would Like
Purpose OT
EN
TIA
to Live in LIF
E
2020 L Y OF 2020
A LIT
2019 QU 2019
2014 2014
5 Food


#9 United Arab Emirates Summary of Perceptions
UAE current momentum What is UAE most expert at?
27%
Transportation
26%
37% 38%
Technology
41%
Cultural 33%
Significance 25%
Retail
26%
31%
Personal & 19%
Household Care
9
17%
7
12%
Media
39% 20%
Friendliness
Internet 21%
31% Services 20%
Household 20%
Appliances 20%
Food & 22%
40%
Beverage 28%
Political &
34% 24%
Fashion
26%
36%
Energy
42%
51%
Consumer 23%
52%
Innovation 18%
Automotive
52% 22%
10%
Alcohol
8%
2020 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%
2019 2014
2014

Distant 8%

Products
Close 21% 100%
80%
Admiration 23% 98%

60%
Passionate 28% 96%
2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 94% 40%
92%
High-Quality
20%
Products
Products
Made In
90%
88% 89%
86% 87%
86%

2014

#10 New Zealand Summary of Perceptions
How does New Zealand perform by dimension? What are the key associations with New Zealand?

1: Value
TO
UR
ISM
IN
100% M 100%
10
90%
1
80%
80%
60%
60%
19: Authentic 50%
50%
Products 5: Food
40%
40%
30%
30%
6: Historical
18: Tolerance
20%
20% Points of Int.
& CULTURE
HERITAGE
10%
SYSTEM
10%
VALUE
16: Political
8: Natural Beauty
Potential & Culture


BU
SIN
SP 12: Would Like
Purpose OT
EN
TIA
to Live in LIF
E
2020 L Y OF 2020
A LIT
2019 QU 2019
2014 2014
5 Food


#10 New Zealand Summary of Perceptions
New Zealand current momentum What is New Zealand most expert at?
16%
Transportation
20%
26% 21%
Technology
19%
Cultural 22%
Significance 22%
Retail
20%
26%
Personal & 21%
Household Care
10
14%
1
15%
Media
37% 18%
Friendliness
Internet 12%
44% Services 12%
Household 11%
Appliances 10%
Food & 45%
25%
Beverage 53%
Political &
20% 18%
Fashion
17%
23%
Energy
22%
26%
Consumer 12%
19%
Innovation 10%
Automotive
25% 8%
17%
Alcohol
17%
2020 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80%
2019 2014
2014

Distant 6%
Products
Close 16% 100%
80%
Admiration 39% 98%

60%
Passionate 30% 96%
2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 94% 40%
95%
94%
92%
High-Quality
20%
Products
Products
Made In
90%
88%
86%
Low Confidence 2% 84% 85% 85%

2014

07
Other Top Stories

Other Top Stories The US, the UK, and China
With a US election Given all this, we might have expected

to see America, Britain and — thanks
looming, post-Brexit to continued uncertainty around trade
trade deals hogging

— China all slump in this year’s Country
Index ratings. In fact, both the US and
the headlines, and the UK fell by just one ranking (down
to 13 and 20 respectively), while China
China’s economy was down by only four places to 33.
growing as others “The US continues to be the largest

struggle during the economy and continues to offer
the most options out of all the
pandemic, the phrase countries listed. Doing business
‘a week is a long and vacationing is still higher
time in politics’ has than the rest even though political
unrest is present.” Canadian, Male
never rung truer.
“[The UK is a] peaceful country, no
discrimination, very good purch-
asing power, you can feel that
you belong there.” ME/Africa, Male
“Technologically [China] is very adva-

nced, and it is a very layered country,
and it is also beautiful.” LATAM, Male

Let’s take the US first. Polarised politics, US — Emotional connection

social division, questions surrounding
its handling of Covid-19 and one of the
Distant 9%
Indifferent 14%
most highly anticipated elections in Close 18%
Admiration 24%
years have combined to make America Passionate 35%
somewhat of an unknown quality. 2020 0% 10% 20% 30% 40% 50% 60% 70% 80%
While US citizens feel that the rest of the world

has mixed feelings about them as a country brand US — Confidence in stability & reliability
(as do UK residents about their nation), many of
our respondents used patriotic language such V. Low Confidence 6%
as “I love America” while extolling the virtues of Low Confidence 9%
Some Confidence 20%

the country’s safety, climate and opportunities. High Confidence 30%
And nearly one third of Americans view their country V. High Confidence 35%
2020 0% 10% 20% 30% 40% 50% 60% 70% 80%

as having dealt with the pandemic "reasonably well".
One in five believe that the US has managed Covid-19
"very well". When we asked other nationalities which
country they felt had handled the pandemic the US — Have visited or would consider visiting
best so far, the US came in at number seven. 80%
Our sample shows that Americans are split on all

70%
68%
manner of issues. They are either very positive

60%
or very negative, there is no middle ground. But, 50% 54%
looking at the bigger picture, the US recorded 40%
38%
business potential as its strongest association, 30%
as it was in 2019. Made in, tourism, heritage and 20%
culture have also remained consistent year- 10%
on-year although quality of life took a hit, as 0%
Visited in last 5 Visited in last 5 Would consider visiting

did value system, particularly since 2014. years for Leisure years for Business in next 5 years
Despite national and global events, confidence

in America has remained high. Is the US a
Teflon brand? Time will tell but, judging by
our results, the future looks bright.

As for the UK, its results were very UK — Top-of-mind associations

similar to those recorded in 2019.
London Wealth Environment Tradition Serenity Palace
Like the rest of the world, it has been dealing with Countryside Pleasure Kingdom Advanced Stability Superb Inspiring Financial
Covid-19, but with the added complication of Brexit, Exciting Architecture Dynamism
an issue that has split the country down the middle Happiness Castles Technology Tourism Queen Developed
Dream Innovative Fish and Chips Kind Friendly Family Cosmopolitan Modern
and shows no sign of resolving itself any time soon. Relax Unique English
Royal Family British
Economy
Pub
In terms of the pandemic, UK citizens are once Elegance
Brexit
Tea
Royalty Language
History
again divided with, at opposite ends of the Premier League
Education
scale, 15% of the belief that the country has
Beautiful Freedom
dealt with it extremely well and 17% of the Heritage Secured Diversity
opinion that it has been handled very badly. Politically Strong Rain Football Global Theatre Stylish Safe Wales
Culture
The UK’s brands continue to be well-respected on
the world stage, among them Range Rover, the
Premier League football teams, and tourism associated
with areas of outstanding natural beauty, among
them the Lake District, and the Scottish Highlands.
Moving on to China, it is also noted China — Top-of-mind associations

for its consistency in the various
waves of the Country Index.
History Innovative Lively Grow Intelligent Education
TechnologyBusiness
Not surprisingly, advanced technology is its Karate Advanced Technology Cell Phone Smartphone Appreciation
Sophisticated Diligent
strongest attribute and has gathered in strength
Travel Progress
over the years. Like perceptions of Japan,
"Made in China" has long ceased to be an insult.
After all, this is a country which counts Huawei, Pleasure New Superpower Sight Seeing Culture Coronavirus Epic Country
Import No Comments Traditions Populated Food Price Ecology International
Ant Financial, and Alibaba among its brands. Dusty Population Wall New Landscapes Wealthy Infrastructure
Regarding the pandemic, none of our Chinese

sample had anything negative to say about
how the country has dealt with Covid-19.

Other Top Stories Moving On Up: The Middle East Story
United Arab Emirates (UAE), “ UAE is progressing forward very fast in

Qatar, Oman and Saudi technology, transportation, business
etc. It is a tourist attractive place
Arabia have all improved
and people from all over the world
their overall rankings since work in the UAE. The people are
2019 (they now sit at number friendly and welcoming.” Far East, Male
9, 18, 25, and 28 respectively).
Country Index overall ranking position 2020/2019/2014
But UAE has the stand-out story. A new entrant
to the top ten (it has risen by seven places), its Country 2020 2019 2014
weakness on value systems hasn’t held it back.

Let’s take a closer look at what’s happening in the United Arab
Emirates 9 16 19
region. It helps to cast our minds back to the 2014

Country Index where our respondents identified Qatar 18 26 24
that, among other nations, the UAE and Qatar were
countries most likely to be moving forwards in years
Israel 22 22 26
to come. At the time, those we surveyed reported
strong perceptions around business potential and
momentum in innovation as well as energy and Oman 25 31 34
technology — all of which correlate to country

brand strength. And so this has come to pass. Kuwait 27 28
Saudi Arabia 28 30 39
Turkey 51 40 53
Iran 69 72 71
Iraq 75 75

Other Top Stories Moving On Up: The Middle East Story
The UAE in particular is one of the Middle UAE — Emotional connection

East’s most important economic centres.
Distant 8%
Although traditionally conservative, it is Indifferent 19%
nevertheless one of the most liberal Gulf nations Close 21%
Admiration 23%
and, this year, became the first Gulf State to forge Passionate 28%
diplomatic relations with Israel. Now regarded as 2020 0% 10% 20% 30% 40% 50% 60% 70% 80%
a regional powerhouse, this small but ambitious

nation is most definitely one to watch.
UAE — Confidence in stability & reliability
“ There is less crime [in Qatar], V. Low Confidence 3%
technology is very good, airways

Low Confidence 7%
are the best, best in the world

High Confidence 28%
V. High Confidence 48%
financially for business and 2020 0% 10% 20% 30% 40% 50% 60% 70% 80%
leisure. Very luxurious and

accommodating.” ME/Africa, Male UAE — Have visited or would consider visiting
80%
70%
Like UAE, Qatar is known for its 60%
successful airline industry not to mention 50%

56%
49%
its petroleum and natural gas reserves. 40%
30%
32%
While the aviation sector has been hit hard by
20%
Covid-19, and Qatar’s economy shrunk in the

10%
second quarter, the country’s preparations for

hosting the 2022 World Cup have progressed.
0%

years for Leisure years for Business in next 5 years
Following worldwide bad press over its treatment
of migrant workers, it announced changes to its
labour laws in August, the latest in a serious of
employment reforms. Another one to watch.

Other Top Stories On the Rise: The Africa Story
In keeping with our Country Index overall ranking position 2020/2019/2014
key theme of resilience, Country 2020 2019 2014
the research shows Angola 32 69
that all African Algeria 34 60
countries increased Ghana 36 70
their rankings in Ethiopia 44 52
2020 — and some by 45 51 40
considerable margins.
South Africa
Kenya 46 63 65
Egypt 54 55 54
Nigeria 61 68 75
Morocco 64 66 57

Among the unlikely heroes are Angola “Historically [Angola] is a

(soaring to 32 from a previous position
of 69), Algeria (up from 60 to slot rich country. [It's people]
34) and Ghana, a new entrant year- continue to overcome their
on-year, landing at number 36.
challenges, and [Angola's]
So, what is going on? If we scrutinise Angola,
all attributes have witnessed significant score political organisation
increases since our last report in 2019 (and,
across the Country Index as a whole), Angola was with honor, despite all the
our number one riser over 12 months — no small
feat given its competition). In the country itself,
suffering they have already
there are some fascinating stories, not least
its government’s efforts to implement a series
experienced. The language
of policies to stabilise, reform and broaden the also catches my attention.
country’s economy. One of the hopes is that
these changes will stimulate an expansion of It responded well to the
Angola’s export market. Angola is Africa’s second
biggest oil exporter, so the stakes are high. investments already made
by foreign capital, which
indicates that it will attract
more. Automatically making
it more global.” LATAM, Male

Algeria, the second highest riser since Algeria — Emotional connection

2019, has recorded higher attribute
scores across all measures since 2019.
Distant 10%
Indifferent 15%
Close 23%
Respondents cited it as a country known for its Admiration 31%
tourism industry, vibrant streets and stunning Passionate 21%
landscapes, and described it as a place seen to be 2020 0% 10% 20% 30% 40% 50% 60% 70% 80%
progressing and full of character. But this could

be subject to change. Recent reports talk of
fading hopes for a new political course in Algeria Algeria — Confidence in stability & reliability
and news stories suggest that the country is
expelling thousands of migrants and refugees. V. Low Confidence 7%
Low Confidence 8%
High Confidence 29%
“ Kenya is a beacon of hope in V. High Confidence 32%
our continent and is making

2020 0% 10% 20% 30% 40% 50% 60% 70% 80%
great strides into the future

Algeria — Have visited or would consider visiting
for its people and the rest of
the continent.” ME/Africa, Male
80%
70%
60%
55%
Meanwhile, Kenya, is one of our survey-

50%
40%
wide top risers, up 17 places to 46. 30%
28%
It is seen to be a country that is growing and 20% 24%
progressing and, as it has been for many 10%
years, is associated with safaris, landscape, 0%
culture, beaches, and world heritage sites. years for Leisure years for Business in next 5 years

Other Top Stories Slipping Down: The LATAM Story
It’s not been a good time Country Index overall ranking position 2020/2019/2014
for LATAM. According to our Country 2020 2019 2014
research, between 2014 and Puerto Rico 37 62 33
2020, four of the top five

fallers were all in this region
Guatemala 47 57
— Chile, Argentina, Mexico Panama 48 46 41
and Peru. Year-on-year, Brazil 57 47 43
both Peru and Argentina

58 48
were still top fallers.
Cuba
Ecuador 59 53
Only Puerto Rico, Guatemala and the Dominican
Republic have improved (they all do well on Argentina 60 36 42
perceptions of natural beauty, tourism, and
heritage and culture) whereas the fallers
share a variety of characteristics, not least Peru 65 37 49
being seen as poor value for money.

Dominican
Republic 68 70
Colombia 70 54 63
Mexico 72 64 55
Chile 73 43 46

Other Top Stories Slipping Down: The LATAM Story
“Argentina is one of the most Chile — What are the key associations?
beautiful places I have ever
seen. It has a very beautiful MADE IN
1: Value
For Money
TOURISM
22: Buy Products 2: Range of
nature. They have advanced in 21: Unique

Made In
100%
Attractions
3: Resort &
technology. They have developed

80%
20: High–Quality
their culture.” ME/Africa, Male

4: Would Like to
Products 70% Visit for a Holiday
60%
19: Authentic 50%

It could be argued that Covid-19 has exposed many Products
5: Food
40%
of Latin America’s biggest problems, from patchy 30%
access to healthcare, inequality, and a lack of trust 18: Tolerance 20%

6: Historical
Points
in central government. Prior to the pandemic, 10%
of Interest
VALUE HERITAGE &
the region was already struggling in various areas SYSTEM CULTURE
17:
including street protests and widespread violence. Environmental 7: Heritage,
Art & Culture
Friendliness
Now it has the unwanted accolade of being home to
six of the world’s ten deadliest Covid-19 outbreaks,
16: Political 8: Natural Beauty
among them Chile, Brazil, Mexico and Peru. It seems Freedom
likely that the pandemic will reverse any progress

made in recent years on poverty and injustice. 15: Good 9: Health &
And who knows what the future holds for LATAM
leaders. Take Brazil’s Jair Bolsonaro, for example. 14: Advanced
Technology
10: Standard
of Living
He may be popular now thanks to emergency aid 13: Good for
12: Would Like
11:Safety
Business & Security
payments but foreign investment has flooded out of BUSINESS POTENTIAL
to Live in
QUALITY OF LIFE 2020
the country and unemployment is at record levels. 2019
2014
Tourism Heritage & Culture Quality of Life

“ I love the people, culture, and 1 Value for Money 6 Historical Points of Interest 9 Health & Education
beauty [of Brazil].” US, Female 3 Resort & Lodging Options 8 Natural Beauty 11 Safety & Security
5 Food


08
Asia Pacific
Europe
Middle East
Africa
Regions LATAM
North America

Regions Asia Pacific
Across the different Country 2020 2019 2014
regions of the world, South Korea 16 20 20
it’s a mixed bag. Singapore 17 18 14
As we discussed Malaysia 30 45 48
earlier in the Index, China 33 29 28
many countries Myanmar 38 49
(and regions) 39 39 38
have confounded
Thailand
expectations. The
Hong Kong 40 24
following graphics
Sri Lanka 43 58 60
show the full picture. Kazakhstan 49 59
Bangladesh 50 71 72
Country Index overall ranking position 2020/2019/2014 Indonesia 52 56 66
Country 2020 2019 2014 Philippines 63 67
Japan 1 1 1 Vietnam 66 61 64
New Zealand 10 11 11 India 67 41 50
Australia 11 15 8 Pakistan 74 73 73

Regions Europe
Country Index overall ranking position 2020/2019/2014 Country 2020 2019 2014
Country 2020 2019 2014 Spain 23 23 23
Switzerland 2 3 2 Portugal 24 25 27
Norway 3 2 6 Ireland 26 33 21
Germany 4 6 3 Belgium 29 21 22
Denmark 6 7 9 Russia 31 27 31
Finland 7 5 13 Greece 35 34 30
Sweden 8 4 4 Czech
Republic 41 32 29
Austria 12 9 10 Slovakia 42 35 59
France 14 17 17 Bulgaria 53 67
Italy 15 14 18 Poland 55 44 45
Luxembourg 19 10 Hungary 56 38 56
United Kingdom 20 19 12 Romania 62 42 62
Netherlands 21 13 16 Ukraine 71 74 74

Middle East Africa
Country Index overall ranking position 2020/2019/2014 Country Index overall ranking position 2020/2019/2014
Country 2020 2019 2014 Country 2020 2019 2014
United Arab
Emirates 9 16 19 Angola 32 69
Qatar 18 26 24 Algeria 34 60
Israel 22 22 26 Ghana 36 70
Oman 25 31 34 Ethiopia 44 52
Kuwait 27 28 South Africa 45 51 40
Saudi Arabia 28 30 39 Kenya 46 63 65
Turkey 51 40 53 Egypt 54 55 54
Iran 69 72 71 Nigeria 61 68 75
Iraq 75 75 Morocco 64 66 57

LATAM North America
Country Index overall ranking position 2020/2019/2014 Country Index overall ranking position 2020/2019/2014
Country 2020 2019 2014 Country 2020 2019 2014
Puerto Rico 37 62 33 Canada 5 8 5
Guatemala 47 57 US 13 12 7
Panama 48 46 41
Brazil 57 47 43
Cuba 58 48
Ecuador 59 53
Argentina 60 36 42
Peru 65 37 49
Dominican
Republic 68 70
Colombia 70 54 63
Mexico 72 64 55
Chile 73 43 46

09
Cities
Cities Overview
In previous Country Country 2020 2019 2014
Indexes, we’ve examined Paris 6 5 7
how cities provide a Moscow 7 6 5
powerful sense of place

and belonging, even if
Shanghai 8 9 9
those cities are beset by Dubai 9 11 10
crime, social inequality Berlin 10 10 8
and a high cost of living.

Hong Kong 11 8 11
Istanbul 12 17 21
Country Index most influential cities 2020/2019/2014
Country 2020 2019 2014 Singapore 13 12 12
New York 1 1 1 Perth 14
Beijing 2 3 3 Los Angeles 15 15 16
Washington 3 4 4 Rome 16 20 17
London 4 2 2 Seoul 17 16 19
Tokyo 5 7 6 Toronto 18 19 18
Oslo 19
Amsterdam 20

Cities Overview
In 2020 we must also According to our Index, New York has retained
its number one spot as the globe’s most
consider the effect of influential city despite a dramatic fall in visitor
numbers due to Covid-19 and continuing unease
Covid-19 on urban living. over political divisions in the wider US.
Press reports suggest Similarly, London, which has also witnessed a collapse
in visitor numbers against a Covid-19 backdrop
a widespread desire to and national disagreements over Brexit, is ranked
at number 4, albeit down two slots since 2019.
escape to the country Meanwhile, Beijing has climbed one place to number
with some media outlets 2, and Washington is also up one, landing at 3.
Tokyo completes the top 5. These are all major
claiming that the exodus cities which have struggled during the pandemic
has already begun. Well, in terms of outbreaks, tourism and business

sustainability. Yet they are regarded as being the
if that’s the case, we’re most influential cities over the next three years.
Resilience and the long-term picture is key.
certainly not seeing much Of course, we may see a different picture in 2021
evidence of it in our data.

if the pandemic is still gripping the world, more
people are working from home, and companies
have changed their employment practices
on a permanent basis. Only time will tell.

10
Notes and
Methodology Detail
Notes and Methodology Detail Overview
Now in its third wave This research is a globally informed

audience of frequent flyers evaluating
in its current format the image and reputation of the World
(previous waves were

Bank’s top 75 countries by GDP.
Both the 2020 and 2019 waves were
conducted in 2014 & based on the World Bank ranking
2019), the FutureBrand (2014 was not based on the World

Bank ranking). All participants in the
Country Index is a FutureBrand Country Index were
interested in travelling abroad and
global study that had travelled internationally at least
reorders the World twice in the last two years, with a

mix of business and/or leisure.
Bank’s top 75 countries We are in the middle of the Covid-19
on perception pandemic and the research also covers
attitudes towards how countries
rather than GDP. are seen to be dealing with this.
Importantly, our rankings show
that a country’s financial strength
does not necessarily translate
into perception strength.
Fieldwork took place between
September 2 and September 11, 2020.

About FutureBrand Our partner
FutureBrand is a world- QRi Consulting is FutureBrand’s global
research partner for the FutureBrand
leading brand transformation Country Index. Working in close collaboration
company. With offices across with us, QRi managed questionnaire
the world, we unite global development and provided an in-depth
analysis of the qualitative and quantitative
experts in strategy, design
data underpinning the report. This was
and innovation to futureproof informed by QRi’s extensive research, brand
businesses and countries and sector knowledge and experience as well
through brand experiences as its proprietary QualiQuant methodologies.
that drive profitable, long-

term growth.
futurebrand.com
Follow @FutureBrand
Photography Credits:
13 – © mike-von-wJ-yzQDAMXs-unsplash
For further information contact: 41 – © christopher-campbell-rDEOVtE7vOs-unsplash
45 – © gayatri-malhotra-EJWaKVPB6iI-unsplash
James Martin 55 – © prince-akachi-J1OScm_uHUQ-unsplash
Global Marketing
Any trademarks appearing within this document are trademarks
jmartin@futurebrand.com or registered trademarks of their respective owners.
FutureBrand does not claim to own any third-party trademark
For new business enquiries by region visit or images contained within this document.
futurebrand.com/contact-us Copyright © 2020 and IP FutureBrand

FutureBrand - Country Index - 2020

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

FutureBrand - Country Index - 2020

Uploaded by

Copyright:

Available Formats

A unique country perception study

Country Country Index 2020 reveals just that: our carefully

FutureBrand Country Index 2020 2 Copyright © 2020 FutureBrand 3

08 Confidence 54 Overview 72 Japan 102 Denmark

FutureBrand Country Index 2020 4 Copyright © 2020 FutureBrand 5

Resilience and Reality

Our Country Index Confidence in the stability

FutureBrand Country Index 2020 8 Copyright © 2020 FutureBrand 9

For a country to be viewed For a country to be viewed

FutureBrand Country Index 2020 10 Copyright © 2020 FutureBrand 11

FutureBrand Country Index 2020 12 Copyright © 2020 FutureBrand 13

Unlike other surveys, we As we entered the sixth month of Covid-19, some

who are in key positions

and have compelling 20: High–Quality

and pivotal opinions. 60%

19: Authentic 50%

15: Good 9: Health &

14: Advanced 10: Standard

FutureBrand Country Index 2020 14 Copyright © 2020 FutureBrand 15

The Top 75 Countries

1 Japan 3 Asia Pacific

9 7 UAE 29 Middle East

10 1 New Zealand 52 Asia Pacific

11 4 Australia 14 Asia Pacific

5 3 Canada 10 North America

FutureBrand Country Index 2020 18 Copyright © 2020 FutureBrand 19

16 4 South Korea 12 Asia Pacific 26 7 Ireland 32 Europe

17 1 Singapore 34 Asia Pacific 27 1 Kuwait 58 Middle East

18 8 Qatar 53 Middle East 28 2 Saudi Arabia 18 Middle East

19 9 Luxembourg 72 Europe 29 8 Belgium 24 Europe

20 1 United Kingdom 6 Europe 30 15 Malaysia 36 Asia Pacific

21 8 Netherlands 17 Europe 31 4 Russia 11 Europe

22 Israel 31 Middle East 32 37 Angola 66 Africa

23 Spain 13 Europe 33 4 China 2 Asia Pacific

24 1 Portugal 48 Europe 34 26 Algeria 55 Africa

25 6 Oman 69 Middle East 35 1 Greece 51 Europe

FutureBrand Country Index 2020 20 Copyright © 2020 FutureBrand 21

36 Ghana 74 Africa 46 17 Kenya 65 Africa

37 25 Puerto Rico 62 LATAM 47 10 Guatemala 70 LATAM

38 11 Myanmar 71 Asia Pacific 48 2 Panama 75 LATAM

39 Thailand 22 Asia Pacific 49 10 Kazakhstan 54 Asia Pacific

40 16 Hong Kong 35 Asia Pacific 50 21 Bangladesh 41 Asia Pacific

41 9 Czech Republic 47 Europe 51 11 Turkey 19 Europe

42 7 Slovakia 61 Europe 52 4 Indonesia 16 Asia Pacific

43 15 Sri Lanka 68 Asia Pacific 53 Bulgaria 73 Europe

44 8 Ethiopia 64 Africa 54 1 Egypt 40 Africa

45 6 South Africa 37 Africa 55 11 Poland 21 Europe

FutureBrand Country Index 2020 22 Copyright © 2020 FutureBrand 23

56 18 Hungary 56 Europe 66 5 Vietnam 45 Asia Pacific

57 10 Brazil 9 LATAM 67 26 India 5 Asia Pacific

58 10 Cuba 63 LATAM 68 2 Dominican Republic 67 LATAM

59 6 Ecuador 60 LATAM 69 3 Iran 28 Middle East

60 24 Argentina 25 LATAM 70 16 Colombia 39 LATAM

61 7 Nigeria 26 Africa 71 3 Ukraine 57 Europe

62 20 Romania 46 Europe 72 8 Mexico 15 LATAM

63 4 Philippines 33 Asia Pacific 73 20 Chile 42 LATAM

64 2 Morocco 59 Africa 74 1 Pakistan 43 Middle East

65 28 Peru 50 LATAM 75 Iraq 49 Middle East

FutureBrand Country Index 2020 24 Copyright © 2020 FutureBrand 25

The Key Results

Turmoil, troubled Using 22 attributes, we examined what matters

times and populist is perceived both internally and externally, and

politics: 2020 Contrary to our expectations, time and again

will go down as In simple terms, resilience means knowing

“They see us [America] as

“ I do not know how to see it with Argentina 60 42 18

As our research was “ It made social distancing earlier

eritage and Culture — Are there historical

Tourism — Is it an attractive holiday destination? 20%

As one of our respondents “They have hardly any

“ I don’t think any country has