by Amanda Mohar
October 25th, 2012

Japan, New Zealand, Australia and Singapore are Asia’s leading country brands, according to FutureBrand’s 2012-13 Country Brand Index (CBI), a pre-eminent global study of country brands.

All four countries were ranked among the top 25 the consultancy’s 8th annual ranking of the world’s leading country brands, with Japan ranked third globally, behind Switzerland and Canada. New Zealand fell two places to No 5, while Australia fell one place to No. 6 and Singapore climbed two place to No. 14.

The 2012-13 CBI ranks the world’s countries — from their cultures, to their industries, to their economic vitality and public policy initiatives — based on global perceptions. Drawing insights from a collective of 3,600 opinion-formers and frequent international travellers from 18 countries, FutureBrand utilised its proprietary Hierarchal Decision Model (HDM) to determine how key audiences — residents, investors, tourists and foreign governments — see the world’s country brands, from awareness through to advocacy.

The top 20 country brands of 2012-13 are:

1. Switzerland (+1 from 2012)

2. Canada (-1)

3. Japan (+1)

4. Sweden (+3)

5. New Zealand (-2)

6. Australia (-1)

7. Germany (+4)

8. United States (-2)

9. Finland (-1)

10. Norway (+2)

11. United Kingdom (+2)

12. Denmark (+3)

13. France (-4)

14. Singapore (+2)

15. Italy (-5)

16. Maldives (+2)

17. Austria (0)

18. Netherlands (+5)

19. Spain (-5)

20. Mauritius (+2)

In a new addition to the study, FutureBrand has published the Future Fifteen, a ranking of 15 country brands on course to transform the global landscape economically, politically and culturally in years to come. Of these, Malaysia ranked No. 3, with China, Thailand, India and Vietnam also in the list.

For more, download the full 2012-2013 Country Brand Index

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