Japan has strongest “country brand” according to report

Japan has the strongest “country brand” in the world, according to a new report from Futurebrand.


The consultancy’s Country Brand study ranks nations on a number of criteria, including awareness, preference and advocacy. Those surveyed were also asked what they thought of products made in each country.

Japan takes the top spot for the first time in this year’s table. In the 2012 rankings it came in at number three, behind Switzerland and Canada.

This year Switzerland takes second place, while Germany is ranked third.

Futurebrand says it surveyed more than 2,500 people for the report. It says that only 22 countries (including the UK) actually ranked as “country brands”, by having “strong and balanced perceptions across both the status and experience dimensions”.

Remaining countries in the survey are ranked as “status countries” or “experience countries” or in some cases not ranked at all.

Tom Adams, global head of strategy at Futurebrand, says: “This year’s research shows that having a strong country brand brings measurable creative advantage in terms of visitation, advocacy and investment, as well as consumer preference for products and services.

“So it continues to be vital to manage country identity and reputation as you might a corporate or consumer brand.”

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  • Richard Maughan November 30, -0001 at 12:00 am

    Surely a whole country’s identity cannot be managed or influenced (other than how it is within any portrayal or presentation) so rather is just an organic and unconscious state of things at any given moment in time? Also subject to variation in interpretation depending on stereo typing and what culture it is being viewed from….just a thought!

  • Stuart sdickinson@futurebrand.com November 30, -0001 at 12:00 am

    One definition of brand is what people say about you when you’re not in the room. well this is based on what people say when japan isn’t in the room.

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