The FutureBrand Country Index measures the strength of perception of countries around the world in the same way we study consumer or corporate brands. Now in its second decade, the Index reorders the World Bank Top 75 countries by GDP according to strength of perception.

The Index examines what transforms a country from a spot on a map to a place our survey respondents ultimately want to invest in, live in, visit, and buy goods and services from. Countries have traditionally been measured and ranked by measures of might — GDP, population size, even a sovereign’s nuclear arsenal. However, in the current day when our world is defined by rapid change, do these measures continue to make sense in the ranking of nations?

Technology trends are changing the world we live in: IoT, smart technology, the advent of 5G. Sociopolitical shifts are reshaping how we live in ways big and small. Countries are grappling with topics such as immigration, gun rights, and social safety net provisions like healthcare and education. Weighing in on the global dialogue for gender equality triggered by #metoo and the call for allies in the United Nation’s HeForShe global solidarity movement calls on nations in a different way than ever before. Our natural world is rapidly transforming too: The World Meteorological Organization reports that climate change continues to accelerate. Our passion for convenience contributed to the creation of the Great Pacific Garbage Patch, the largest accumulation of ocean plastic in the world — approximately twice the size of Texas or three times the size of France — floating between Hawaii and California.

It's great to see that you're enjoying our content.

You've already read one article this month. Please sign in or create an account to continue reading – it's completely free and will only take a minute!

Thank you for using City Nation Place!

To access please sign in