Rated Ranking: Country Brand Index 2012/13

October 26, 2012 Rated Rankings No comments

Country Brand Index 2012/12

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Summary The ranking “Country Brand Index”, published by Futurebrand, a brand consulting company owned by the Interpublic Group of Companies, is published since 2000 on a yearly base. With respect on how nations are judged in comparison to other nations the Ranking results provide a valuable orientation how 118 nations are judged. Besides the overall Country Ranking and the Future 15 Driver Ranking various meaningful so called «Dimensions of a country brand» are provided. However, the very important dimension of “made in…” is not analyzed through primary research (yet). The various country rankings are based mainly on two primary research sources; the subjective opinions from 3,600 so called “opinion formers and frequent international business or leisure travelers” but only from 18 different countries and from some 50 so-called “Global Experts and Opinion Formers” that are disclosed by names and functions. The approach Futurebrand chooses with the so called “Association Dimensions” and the “Hierarchical Decision Model HDM” is explained in a comprehensible way. What is not disclosed are the questions/questionnaires for the primary data collection. Respected medias mostly from the tourism and travel industry are publishing the ranking results and also therefore the respective stakeholders and opinion leaders take the ranking results seriously. The ranking results can be accessed here.
Relevance / Impact
– 13 points –
Added Value / Insights
– 11 points –

Trustworthiness / Intention
– 13 points –
Methodology
– 9 points –

Aggregated points
– 46 (out of 60) –
51–60
points
Highly valuable ranking

41–50
points
Useful ranking with some flaws

30–40
points
Partially useful ranking with considerable flaws

< 30
points
Useless ranking

Reach of publication:

  • Global, e.g. North America, Europe and Asia (5 points)
  • Regional, e.g. Europe or North America (3 points)
  • Large national market: e.g. US, China, Japan, Germany, France, UK, Italy, Brazil (2 points)
  • Mid-sized or small market, e.g. Switzerland, Netherlands, Argentina, Singapore (1 point)

Ranking will be recognized by key stakeholders:

  • Opinion Leaders (Politicians, Professors; NGO’s) (2 points)
  • Business Advisory Board, C-Level Executives (CEO, CCO, CFO, CMO) (2 points)
  • High Potentials & Top Talents (employer market, students) (2 points)
  • Financial Market (2 points)
  • General Public (2 points)

Aggregated points: 13 (of max. 15)

Is the owner providing the ranking a credible and trustworthy organization?

  • Ranking owner has limited credibility and reputation. (1 point)
  • Ranking owner has fair credibility and reputation. (3 points)
  • Ranking owner has excellent credibility and reputation. (5 points)

What is the ranking owner’s intention to produce and disseminate the ranking?

  • Ranking is predominantly a tool to raise awareness for the owner with the possible intention to sell consultancy services. (1 point)
  • Ranking is partly a tool to raise awareness for the owner with the possible intention to sell consultancy services. (3 points)
  • Ranking is predominantly a tool to surface and share important insights on the subject surveyed. (5 points)

Is/Are the media outlet(s) where the ranking is published of high credibility and reputation?

  • Media outlet(s) has/have limited credibility and reputation. (1 point)
  • Media outlet(s) has/have fair credibility and reputation. (3 points)
  • Media outlet(s) has/have excellent credibility and reputation. (5 points)

Comment: Respected media mostly from the tourism and travel industry are publishing the ranking results prominently.

Aggregated points: 13 (of max. 15)

Do the ranking results provide overall orientation where companies stand?

  • limited orientation only (1 point)
  • fair orientation provided (3 points)
  • very good orientation (5 points)

Comment: With respect on how nations are judged in comparison to other nations; yes. An overall amount of 118 nations are judged in detail.

Is the Ranking published in the same format on a regular basis, e.g. annually, which allows to track developments and comparisons over time?

  • ranking is published for the first time (1 point)
  • ranking is published for the second time in the same format (3 points)
  • ranking is published for more than 3 times on a regular basis in the same format (5 points)

Comment: Futurebrand has further developed over the last ten years and therefore strengthened the methodology and the criteria leading to more robust results.

Do the ranking results provide added value and further insights on how companies are evaluated in in their industry, e.g. detailed ratings in various sub-dimensions of the overall result?

  • limited added value only (1 point)
  • fair amount of added value (3 points)
  • high amount of added value (5 points)

Comment: Besides the overall Country Ranking and the Future 15 Driver Ranking various meaningful so-called “Dimensions of a country brand” are provided. However, the very important Dimension of “made in…” is not analyzed through primary research (yet).

Aggregated points: 11 (of max. 15)

Is the ranking based on a representative survey among key stakeholders or on a jury only?

  • Ranking is based on a jury’s opinion only. (1 point)
  • Ranking is based on a small survey or only on a limited group of stakeholders. (3 points)
  • Ranking is based on a robust and representative survey. (5 points)

Is the ranking methodology easy to understand and reasonable – even for non-statisticians?

  • Methodology not easy to understand and not reasonable. (1 point)
  • Methodology fairly good to understand and reasonable. (3 points)
  • Methodology very easy to understand and reasonable. (5 points)

Comment: The approach Futurebrand chooses with the so-called “Association Dimensions” and the “Hierarchical Decision Model HDM” is explained in a comprehensible way. What is not disclosed are the questions/questionnaires for the primary data collection beeing it the quantitative (“opinion formers and frequant international business or leisure travelers” ) as well as qualitative “Global Experts and Opinion Formers”) ones.

Is the ranking methodology easy to access and transparent?

  • Methodology not easy to find and not sufficiently transparent. (1 point)
  • Methodology fairly good to find and of medium transparency. (3 points)
  • Methodology very easy to find and of high transparency. (5 points)

Aggregated points: 9 (of max. 15)

Ranking category

  • Product / Service Brands
  • Company Brands
  • Corporate Reputation and Company Esteem
  • Social Responsibility, CSR & Sustainability, Ethical Business Practices
  • Innovation & Technology
  • Employer Attractiveness & Diversity
  • Leadership
  • Nations & Destinations
  • University & Other Institutions
  • Sports
  • Lifestyle
  • Social Media
  • Personal Branding & CEOs

Ranking statistics

  • Name of Ranking: Country Brand Index
  • Ranking managed/produced by institute/organization:
  • Ranking published by media outlet: various
  • Date of recent publication: October 25, 2012
  • Date of previous publication: : November 11, 2011

About Marco Casanova

Marco Casanova
Marco Casanova is Founder & Managing Partner of the Branding-Institute since 2002. He serves in various Executive Boards and is consulting as strategic advisor various global large-scale and mid-sized enterprises of multiple industries as well as international organizations, associations and countries and their governmental institutions in brand and reputation guided stakeholder management. He holds a vast global network into various opinion leader circles through his political, economic and scientific activities.

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