Canada named world’s top country brand

Canada has been crowned the world’s best country brand, knocking neighbours the USA off the top spot, according to Futurebrand.

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The brand consultancy determines the strength of a country’s brand by measuring levels of awareness, familiarity, preference, consideration, advocacy and active decisions to visit.

Top 10 County Brands (last year’s position in brackets)

1. Canada (2)
2. Australia (3)
3. New Zealand (4)
4. United States (1)
5. Switzerland (new entry)
6. Japan (7)
7. France (5)
8. Finland (new entry)
9. United Kingdom (8)
10. Sweden (new entry)

Read an analysis of why “Brand Britain” dropped to ninth and how the decline might be reversed.

Also, read Mark Ritson’s column on why brand strategy should be for brands and not countries.

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