1、A unique country perception studyNovember 2020FutureBrand Country Index 202032Copyright 2020 FutureBrandIt is 12 months since we last published the FutureBrand Country Index but,in that period,life as we know it has been turned on its head.Every day brings new headlines that report poor management o

2、f Covid-19 cases and floundering governments,as well as an exodus from cities and dissatisfaction with lockdowns and social distancing.But what if the 24/7 news agenda doesnt reflect what real people think and feel?The FutureBrand Country Index 2020 reveals just that:our carefully considered researc

3、h found that a countrys brand is deeply resilient,even at a time when so much seems temporary and changeable.As nations adjust to the new normal,there has never been a better or more important time to examine the value of a countrys brand and determine what makes it robust in the eyes of the world.T

4、hese are strange and challenging days but many countries are standing firm,not least those we might have expected to falter and fall.How do we know this?Well,while countries have traditionally been measured and judged on factors such as population size and GDP,at FutureBrand we look beyond the obvio

5、us statistics.Our Index scrutinises where people want to live,visit,invest in,and buy goods and services from.Quality of life is crucial and its value system is key.In short,theres a reality gap between what the headlines tell us and what we,as nations,actually believe.FutureBrand Country Index 2020

6、Resilience and RealityWelcome to the FutureBrand Country Index 2020.In a world where little seems certain,the news cycles are dominated by the worst healthcare crisis in living memory,and many countries are riven by political division,its easy to assume that country brands have withered on the vine.