Countries with the best reputations: FutureBrand Country Index 2019 results

Countries with the best reputations: FutureBrand Country Index 2019 results


Japan is a the world's best reputation according to new research while the popularity of the Australia has taken a nosedive.

The (FutureBrand Country Index) published for the 1st time since 2014 charts the global perception of 75 different countries ranking them according to a nation's "brand" power a country's "purpose" and "experience" are between a number of factors taken into account and tourism potential as well, heritage and culture and quality of life.

Japan remains on to top spot while Norway climbed four places to 2nd with Switzerland slipping from 2nd to third. Scandinavian nations Sweden and Finland completed the top 5.


Both UK and the Australia slipped seven places to 15th and 19th respectively and the US dropped 5 places to 12th.

Perceptions of quality of life in Australia dropped the most falling nine points since 2014. The report cited the high cost of living falling disposable incomes lack of affordable housing and rising homelessness as potential reasons for the drop.

For the UK and US the research highlighted their descents as the products of increasingly divisive politics.

"They are among the most advanced democratic and diverse countries in the world but when it comes to brand strength and attractiveness to visitors and investors alike their popularity continues to take a nosedive" the report read.

The 20 countries with the best reputations

1-Japan -
2-Norway +4
3-Switzerland -1
4-Sweden -
5-Finland +8
6-Germany -3
7-Denmark +2
8-Canada -3
9-Austria +1
10-Luxembourg -
11-New Zealand -
12-United States -5
13-Netherlands +3
14-Italy +4
15-Australia -7
16-UAE +3
17-France -
18-Singapore -4
19-United Kingdom -7
20-South Korea -

"For the United States dominated in the global consciousness by its current figurehead, President Donald Trump, a number of key attributes have all fallen (albeit by relatively small margins). During the same period, the United Kingdom has suffered pretty much across the board with only slight increases in a handful of categories and an abysmal rating for Value for Money."

FutureBrand added that both the US and UK are seen as increasingly intolerant.

It is interesting that the top 2 nations Norway and Japan both come under regular criticism for their whaling industries but still manage to maintain a good reputation.

Who were the winners?

Though Scandinavia dominated the top 5 numerous European countries made it into the top 20. Denmark, Germany, Austria and Luxembourg made up the top Ten with the addition of Canada while the Netherlands, Italy and France all ranked above the United Kingdom.

Japan was praised for its "ever solid identity and reputation among would be tourists, visitors, residents,students , consumers and investors". "Japan's rich culture, which encompasses a favorable quality of life, natural beauty, and heritage beckons visitors from around the globe" the report said.

The country has seen its visitor numbers soar in recent years from 6.2m in 2011 to 28.7m in 2017. It is likely growth will continue as it prepares to host the Rugby World Cup this autumn and the Olympics next year.

Away from the top Ten the 5 countries to record the greatest rises were praised for "the tough work of changing peoples' impressions".

Slovakia rose 24 places to 35th Romania 20 to 42th and Hungary 18 to 38th. Peru and Turkey  were also in the ascendancy.

The research pointed to heritage and culture as important factors in all 5 nations noting the rise of Eastern European countries stepping out of the shadow of more traditionally popular Western European destinations.

New Zealand regularly voted the best country in the world by travelers was a non-mover in 11th.

The UAE will be pleased with its ranking, climbing three places to 16th, after vast reputation investments in European football clubs, such as Arsenal and Manchester City. Neighboring Qatar fell two places to 26th.

Saudi Arabia despite coming under close scrutiny for its human rights record rose nine places to 30th.

And the losers?

Those countries most affected by war and instability with Iraq in 75th Ukraine 74th and Pakistan 73rd. Pakistan is perhaps surprising as a non-mover, with the country increasingly seen as a possible holiday destination British Airways resumed flights to the capital Islamabad this year.

The 10 countries with the worst reputations

1-Iraq
2-Ukraine
3-Pakistan
4-Iran
5-Bangladesh
6-Dominican Republic
7-Angola
8-Nigeria
9-Philippines
10-Morocco

Morocco's placing is evidence that tourism potential doesn't correlate with a good reputation with the African nation having seen a rise in popularity among holidaymakers in recent years.

Vietnam too in 61st has seen its arrivals swell as has Indonesia in 56th though the nation which counts Bali among its main draws rose 10 places.

The Telegraph, London



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