Every year a brand consultant agency called FutureBrand comes out with a report of the Country Brand Index (CBI). The “country brand” (think “Made in Japan”), is measured similarly to consumer or corporate brands (Nike, Toshiba, etc).
The index is a measure of the global perception of each country’s “brand,” not just for the quality and popularity of their export products and big name businesses, but also taking into account social aspects of the country. Having spent the last few years cozily in the top ten, Japan took the number one position in the 2014-2015 CBI report.
View original post 379 more words