Colombia dropped in the Futurebrand 2011-2012 Country Brand Index and ended up 14th of 19 Latin American countries.
LATIN AMERICAN COUNTRY BRAND INDEX
Globally, the country brand was ranked #89, four places lower than last year.
Futurebrand did not specify why Colombia dropped, but said the country was in the lowest category because of its security issues.
The world’s best-ranked country is Canada, followed by Switzerland and New Zealand. Latin America’s best-ranked country is Costa Rica.
Futurebrand said, “The strength of a country brand is assessed in much the same way as any other brand. We measure awareness, familiarity, preference, consideration, advocacy and active decisions to visit or interact with a place. But the most important factors—the aspects that truly differentiate a country brand—are its associations and attributes across five key dimensions: Value System, Quality of Life, Good for Business, Heritage and Culture and Tourism.”