Colombia drops to 89th in country brand index

Colombia dropped in the Futurebrand 2011-2012 Country Brand Index and ended up 14th of 19 Latin American countries.

LATIN AMERICAN COUNTRY BRAND INDEX

  1. Costa Rica
  2. Brazil
  3. Argentina
  4. Chile
  5. Peru
  6. Mexico
  7. Uruguay
  8. Dominican Republic
  9. Cuba
  10. Panama
  11. Ecuador
  12. Guatemala
  13. Venezuela
  14. Colombia
  15. Honduras
  16. Bolivia
  17. Nicaragua
  18. Paraguay
  19. El Salvador

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.”

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