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When a nation becomes a commodity: The Country Brand Index 2008

21 November 2008

Australia recently won the top spot of the ‘2008 Country Brand Index’. Nation branding, as it’s officially referred to, is the theory and practice of measuring and building the reputations of countries; basically applying standard commercial brand management that you’d find with commodities and using it to analyzing everywhere from Austria to Zimbabwe.

The 2008 study conducted used rankings from 30 different categories to come up with the final index. Among the categories were History, Standard of Living, Friendly Locals and Environmentalism. It’s like a beauty pageant for countries, with the most well-rounded coming out on top. Here are the top ten:

  1. Australia
  2. Canada
  3. USA
  4. Italy
  5. Switzerland
  6. France
  7. New Zealand
  8. United Kingdom
  9. Japan
  10. Sweden

source: Gatling

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