Argentina tops Latin America's Country Brand index

By Estudio Chaloupka

Global consultancy company FutureBrand presented the 8th edition of its Country Index, which analyses the World Bank top 75 countries by GDP through an array of purpose and experience dimensions based on Country Brands: value system, quality of life, business potential, heritage & culture, tourism, and products & services.

“Countries have traditionally been measured and ranked by measures of might—GDP, population size, even a sovereign’s nuclear arsenal. However, in the current day when our world is defined by rapid change, do these measures continue to make sense in the ranking of nations?”, the report states. Narrowing in on how countries are faring, FutureBrand answers the question of what makes a country strong or weak by upending traditional metrics, and introducing a new framework -Countrymaking-, which represents an optimized national playbook of shared beliefs to shift global perception with the explicit goal of boosting tourism, investment, and consumer choice for a country’s goods and services.

In the ranking, globally led by Japan, the best positioned Latin American country is Argentina, ranked 36th worldwide with a +6 rise since the 7th edition of FutureBrand’s Country Index, published in 2014.