Peru strengthens its global perception

By Espinosa Bellido Abogados

Global brand consultancy FutureBrand presented its eighth edition of the FutureBrand Country Index (FCI), which measures the strength of perception of the countries brand value around the world. The report uses the World Bank’s top 75 countries (by GDP) as its basis, and re-orders it based on how individuals rate dimensions of a country’s purpose and experience, the anchors for the study. The higher a country scored on these dimensions, the higher it is positioned in the ranking.

Peru climbed 12 positions from the latest ranking -2014- and is regarded as the second best Latin American country behind Argentina. Located in the 37th position, the report groups Peru with Hungary, Romania, Slovakia and Turkey as the “rising stars”.
"They have done the tough work of changing peoples’ impressions. How have these underdogs accomplished such a feat? The leading indicators clearly contributed: Quality of Life, Environmental Friendliness and the Made In factor improved across the board for these five countries”, the report states.

Peru also introduced measures to make more of — and preserve — its cultural and heritage assets. Exporting specialty goods such as silver, copper, and alpaca textiles along with their world-renowned cuisine, thanks to culinary ambassador Gastón Acurio, Peru continued to garner praise and recognition as their cultural influence continues to grow. Peru’s most famous destination, Machu Picchu, was also deemed a UNESCO World Heritage Site, and the government also introduced additional measures to prevent any further deterioration of the 15th-century site, a nod to their growing emphasis on preservation.