QRi Consulting are proud to be FutureBrand’s global research partner for the FutureBrand Country Index 2020 launched today 12th November 2020.
The FutureBrand Country Index 2020 is the most comprehensive and only one of its kind, conducted six months into the global coronavirus pandemic.
In a world where little seems certain, the news cycles are dominated by the worst healthcare crisis in living memory, and many countries are riven by political division, it’s easy to assume that country brands have withered on the vine.
It is 12 months since the FutureBrand Country Index was last published but, in that period, life as we know it has been turned on its head. Every day brings new headlines that report poor management of Covid-19 cases and floundering governments, as well as an exodus from cities and dissatisfaction with lockdowns and social distancing.
But what if the 24/7 news agenda doesn’t reflect what real people think and feel? The FutureBrand Country Index 2020 reveals just that: our carefully considered research found that a country’s brand is deeply resilient, even at a time when so much seems temporary and changeable.
As nations adjust to the ‘new normal’, there has never been a better – or more important – time to examine the value of a country’s brand and determine what makes it robust in the eyes of the world. These are strange and challenging days but many countries are standing firm, not least those we might have expected to falter and fall.
How do we know this? Well, while countries have traditionally been measured and judged on factors such as population size and GDP, in the FutureBrand Country Index we look beyond obvious statistics, using our bespoke QualiQuant® Methodology. The Index scrutinises where people want to live, visit, invest in, and buy goods and services from. Quality of life is crucial and its value system is key.
In short, there’s a reality gap between what the headlines tell us and what we, as nations, actually believe.
Click here to download report: https://www.futurebrand.com