Brasília – The Country Brand Index (CBI), elaborated by FutureBrand, shows that Brazil has climbed ten positions in a list that evaluates the strength of each country abroad. Brazil is in the 31st place among a total of 113 countries analysed. The study aims to evaluate how people abroad view a country.
FutureBrand is a consultancy company that operates in the elaboration and analysis of brands on the international market. It is part of the McCann Worldgroup, which includes advertising agencies worldwide.
In the 2011 ranking, disclosed on Friday (11), of the 50 countries heading the list, Brazil was the one that grew most. In Latin America, Brazil is only behind Costa Rica, which is in the 24th place in the ranking. In the previous version of the study, in 2009, Brazil was in the 41st position.
The study considers factors like quality of life, ease to do business, tourism and culture. Furthermore, one of the indices – called "values" – evaluates the perception foreigners have of each country in terms of political freedom, tolerance, legal system, freedom of speech and environmental awareness.
According to FutureBrand, the perception foreigners have of Brazil has improved with regard to environmental awareness, quality of life and ease for business. Regarding tourism, Brazil was in the second place among the best beaches (only behind Australia). The ten strongest "brands", according to the FutureBrand ranking, are, respectively, Canada, Switzerland, New Zealand, Japan, Australia, the US, Sweden, Finland, France and Italy.
*Translated by Mark Ament
