FutureBrand’s annual ranking of the world’s leading country brands has moved Switzerland to the No 1 seat in the consultancy’s 2012-13 Country Brand Index.
Australia is ranked No 6 overall in this year’s index, falling one place from 2011. New Zealand fell two places but is still one place above Australia at No 5.
FutureBrand said despite strong and consistent performance across the board, slight falls in perception of measures pertaining to Australia’s quality of life, business climate and tourism capabilities, coupled with strengthened perceptions of competitor countries, has weakened brand Australia’s overall standing.
Colin Jowell, managing director of FutureBrand Australia, said it was apparent that Australia is not the only Lucky Country – "other nations like Switzerland and Sweden are taking ownership of some of our long cherished attributes".
At the same time, the consistently strong dollar made Australia one of the most expensive places to live, visit, and buy from, had also cost the brand, according to the survey.
Brand Australia outperformed New Zealand in measures relating to Tourism and Good for Business, including Resort and Lodging Options, Food, Skilled Workforce, Advanced Technology and Investment Climate.
In a new addition to the study, FutureBrand has published the Future Fifteen, a ranking of 15 country brands on course to transform the global landscape economically, politically and culturally in years to come.
The inaugural Future Fifteen recognised the United Arab Emirates as the forerunner among tomorrow’s leading country brands.
