We asked 16,200 elites, business decision
makers and citizens to rank 60 countries on 75 different metrics including
innovation, entrepreneurialism, quality of life, corruption, political distance,
education, business readiness and more. And we used these perceptions
to understand the unique dimensions of each country summed up into
what can be called the country’s “brand.” Much like a company or a
product, each country has its own equities, though they may not be the
same for every customer. We found that many dimensions of a country’s
brand correlated with key outcomes such as direct foreign investment,
tourism and per capita GDP (at purchasing power parity).