The Country Brand Index measures a nation’s strength as a brand. It considers many factors such as preference, familiarity, awareness, consideration or advocacy. The country brand is normally pictured by a logo that represents the country more relevant aspect or aspects. For instance, Peru country brand launched in 2011, is based on the Nazca ancient geoglyphs located in the Nazca Desert in southern part of the country, witch are one of the top attractions in Peru.
Country Brand Index is a strong marketing tool to promote travel and tourism, exports, foreign investment, immigration etc, it all depends on how well orchestrated the marketing campaign is. However, the creators of this index, FutureBrand, consider that a strong country brand is more that, it improves the way that people lives. And certainly, it creates culture identification and a sense of pride.