Japan je i ove godine zemlja sa najboljom globalnom reputacijom, ali je reputacija SAD-a primjetno slabija nego prethodnih godina.
FutureBrand Country Index od 2014. redovno objavljuje listu koja se bavi reputacijom „brenda“ zemalja, na sličan način na koji se istražuju korporativni brendovi. Istraživanje obuhvata 75 država iz cijelog svijeta, a ocjenjuju se lokalne vrijednosti, turistički potencijal, kvalitet života, napori da se očuva životna sredina, nasljeđe, kultura i poslovni potencijal.

Japan se na prvom mjestu našao zbog svoje bogate kulture, izuzetnog kvaliteta života, prirodnih ljepota i naslijeđa, a iza njega slijede Norveška i Švajcarska. Zajedno sa Švedskom i Finskom, ove zemlje čine Top 5 zemalja sa najboljom reputacijom u svijetu. Primjetno je da su bolje rangirane zemlje koje svojim stanovnicima nude dobar život u smislu njegovanja pozitivnih vrijednosti (zaštita životne sredine, održivi turizam, odgovorni konzumerizam), a ne samo ekonomsko blagostanje.

Primjetan je pad Australije i Ujedinjenog Kraljevstva (sa 15. na 19. mjesto), kao i Sjedinjenih Američkih Država, koje su se našle na 12. mjestu (pad sa nekadašnje 8. pozicije). Nijedna zemlja bivše Jugoslavije nije bila uključena u ovo istraživanje. A evo i top 10:
- Japan
- Norveška
- Švajcarska
- Švedska
- Finska
- Nemačka
- Danska
- Kanada
- Austrija
- Luksemburg




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