2010년 11월 발표
Country Brand Index 2010
What makes a strong country brand?
The strength of a country brand is determined in the same way as any other brand. We can measure levels of awareness, familiarity, preference, consideration, advocacy and active decisions to visit. But the most important factors, the aspects that truly differentiate a nation brand, are its associations and attributes the things that people think of when they hear a place name, or look at a photograph or plan a trip.
http://www.futurebrand.com/think/reports-studies/cbi/2010/overview/