Do you know FutureBrand? No? Like me twenty minutes ago. Then I red a press release about its 8th annual ranking of the world's leading country brands. Immediatly, I wondered: is China one of them? The answer is no. Not now, but maybe in the near future.

The "China" Brand is not renown, yet

The #1 in 21012 is Switzerland. I know some people at Swissnex that will be very happy. Last year, it was Canada. Let's see the ranking:

Switzerland (+1 from 2012)
Canada (-1)
Japan (+1)
Sweden (+3)
New Zealand (-2)
Australia (-1)
Germany (+4)
United States (-2)
Finland (-1)
Norway (+2)
United Kingdom (+2)
Denmark (+3)
France (-4)
Singapore (+2)
Italy (-5)
Maldives (+2)
Austria (0)
Netherlands (+5)
Spain (-5)
Mauritius (+2)
Ireland (-1)
Iceland (-3)
United Arab Emirates (+2)
Bermuda (-3)
Costa Rica (-1)

After the official ranking, FutureBrand has decided to create the wannabe ranking, what they are calling “The Future Fifteen”, i.e country brands on course to transform the global landscape economically, politically and culturally in years to come. Lest see the wannabes:

United Arab Emirates
Chile
Malaysia
Qatar
Estonia
China
Iceland
Mexico
Brazil
Turkey
Thailand
Colombia
India
Kazakhstan
Vietnam

Yes, China is in! If you wonder how the ranking is obtained, future brand says that this is based on the government's ability to effectively implement policies that protect its people and goals, on the country's financial commitment to its future vision based on investment in infrastructure, education, healthcare, communications technology and international partnerships, on human capital, growth, sustainability and influence.

By Renaud Edouard-Baraud
CEO of L'Atelier BNP Paribas Asia