Reviewing Nation Branding Indexes: An Approach to Their Methodologies and Results

Nation branding refers to the strategic management of a country’s image to ensure that it is a fair, balanced, and useful reflection of the country itself. A strong nation brand is fundamental to its diplomacy, economy, and the well-being of its inhabitants, among other elements. To monitor the degree of this strength, different international indexes are periodically created and published. This entry focuses on introducing the concept of nation branding, and on describing the methodologies and latest results of the rankings that are currently considered most relevant in both academia and industry. These rankings are divided into two categories, namely, general nation branding indexes (Nation Brands Index, Future Brand Country Index, RepCore Nations, Good Country Index, Best Countries ranking) and field-specific nation branding indexes (Global Soft Power Index, Country Brand Ranking Tourism Edition, Country Brand Ranking Trade Edition, World Economic Outlook, Better Life Index).