Canada recently ranked in the top ten countries in the 2019 FutureBrand Country Index global report, which measures the perception of a country's image.
Specifically, the index "measures the strength of perception of countries around the world in the same way we study consumer or corporate brands." It uses factors such as a country's values system, quality of life, heritage and culture to determine its rank.
Canadian flag in front of view of False Creek and the Burrard street bridge in Vancouver, Canada / Shutterstock
Japan placed first on the list, with report authors attributing its success to everything from natural beauty, culture, gastronomy to its international exports including Muji, Uniqlo to Marie Kondo.
"Japan’s rich culture, which encompasses a favourable quality of life, natural beauty, and heritage beckons visitors from around the globe," reads the report.
The report also mentions how the West's consumerist culture creates "analysis paralysis in the toothpaste aisle." In contrast, Japanese culture offers, "Simplicity. Clarity. Mental space."
Norway placed second, and the report notes that beyond its rugged and stark natural beauty, it is, "probably best known globally for the success of its model of social democracy." Switzerland followed in third, with Sweden came fourth.
Canada placed eighth in the ranking, followed by Austria in ninth. Luxembourg placed tenth.
This year, the US fell five spots to 12th place and the UK fell seven spots to 19th place from the last report published in 2014. The authors note that the rise in populist factions and stinging headlines related to extremism and immigration policies led to unpopular public approval ratings.
Here are the top 10 countries on the FutureBrand Country Index report:
1. Japan
2. Norway
3. Switzerland
4. Sweden
5. Finland
6. Germany
7. Denmark
8. Canada
9. Austria
10. Luxembourg
