Switzerland came in third place in the FutureBrand Country Index 2019, just after Japan and Norway. The top five was rounded off by Sweden and Finland. Norway and Switzerland lead the ranking for Europe.
In the previous FutureBrand Country Index, published in 2014, Switzerland ranked in second place. Three countries in particular experienced dramatic drops in the ranking over the past four years: the UK fell by seven places to come in nineteenth, as did Australia which dropped to fifteenth, and the US fell five places to come in twelfth.
The index was compiled by analyzing 75 World Bank countries according to different criteria, including GDP, perception of quality of life, business potential and security. According to a statement, the index provides insights into how country brands can be harnessed for competitive advantage.
Top quality of life and stability
Switzerland stood out in particular for its quality of life, coming in second just after Norway. In addition, Switzerland has the second highest rating for trust in stability and reputation.
In general, Switzerland is regarded as having considerable political and economic influence, and it received the highest rating in the index for safety and security, underscoring its role as a referee. The authors point out that renowned organizations such as the Red Cross and the UN have all chosen Switzerland for their operations.
Swiss luxury goods stand out
In the business context, Switzerland received particularly high values in the Making Products of High Quality category, with survey participants increasingly aware of Switzerland’s expertise in the luxury goods sector. In 2019, Switzerland was best known for its luxury goods, followed by financial services and technology.