In this index, countries are ranked by how they are perceived across a broad range of factors such as values, business potential, and security.
Rabat – FutureBrand, “one of the world’s leading authorities in country brand strategy and management,” has ranked Morocco 66 out of 75 countries in their 2019 Country Brand Index (CBI).
The self-titled “creative future company” uses the index to “shift global perception with the explicit goal of boosting tourism, investment, and consumer choice for a country’s goods and services.”
By studying countries as brands, the company seeks to understand how they can be “managed and measured for trade, investment, and tourism growth.”
The first CBI was released by FutureBrand in 2005 to demonstrate which countries qualify as brands, in that they have a measurable comparative advantage over other countries.
The data for this index is gathered through online surveys distributed to a global sample of 2,500 people. Each survey respondent ranks seven countries, and each country is rated by approximately 230 respondents.
Rather than using “measures of might,” such as gross domestic product (GDP), population size, and nuclear capabilities, FutureBrand re-orders the World Bank’s top 75 countries “based on how individuals rate dimensions of a country’s purpose and experience.”
Respondents are asked to rate countries according to qualities such as healthcare, education, environmental friendliness, technology, tolerance, political freedom, and security.
By focusing on “countrymaking” rather than monetary measures, the CBI places “countries with smaller GDPs on comparable footing with more traditionally dominant nations.”
In this “new world order,” twelve of the top 20 countries are European, two are North American, and five are Asia Pacific, including Australia and New Zealand.
The top country is Japan, which has the third largest GDP in the world. The United States, which has the largest GDP in the world, is ranked twelfth.
At 16, the United Arab Emirates is the only Middle Eastern country in the CBI’s top 20. Four more Gulf countries–Qatar, Kuwait, Saudi Arabia, and Oman–are within the top 40.
Morocco placed 7th in Africa behind Egypt (55), Sudan (59), and Algeria (60). The lowest ranked country on the CBI is Iraq.
Morocco also has one of the worst “Quality of Life” scores, alongside Bangladesh, Pakistan, and Iraq.
These scores are based on perceptions of healthcare, education, and income disparity. Countries with high scores in this category are more likely to benefit from tourism and business investments.
Morocco’s World Bank ranking, which is based on its GDP, is 61. While this is quite low on the list of 75 countries, Morocco’s position at 66 on the CBI is even lower. This reveals an overall negative perception of the country within the survey sample.