Country branding comparison between Slovak Republic and United Kingdom in Future Brand Country Index

¹ University of Economics in Bratislava, Faculty of Business Management, Department of Business Economy, Dolnozemská cesta1, 852 35 Bratislava, Slovak republic
² University of Economics in Bratislava, Faculty of Business Management, Department of Business Economy, Dolnozemská cesta1, 852 35 Bratislava, Slovak republic

^* Corresponding author: iveta.kufelova@euba.sk

Abstract

Nowadays are known many indexes, which are rating specific countries by their performance in chosen areas. This work will be concentrated on the brands of countries valuated by brand indexes. For purposes of job we have chosen the Future Brand Country Index in order to achieve the most objective result of comparison between Slovak Republic and Great Britain. Although they are known certain number of indexes, factors used in Future Brand Country Index are considered by us as the best suitable for this work. This index valuates strength of perception of the country brand across certain dimensions, which are Value System, Quality of Life, Business Potential, Heritage and Culture, Tourism and Made in. These dimensions consist of numerous associations with specific country which will be specified later. Purpose of our work is to analyse results of Slovak republic and Great Britain, their position in Future Brand Index in 2014 and in 2019 and find reasons of their improvement or deterioration. Since Future Brand Index does not publish data and analyses of these countries, our work will be concentrated on analysing key dimensions of index which could affect position of chosen countries in Future Brand index.