DUBAI – UAE and Qatar were named among the top four forecast to make the biggest impact on the global landscape economically, politically and culturally in years to come.



The UAE topped the inaugural list of 15 nations published by FutureBrand which recognizes those countries with the biggest potential.

“The Future Fifteen recognizes the United Arab Emirates as the forerunner among tomorrow’s leading country brands,” FutureBrand said in a statement.



The report cites the UAE’s aptitude in capitalizing on its “abundance of natural resources and in exercising excellent government foresight around policy and investment” as one of the strongest indicators of its future success.



Despite positive momentum in the region, the Country Brand Index also noted the UAE’s impending obstacles, including the tremendous challenge of fair wealth distribution.



Qatar was also prominent in the list and ranked number four behind the UAE, Chile and Malaysia.



FutureBrand also revealed its 8th annual ranking of the world’s leading country brands, with Switzerland moving to the top.



The 2012-13 index ranks the world’s countries - from their cultures, to their industries, to their economic vitality and public policy initiatives - based on global perceptions today.



Drawing insights from a collective of 3,600 opinion-formers and frequent international travellers from 18 countries, FutureBrand determined how key audiences - residents, investors, tourists and foreign governments - see the world’s country brands, from awareness through to advocacy.



Canada, Japan, Sweden and New Zealand rounded out the top five positions in the list, with the UAE in 23rd place, up two from last year.



The report said that in the face of successive fiscal crises, the influence and normative values of the West are beginning to lose clout with a global audience. As a consequence, the US brand has declined eight places in the overall index since 2009 - a year when the US led the index at number one.

By contrast, as a symbol of economic, cultural and social stability, brand Switzerland showed that the cultivation of freedom, tolerance, transparency and environmentalism can put a country’s brand ahead, even in difficult economic times, the index said.



In the The FutureBrand 2011-2012 Country Brand Index only the UAE landed in the top 25 countries.



This year’s top-ranking countries in the Good for Business dimension are not necessarily nations with the strongest economies.



For example, Switzerland is thirty-eighth in the world in gross domestic product alone, but still manages to rank first in our CBI thanks to high scores in Regulatory Environment and Investment Climate. As with Switzerland, Sweden and Germany are competitive in the dimension largely because of their regulatory practices —making these three nations relatively safe havens in the midst of the European debt crisis.



Japan continues to excel, especially in advanced technology, an attribute the country has led since the CBI’s founding. known for its tech industry exports, developments and achievements. – SG/Agencies