Which country in the world has the best brand?

Himeji Castle in Japan during spring time. The country is regarded as the country with the best reputation in the world.

Japan has emerged the country with the best reputation in the world in a new report that shifts from the traditional paradigm of GDP (gross domestic product) growth as the yardstick for global status, in favour of factors like a country’s values system, quality of life, and heritage and culture.

In the FutureBrand Country Index 2019 report, Japan outranked the 74 other countries studied (pre-selected from the World Bank’s top 75 countries), with authors attributing its success to everything from natural beauty, culture, gastronomy to its international exports like Muji, Uniqlo and even, Marie Kondo.