Switzerland has ousted Canada as the country with the best brand in FutureBrand’s eighth annual ranking of the world's leading country brands.
Based on insights from 3,600 frequent international travelers from 18 countries, the index ranks public perception of countries based on culture, industry, economic vitality and public policy initiatives.
The U.S. has fallen in the rankings for the second year in a row, dropping from No. 6 to No. 8 and topped by Canada, Japan, Sweden, New Zealand, Australia and Germany. In a second list of country brands with the most potential, the United Arab Emirates leads the pack, followed by Chile and Malaysia.