Australia has slipped down the table on FutureBrand's Country Brand Index due to perceptions of quality of life, business climate and tourism capabilities, coming in behind New Zealand.
Australia's slide has not been cataclysmic. The brand has slipped from fifth on the list to sixth, while Switzerland took the number one spot.
Australia has been a top ten country brand for the past eight years, and is number one for brand advocacy and number two for preference.
FutureBrand Australia managing director Colin Jowell said: “This year it is apparent that we are not the only ‘lucky country’ – other stable and reputedly ‘fair’ nations like Switzerland and Sweden are taking ownership of some of our long cherished attributes.
“At the same time, the consistently strong dollar making us one of the most expensive places to live, visit, and buy from has also cost the brand.”
New Zealand took the fifth position on the list down from third last year, while Canada, Japan and Sweden came in at second, third and fourth respectively.
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