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BRAND INDIA: Methodology


This analysis of Brand India is based on the Best Countries 2017 study, developed by Y&R’s BAV Group in partnership with US News and Wharton business school. The annual Best Countries study analyzes and ranks countries as brands, based on a model of nation brand equity developed in partnership with the Wharton School.


For the Best Countries study, BAV Group surveys 21,400 elites, business decision makers, and citizens worldwide about their views of 80 countries, based on 65 attributes. These attributes are collected into nine subcategories: Adventure, Citizenship, Cultural Influence, Entrepreneurship, Heritage, Movers, Open for Business, Power, and Quality of Life.


Scores in each subcategory are weighted, based on their correlation with the country’s gross domestic product purchasing power parity (GDP PPP) per capita. The results provide unique metrics to complement traditional economic and demographic data and better understand the perceptions influencing country development. For further methodology details, please visit https://www.usnews.com/news/best-countries/articles/methodology.