The annual WPP BAV Best Countries study measures the global perceptions of countries and how those perceptions drive GDP growth, trade, travel, and foreign investment.
On our Best Countries website you can explore the world. See which countries are perceived to be the best in the world and explore how each country is seen. Or dive into what this means for local brands in our regional profiles written by our WPP experts around the world.
For more insights, please join our launch webinar where David Roth (Chairman BAV) is joined by WPP experts from around the world to discuss the key findings from our latest study.
Chief topics include how a country’s perceived ‘Agility’ is the no.1 driver of Business Consideration; how Cultural Influence drives tourism; and, crucially, how a country’s leading consumer brands shape that country’s culture – especially in the vital Asian market.
