It's all about the brand, even for governments.

And that's bad news for the United States. The Country Brand Index (CBI) just came out with its 8th annual report of the top country brands, and America doesn't even make the top five. It seems that Switzerland, which ranked number one on the list, is the Apple of nations. The CBI created its ranking based on “global perception,” measured by “a collective of 3600 opinion-formers, as well as a panel of experts across public policy, globalization and media–related disciplines from 18 countries.”

So, what makes a good country brand? The same things that make a good corporate brand, like whether people have a strong sense of that country's culture, whether they want to visit it and whether they want to do business with it.

The top countries also had to have a free, tolerant government and a high standard of living.

Check out the top 10 ranking country brands below:

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  • 10. Norway

    Norway ranks #21 in tourism, #15 in heritage and culture, #10 in business, #7 in quality of life, and #7 in value system, <a href="http://www.futurebrand.com/wp-content/cbi/pdfs/CBI_2012-13.pdf">the Country Brand Index reports</a>.

  • 9. Finland

    Finland ranks #26 in tourism, #16 in heritage and culture, #9 in business, #6 in quality of life, and #5 in value system, <a href="http://www.futurebrand.com/wp-content/cbi/pdfs/CBI_2012-13.pdf">the Country Brand Index reports</a>.

  • 8. United States

    The United States ranks #5 in tourism, #31 in heritage and culture, #8 in business, #15 in quality of life, and #14 in value system, <a href="http://www.futurebrand.com/wp-content/cbi/pdfs/CBI_2012-13.pdf">the Country Brand Index reports</a>.

  • 7. Germany

    Germany ranks #7 in tourism, #7 in heritage and culture, #2 in business, #5 in quality of life, and #9 in value system, <a href="http://www.futurebrand.com/wp-content/cbi/pdfs/CBI_2012-13.pdf">the Country Brand Index reports</a>.

  • 6. Australia

    Australia ranks #10 in tourism, #20 in heritage and culture, #14 in business, #10 in quality of life, and #10 in value system, <a href="http://www.futurebrand.com/wp-content/cbi/pdfs/CBI_2012-13.pdf">the Country Brand Index reports</a>.

  • 5. New Zealand

    New Zealand ranks #11 in tourism, #14 in heritage and culture, #17 in business, #9 in quality of life, and #8 in value system, <a href="http://www.futurebrand.com/wp-content/cbi/pdfs/CBI_2012-13.pdf">the Country Brand Index reports</a>.

  • 4. Sweden

    Sweden ranks #14 in tourism, #12 in heritage and culture, #5 in business, #4 in quality of life, and #2 in value system, <a href="http://www.futurebrand.com/wp-content/cbi/pdfs/CBI_2012-13.pdf">the Country Brand Index reports</a>.

  • 3. Japan

    Japan ranks #2 in tourism, #3 in heritage and culture, #3 in business, #8 in quality of life, and #13 in value system, <a href="http://www.futurebrand.com/wp-content/cbi/pdfs/CBI_2012-13.pdf">the Country Brand Index reports</a>.

  • 2. Canada

    Canada ranks #14 in tourism, #12 in heritage and culture, #5 in business, #4 in quality of life, and #2 in value system, <a href="http://www.futurebrand.com/wp-content/cbi/pdfs/CBI_2012-13.pdf">the Country Brand Index reports</a>.

  • 1. Switzerland

    Switzerland ranks #4 in tourism, #4 in heritage and culture, #1 in business, #1 in quality of life, and #1 in value system, <a href="http://www.futurebrand.com/wp-content/cbi/pdfs/CBI_2012-13.pdf">the Country Brand Index reports</a>.