Canada has slipped from first place to second in an annual survey of the best country brands.

FutureBrand’s Country Brand Index hands top spot to Switzerland, which took second spot last year. Though the branding consultancy doesn’t directly address why Canada lost top spot, it does note that “Switzerland shows that the cultivation of freedom, tolerance, transparency and environmentalism can put a country’s brand ahead—even in difficult economic times.”

But the more notable change is the rapid decline of the United States, which fell to eighth place from sixth last year, and from first place in 2009.

In the face of successive fiscal crises in both the United States and Europe, the influence and normative values of the West are beginning to lose clout with a global audience,” the FutureBrand report says.

The survey determined countries’ brand strength by surveying more than 3,000 “opinion-formers and frequent international business or leisure travelers,” and broke down their views into more than 20 categories, including political freedom, investment climate and natural beauty. Check out the report for the full breakdown.

The 10 best country brands:

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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>.


Also on HuffPost:

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  • #10 Canada

    <em>Flickr: <a href="http://www.flickr.com/photos/dmealiffe/1245007071/sizes/z/in/photostream/" target="_hplink">dmealiffe</a></em>

  • #9 India

    (Andrew Caballero-Reynolds/AFP/Getty Images)

  • #8 Brazil

    (CHRISTOPHE SIMON/AFP/Getty Images)

  • #7 New Zealand

    <em>Flickr: <a href="http://www.flickr.com/photos/1234abcd/1027751438/sizes/l/in/photostream/" target="_hplink">thinboyfatter</a></em>

  • #6 Italy

    <em>Flickr: <a href="http://www.flickr.com/photos/maartenvanhoof/4856334739/sizes/l/in/photostream/" target="_hplink">Maarten Van Hoof</a></em>

  • #5 U.K.

    <em>Flickr: <a href="http://www.flickr.com/photos/trodel/" target="_hplink">Trodel</a></em>

  • #4 Indonesia

    (SONNY TUMBELAKA/AFP/Getty Images)

  • #3 Turkey

  • #2 Mexico

  • #1 Latvia

  • Tanzania

    <a href="http://www.huffingtonpost.com/social/bonannoa"><img style="float:left;padding-right:6px !important;" src="http://s.huffpost.com/images/profile/user_placeholder.gif" /></a><a href="http://www.huffingtonpost.com/social/bonannoa">bonannoa</a>:<br />Ngorongoro Crater - Hartbeest

  • France, Cassis

    <a href="http://www.huffingtonpost.com/social/fracamai"><img style="float:left;padding-right:6px !important;" src="http://graph.facebook.com/618503/picture?type=square" /></a><a href="http://www.huffingtonpost.com/social/fracamai">fracamai</a>:<br />The Calanques in Cassis, south of France

  • Australia

    <a href="http://www.huffingtonpost.com/social/minervaozz"><img style="float:left;padding-right:6px !important;" src="http://images.huffingtonpost.com/aol_profile_img/3273969.png" /></a><a href="http://www.huffingtonpost.com/social/minervaozz">minervaozz</a>:<br />

  • Krka national park, Croatia

    <a href="http://www.huffingtonpost.com/social/chimayred"><img style="float:left;padding-right:6px !important;" src="http://s.huffpost.com/images/profile/user_placeholder.gif" /></a><a href="http://www.huffingtonpost.com/social/chimayred">chimayred</a>:<br />if you don't put croatia on the list it is because you havent been there!

  • Sunrise in the Marsh

    <a href="http://www.huffingtonpost.com/social/henryt3934"><img style="float:left;padding-right:6px !important;" src="http://i.huffpost.com/profiles/2351285-tiny.png?20111108103241" /></a><a href="http://www.huffingtonpost.com/social/henryt3934">henryt3934</a>:<br />Sunrise in the La Crosse River Marsh. This is right in the middle of the city of La Crosse, WI.

  • North Shore of Lake Superior in Late Summer

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  • View from Wildcat Mountain

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  • Chequamegon Bay of Lake Superior

    <a href="http://www.huffingtonpost.com/social/henryt3934"><img style="float:left;padding-right:6px !important;" src="http://i.huffpost.com/profiles/2351285-tiny.png?20111108103241" /></a><a href="http://www.huffingtonpost.com/social/henryt3934">henryt3934</a>:<br />Chequamegon Bay of Lake Superior from Ashland, Wisconsin. The USA is the most beautiful country!

  • Granddad Bluff in La Crosse, Wisconsin

    <a href="http://www.huffingtonpost.com/social/henryt3934"><img style="float:left;padding-right:6px !important;" src="http://i.huffpost.com/profiles/2351285-tiny.png?20111108103241" /></a><a href="http://www.huffingtonpost.com/social/henryt3934">henryt3934</a>:<br />Granddad Bluff at the east end of Main Street in La Crosse, Wisconsin. The USA is the most beautiful country!

  • Texas Wildflowers

    <a href="http://www.huffingtonpost.com/social/henryt3934"><img style="float:left;padding-right:6px !important;" src="http://i.huffpost.com/profiles/2351285-tiny.png?20111108103241" /></a><a href="http://www.huffingtonpost.com/social/henryt3934">henryt3934</a>:<br />Wildflowers in Rockport, Texas. The USA is the most beautiful country!

  • Kickapoo River Rockface in Wisconsin

    <a href="http://www.huffingtonpost.com/social/henryt3934"><img style="float:left;padding-right:6px !important;" src="http://i.huffpost.com/profiles/2351285-tiny.png?20111108103241" /></a><a href="http://www.huffingtonpost.com/social/henryt3934">henryt3934</a>:<br />Kickapoo River Rockface near Ontario, Wisconsin. The USA is the most beautiful country!

  • St. Croix River, Interstate Park, WI - MN

    <a href="http://www.huffingtonpost.com/social/henryt3934"><img style="float:left;padding-right:6px !important;" src="http://i.huffpost.com/profiles/2351285-tiny.png?20111108103241" /></a><a href="http://www.huffingtonpost.com/social/henryt3934">henryt3934</a>:<br />St. Croix River forming the Wisconsin - Minnesota boundary at Interstate Park, WI - MN. The USA is the most beautiful country!

  • North Shore of Lake Superior at Dusk

    <a href="http://www.huffingtonpost.com/social/henryt3934"><img style="float:left;padding-right:6px !important;" src="http://i.huffpost.com/profiles/2351285-tiny.png?20111108103241" /></a><a href="http://www.huffingtonpost.com/social/henryt3934">henryt3934</a>:<br />North Shore of Lake Superior at Dusk near Two Harbors, Minnesota. The USA is the most beautiful country!

  • Lago Maggiore

    <a href="http://www.huffingtonpost.com/social/tommiegh"><img style="float:left;padding-right:6px !important;" src="http://images.huffingtonpost.com/aol_profile_img/3085785.png" /></a><a href="http://www.huffingtonpost.com/social/tommiegh">tommiegh</a>:<br />Verbano (Lago Maggiore) overlooking Locarno, towards the Italian border.

  • Lake Bled, Slovenia

    <a href="http://www.huffingtonpost.com/social/KatMom4"><img style="float:left;padding-right:6px !important;" src="http://s.huffpost.com/images/profile/user_placeholder.gif" /></a><a href="http://www.huffingtonpost.com/social/KatMom4">KatMom4</a>:<br />

  • Belize

    <a href="http://www.huffingtonpost.com/social/brambles11"><img style="float:left;padding-right:6px !important;" src="http://s.huffpost.com/images/profile/user_placeholder.gif" /></a><a href="http://www.huffingtonpost.com/social/brambles11">brambles11</a>:<br />

  • Israel

    <a href="http://www.huffingtonpost.com/social/Vatkpsmfrmfloppn"><img style="float:left;padding-right:6px !important;" src="http://i.huffpost.com/profiles/2621741-tiny.png?20120120121449" /></a><a href="http://www.huffingtonpost.com/social/Vatkpsmfrmfloppn">Vatkpsmfrmfloppn</a>:<br />Overlooking the Sea of Galilee.

  • Nepal: The Majestic Himalays

    <a href="http://www.huffingtonpost.com/social/krishna1380"><img style="float:left;padding-right:6px !important;" src="http://images.huffingtonpost.com/winlive_profile_img/3277691.png" /></a><a href="http://www.huffingtonpost.com/social/krishna1380">krishna1380</a>:<br />Probably nothing is more enchanting !

  • VICTORIA FALLS

    <a href="http://www.huffingtonpost.com/social/SilentOptions"><img style="float:left;padding-right:6px !important;" src="http://s.huffpost.com/images/profile/user_placeholder.gif" /></a><a href="http://www.huffingtonpost.com/social/SilentOptions">SilentOptions</a>:<br />VICTORIA FALLS Zimbabwe STILL one of the Great Wonders of the World!!!

  • Thailand

    <a href="http://www.huffingtonpost.com/social/juan321"><img style="float:left;padding-right:6px !important;" src="http://s.huffpost.com/images/profile/user_placeholder.gif" /></a><a href="http://www.huffingtonpost.com/social/juan321">juan321</a>:<br />

  • Slovenija

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  • Swat Valley, Pakistan

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  • Colombia

    <a href="http://www.huffingtonpost.com/social/claireyess"><img style="float:left;padding-right:6px !important;" src="http://images.huffingtonpost.com/twitter_profile_img/3886341.png" /></a><a href="http://www.huffingtonpost.com/social/claireyess">claireyess</a>:<br />Colombia, near Armenia, the region where coffee is produced

  • Riomaggiore, Italy

    <a href="http://www.huffingtonpost.com/social/KCALL"><img style="float:left;padding-right:6px !important;" src="http://graph.facebook.com/1228156521/picture?type=square" /></a><a href="http://www.huffingtonpost.com/social/KCALL">KCALL</a>:<br />

  • Lake Louis Alberta Canada

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  • Lake Saif ul Maluk Pakistan

    <a href="http://www.huffingtonpost.com/social/tahreem"><img style="float:left;padding-right:6px !important;" src="http://s.huffpost.com/images/profile/user_placeholder.gif" /></a><a href="http://www.huffingtonpost.com/social/tahreem">tahreem</a>:<br />Lake Saif ul Maluk Pakistan



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  • 10. Austria - $90,158

    Projected per capita GDP, 2050. Numbers are in U.S. dollars and adjusted for purchasing power parity. Source: <a href="http://www.thewealthreport.net/The-Wealth-Report-2012.pdf" target="_hplink">Knight Frank/Citigroup</a>

  • 9. Switzerland - $90,956

    Projected per capita GDP, 2050. Numbers are in U.S. dollars and adjusted for purchasing power parity. Source: <a href="http://www.thewealthreport.net/The-Wealth-Report-2012.pdf" target="_hplink">Knight Frank/Citigroup</a>

  • 8. United Kingdom - $91,130

    Projected per capita GDP, 2050. Numbers are in U.S. dollars and adjusted for purchasing power parity. Source: <a href="http://www.thewealthreport.net/The-Wealth-Report-2012.pdf" target="_hplink">Knight Frank/Citigroup</a>

  • 7. Canada - $96,375

    Projected per capita GDP, 2050. Numbers are in U.S. dollars and adjusted for purchasing power parity. Source: <a href="http://www.thewealthreport.net/The-Wealth-Report-2012.pdf" target="_hplink">Knight Frank/Citigroup</a>

  • 6. Saudi Arabia - $98,311

    Projected per capita GDP, 2050. Numbers are in U.S. dollars and adjusted for purchasing power parity. Source: <a href="http://www.thewealthreport.net/The-Wealth-Report-2012.pdf" target="_hplink">Knight Frank/Citigroup</a>

  • 5. United States - $100,802

    Projected per capita GDP, 2050. Numbers are in U.S. dollars and adjusted for purchasing power parity. Source: <a href="http://www.thewealthreport.net/The-Wealth-Report-2012.pdf" target="_hplink">Knight Frank/Citigroup</a>

  • 4. South Korea - $107,752

    Projected per capita GDP, 2050. Numbers are in U.S. dollars and adjusted for purchasing power parity. Source: <a href="http://www.thewealthreport.net/The-Wealth-Report-2012.pdf" target="_hplink">Knight Frank/Citigroup</a>

  • 3. Taiwan - $114,093

    Projected per capita GDP, 2050. Numbers are in U.S. dollars and adjusted for purchasing power parity. Source: <a href="http://www.thewealthreport.net/The-Wealth-Report-2012.pdf" target="_hplink">Knight Frank/Citigroup</a>

  • 2. Hong Kong - $116,639

    Projected per capita GDP, 2050. Numbers are in U.S. dollars and adjusted for purchasing power parity. Source: <a href="http://www.thewealthreport.net/The-Wealth-Report-2012.pdf" target="_hplink">Knight Frank/Citigroup</a>

  • 1. Singapore - $137,710

    Projected per capita GDP, 2050. Numbers are in U.S. dollars and adjusted for purchasing power parity. Source: <a href="http://www.thewealthreport.net/The-Wealth-Report-2012.pdf" target="_hplink">Knight Frank/Citigroup</a>