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The Country Brand Index for 2012/13 ranked Singapore as the top brand in Southeast Asia, followed by Thailand and Malaysia. The full results are listed below.
However, the report revealed Malaysia as one of the biggest risers in the region, with the country moving up seven places since last year.
FutureBrand attributed Malaysia’s rise in the 2012/13 rankings to significant improvements in political freedom, legal environment, regulatory environment, job opportunities, education and environmental friendliness.
It also saw strong improvements on the history, authenticity, natural beauty and attraction rankings.
Sarah Reiter, CEO FutureBrand Southeast Asia, said Malaysia as a country brand is moving in the right direction.
"Perhaps more exciting is that Malaysia is tipped to not only be one of the ‘Future 15’ but No. 3 in that select group of countries identified as having great potential across a variety of areas,” she said. “As stated in the CBI Report, when it comes to economic reforms, investment and human capital, Malaysia is a state to be mirrored.”
Full results:
| Global rank | Rank within Southeast Asia | |
| Singapore | 14 | 1 |
| Thailand | 26 | 2 |
| Malaysia | 36 | 3 |
| Vietnam | 69 | 4 |
| Indonesia | 78 | 5 |
| Laos | 81 | 6 |
| Cambodia | 87 | 7 |
| The Philippines | 78 | 6 |
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