New Zealand, FutureBrand and the Country Brand Index

[digbah]

Very nice speech. Lord of the Rings has helped a lot to show the world the New Zealand natural beauty. This is a very positive association. As I was born in Rio de Janeiro, I've noticed a lot of scenes in many movies where crooks fly to Rio to end their careers. Is this association negative (impunity, land of crooks) or positive (maybe the crooks choose Rio because of the beaches, beautiful women, tropical climate)?