When you hear the word 'brand', you probably picture clothing rather than countries. But there's no denying that some nations have a more desirable image than others. Market research firm GFK has assessed 50 places on the strength of their brand, based on factors including people, governance, exports, culture & heritage, and investment & immigration. We take a look at the nations that made the top 10.

Sweden manages its national brand very carefully, capitalising on a reputation for Scandi cool. It's also seen as a particularly fair, tolerant society, with a very high quality of life and a commitment to global issues such as the environment.

Sweden's capital Stockholm blends old and new, from the 13th-century Storkyrkan Cathedral to the new residential eco-districts. Spread across 14 islands, the city is one of the most economically successful regions in Europe.

Australia makes number nine in the best brand list mainly for its people, who are seen as some of the most friendly in the world. It also scores highly for its competent government; and we think that natural attractions like the Great Barrier Reef, Uluru and kangaroos can't do any harm to its reputation either.

Sydney Harbour is one of the most iconic cityscapes in the world, and the opera house that overlooks it has been described 'one of the indisputable masterpieces of human creativity'. Not only is it one of the most famous performing arts venues in the world, it's become a tourist destination in its own right.

Switzerland is perceived by the rest of the world as being the best-governed country after Canada. The Alpine nation also scores highly for its ability to attract immigrants and investment, thanks to its high quality of life and efficient business environment.

Zurich is regularly described as one of the best cities to live in, popular with ex-pats for its safety, efficiency and beautiful surroundings. Home to many banks and financial institutions, it's also an extremely wealthy city.

Italy is seen as the top country for tourism in the GFK survey, and it's not hard to see why: great food, beautiful climate and landscapes, and more history than you can shake a stick at. Unsurprisingly, the country also scores highly for its culture and friendly people.

2017 was a record-breaking year for Italian tourism, with 50 million visitors and €200 billion ($248 billion/£175 billion) in revenue. Thanks to sights such as the Uffizi Gallery and the Ponte Vecchio, Florence, capital of lovely Tuscany, gets more than its fair share of visitors.

The US has plummeted from first to sixth place this year and the reason appears to be the election of Donald Trump. It ranks second for culture and exports, but is now seen as being rather poorly governed. Interestingly, though, Americans themselves are more positive about their country than they were last year.

Instantly recognisable from thousands of movies, New York is home to some of the US's most iconic signts, including the Empire State Building and the Statue of Liberty. The city that never sleeps is also known for its fantastic cultural life and go-getting people.

Japan is now seen more positively by the rest of the world than at any time in the last 10 years, and now stands equal with Canada. The main reasons are its exports and its ability to attract immigration and investment, but it scores highly for culture and the quality of its government too.

Japan is a land of extremes, from the bustling high-tech cities of Tokyo and Osaka to historic and cultural traditions dating back centuries. Expats say the standard of living is high and health care and educational facilities are good. Unfortunately, it's an expensive place to live.

Canada scores highly as an international brand for all the reasons you'd expect: it comes top for governance, people, immigration and investment. People worldwide said they'd want Canadians as close friends, and the country's seen as having a very high quality of life.

Think of Canada, and it's probably mountains, lakes and vast forests that first come to mind. But the country is also known for its tolerant people and cosmopolitan vibe. Vancouver, on Canada's west coast and surrounded by mountains, is often described as one of the best cities in the world for quality of life.

The UK's reputation has improved a little, after dropping following the Brexit vote. It's in the top five countries for exports, culture, tourism and immigration-investment, and opinion on how its government has improved. Meanwhile, tourists say they love the UK's vibrant city life and urban attractions, as well as its historic buildings and monuments.

The UK scores highly as a nation that people would like to visit if they had the money, and was seventh in the list for cultural heritage. It's one of the world's most popular tourist destinations, from London's major historic sights to Scotland's stunning scenery.

In second place for the first time since 2009, France ranks number one for culture – and also scores highly for the quality of its government, presumably thanks to the election of president Emmanuel Macron last year. It's probably no surprise to discover that this foodie's paradise is the most visited country in the world.

France scores second in the survey for tourism, with Paris seen as one of the most romantic destinations in the world. But the country's Mediterranean coast is also a big draw. Nice, the capital of the Côte d'Azur, oozes glamour and style and has attracted the rich and famous for more than a century.

With the US dropping down the rankings, Germany takes the crown as the nation with the most powerful international brand. It does well in every category, with the world's highest quality of life and strongest economy; only Americans place it outside the top ten.

With a great work-life balance, welcoming people and a thriving economy, it's easy to see why Germany earns its top place in the national brand rankings. The only category in which the country doesn't make the top five is tourism.