Abstract: The last two years highlight the dominant role of research dedicated to calculate the Country Brand Index (CBI) and Digital Country Index (DCI). The question is why is there a growing importance of these indicators. In response there are selected multiple reasons and objectives for the completion of the national identity of countries, so as to create innovative climate, growth investment opportunities, to attract international events, to promote tourism strengthening the state through a presentation to foreign media, growth of exports, for integration in the global and regional production and more. The successful achievement of these objectives requires such research so as to have the necessary resources. For these reasons, there are raised a sufficient number of specialized news agencies - companies for this purpose (Anholt - GfK, Roper, Future Brands, Brand Finance, Reputation Institute, Bloom Consulting), then, highly qualified specialists for the implementation of research, and creating good communication between public institutions and specialized companies that need to produce quality information. Professor Simon Anholt, from the University in the UK is the creator and a developer of the concept of the Country Brand Index. Countries in West Balkan today have big challenges. They are still a key element for stability of the region and whole of Europe. Data from the ranking of Brand index for the countries in Western Balkans, including Macedonia, Serbia, Bosnia&Herzegovina, Montenegro, Slovenia and Croatia, should contribute to improve the position of these countries in future, primarily for getting a strong perception in attracting investments as attractive tourist destinations.
Keywords: country brand index, digital country index, quality life, tourism, investment