I hear now and then about China’s “brand,” and finally found a moment to see how the country rates in the Country Brand Index, “a snapshot of the information that FutureBrand has collected from over 1,500 diverse frequent travelers from the Americas, Europe, Asia and the Middle East.” China is rated highly as a place to do business (No. 5), and also rates under Arts & Culture and History. Perhaps most important is that it is No. 1 under the category “Rising Stars.” But I was also pleased to see its high rating as a country where people would like to attend conferences.