US named world’s top country brand
The United States has been named the world’s top country brand for the first time in the fifth annual Country Brand Index (CBI).
The US rises from third spot in 2008. Canada, host to the 2010 Winter Olympics, held on to the second ranking as Australia slipped from first to third. Other countries making the top 10 of the global 2009 CBI study include New Zealand, France, and Italy.
CBI is a comprehensive study of approximately 3,000 international business and leisure travelers from nine countries. It examines how countries are branded and ranked, and identifies emerging global trends in the world’s fastest growing economic sector – travel and tourism, which accounted for US$944bn in international tourism receipts in 2008.
The full ranking for 2009 is:
1. United States 6. Italy
2. Canada 7. Japan
3. Australia 8. United Kingdom
4. New Zealand 9. Germany
5. France 10. Spain
Rina Plapler, senior executive director, of FutureBrand, commented: “This is the fifth year we have been able to continue to innovate around country brand thinking, methodology and findings. This category remains one with tremendous potential not only for tourism but investment, trade and policy. Even with the global economic circumstances facing many nations, the need to maximize opportunity and present a cohesive identity is critical.”
Rene Mack, president of Weber Shandwick’s Travel & Lifestyle Global Practice said: “It is interesting to note that America has risen to the number one country brand this year. It’s logical to assume that the shift in the political climate and renewed optimism surrounding the election of President Obama was a key influencer in the US topping the list.
“It will be very interesting to see the U.S.’s performance next year and understand if this was a halo effect of a new president, or if the country can actually capitalize on this opportunity to better create a strong brand.”
This year’s CBI also touches on a variety of topics relevant to travelers and tourism professionals including: how small nations can compete with much larger countries; the different ways destinations can communicate value; and the year’s best and worst country brand marketing. Other notable topics focus on the use of social media in country branding and how icons, national companies and sports drive the development of country brand image.
The following are highlights from this year’s Country Brand Index, listing the top five countries in rank order for each category:
Best Country Brand United States, Singapore, Japan, Germany, Canada
Ideal for Business
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Best Country Brand Australia, Japan, Italy, United States,
to Extend a New Zealand
Business Trip
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Best Country Brand Italy, France, India, Japan, Greece
for Art & Culture
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Best Country Brand Japan, India, Peru, Cambodia, Bhutan
for Authenticity
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Best Country Brand Tahiti, Bermuda, Aruba, Barbados, Bahamas
for Beach
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Best Country Brand Canada, Australia, United States, New Zealand,
for Families Portugal
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Best Country Brand Egypt, India, Peru, Israel, Italy
for History
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Best Country Brand Canada, Tahiti, Bahamas, United States, Mexico
for Resort &
Lodging Options
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Best Country Brand Tahiti, Costa Rica, Canada, New Zealand, Fiji
for Natural Beauty
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Best Country Brand Japan, United Kingdom, United States, Brazil,
for Nightlife Thailand
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Best Country Brand France, Italy, Japan, Argentina, Singapore
for Fine Dining
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Best Country Brand Australia, New Zealand, Costa Rica, Canada,
for Outdoor Aruba
Activities & Sports
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Best Country Brand Tahiti, Barbados, Aruba, Fiji, Bahamas
for Rest &
Relaxation
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Best Country Brand Canada, Germany, Japan, New Zealand, Bermuda
for Safety
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Best Country Brand Singapore, United States, Japan, UAE,
for Shopping United Kingdom
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Best Country Brand India, Mexico, Thailand, Vietnam, Bulgaria
for Value for Money
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Best Country Brand Canada, Australia, New Zealand, Switzerland,
You Would Most Like United States
to Live In
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Best Country Brand Germany, Ireland, Canada, Singapore, Bermuda
for Ease of Travel
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Best Country Brand Germany, Canada, Japan, Finland, Singapore
for Standard of
Living
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Best Country Brand Canada, Germany, Australia, United Kingdom,
for Political New Zealand
Freedom
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Best Country Brand Japan, Germany, United States, Singapore,
for Advanced United Kingdom
Technology
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Best Country Brand Japan, United States, Germany, Finland,
for Quality Products Switzerland
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Best Country Brand Finland, Germany, Canada, New Zealand, Iceland
for Environmentalism
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Best Country Brand Fiji, Ireland, Aruba, Thailand, Bermuda
for Friendly Locals
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Best Country Brand Singapore, United States, Canada,
Easiest to Do United Kingdom, Germany
Business In
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Best Country Brand Japan, Germany, Singapore, United States,
for Conferences United Kingdom
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Best New Country for Japan, United States, United Kingdom, India,
Business Singapore
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Best Country Brand Australia, New Zealand, Maldives, Tahiti,
You Desire to Visit United States
/ Visit Again
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Rising Stars
CBI also identified the United Arab Emirates (UAE), China, and Vietnam, respectively, as the top three “rising stars” – those likely to become major tourist destinations in the next five years. Also making the list this year are Croatia, South Africa, and India.