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2009 CBI Top Country Brands
1. United States 6. Italy
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2. Canada 7. Japan
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3. Australia 8. United Kingdom
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4. New Zealand 9. Germany
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5. France 10. Spain
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This year's index, conducted by FutureBrand, a leading global brand consultancy, in conjunction with public relations firm Weber Shandwick's Global Travel & Lifestyle Practice, includes rankings and trends, themes in nation building and marketing issues, as well as more in-depth analysis of the strengths and weaknesses of the Top 10 country brands and a look at the "Next 10," those top country brands ranking 11-20. Additionally, research was expanded to cover 102 country brands, which allowed a breakdown of regional rankings to be included. Other new topics include: the political and economic sides of country branding; discrepancies between perception and reality of a country brand; and "A New Focus on Value," which speaks to one of the chief motivators in travel and tourism this year (visit http://www.futurebrand.com/cbi for complete results).
"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," said Rina Plapler, senior executive director, FutureBrand.
"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 U.S. topping the list," said Rene A. Mack, president, Weber Shandwick's Travel & Lifestyle Global Practice. "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:
2009 Country Brand Index Ranking Highlights
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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The 2009 Country Brand Index reports a number of emerging trends in travel and tourism that include:
-- Value-Oriented Mindset - The global economic downturn has led consumers
to think about travel from a financial standpoint and make decisions
accordingly. The concept of value, as defined by more for less,
continues to flourish in this environment. Whatever type of vacation
travelers are able to afford, whether this be basic or luxury
accommodations, consumers expect a bargain. Consumers are thinking like
financial analysts in choosing destinations and properties that are
undervalued and booking trips that allow them to maintain the style they
were accustomed to in boom times.
-- Attitudes Towards Travel Planning - With the plethora of last-minute
travel bargains and new internet tools allowing for instant bargain
bookings, there is a growing divide between those favoring impromptu
trips and others prone to careful organization and advanced planning to
account for more meaningful and structured travel experiences. This
being true, the study also finds that even in the downturn, must-do
travel--whether attending a milestone event like a wedding or taking an
event-driven trip like attending the Super Bowl to support a local
team--still persists. Additionally, semi-permanent and open road trips
are also aspects of the travel landscape that are expanding as
technology permits passengers to plan on the go and hotels largely have
vacancies and thus the ability to accommodate travelers at the last
minute.
-- The Mystery of Authenticity - The importance of authenticity is
well-known -- but the differing attitudes toward and different
definitions of the idea mean that there is some discrepancy on why some
destinations are thriving and other travel experiences are reinventing
the concept. Below are four trends emerging from this larger
conversation:
-- Synthetic Destinations - Destinations conscious of "classic" places
of the past--like Paris, Rome and London--are desperate for a piece
of this tourism business and are subsequently planning and buying
their ways onto the map by upgrading infrastructure and building
attractions to build the number of foreign visitors and investors.
Examples of new synthetic destinations include United Arab Emirates'
man-made islands and Qatar's Museum of Islamic Arts.
-- Fauxthentic Travel - Travelers looking for authentic experiences yet
would prefer not to put in the leg work and expense are turning to
"faux authentic" hotels and tours for a simulated experience
replicating the originals. Some travel to the Mayan Temple at
Atlantis Paradise Island, Bahamas and take gondola rides at The
Venetian Las Vegas to have "real" experiences from afar, while
others pretend to rough it in luxury "tents" at places like the
Molori Safari Lodge in South Africa while guides give them a real
taste of the destination.
-- Tomorrow's Hidden Jewels - For those constantly seeking out the next
destination untouched by tourism, an authentic travel experience is
an off-the-beaten path adventure. Destinations such as Croatia and
Thailand used to top the list of uncharted spots, but the study
predicts Azerbaijan, Ghana and the Balkans will be next to hit
adventure seekers' radars.
-- Cradles of Civilization - Though many of the world's most historic
places are currently immersed in civil unrest, making them unsafe
for most visitors, this study predicts an upsurge in visitors to
these cradles of civilization as the zones become safer. Examples
are the Fertile Crescent in Iraq, the Indus Valley in Pakistan and
the ancient kingdoms of Mali and Songhai in modern-day Mali and
Niger.
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.
Study Methodology
FutureBrand has developed a three-tiered system for examining and ranking country brands. The Country Brand Index incorporates global quantitative research, expert opinions, and relevant secondary sources for statistics that link brand equity to assets, growth and expansion. The result is a unique evaluation system that provides the basis of our rankings and insights about the complexities and dynamics of country brands. The 2009 survey tracks the perceptions of approximately 3,000 international business and leisure travelers from nine countries--the US, the UK, China, Australia, Japan, Brazil, UAE, Germany and Russia. Participants were screened to include frequent international travelers (who travel internationally more than once a year) between the ages of 21 and 65, with a balanced split between men and women. Respondent perceptions of 102 country brands were quantified through questions about behavior around destination selection; country associations across an array of 29 image attributes; and overall awareness, familiarity, past visits, intent to visit, and willingness to recommend destinations to others. Survey results were aggregated and weighted in proportion to regional volume of travel consumption. This was done in order to minimize potential bias around preferred locations from respondents from regions that may have been over-represented in the sample. Our 2009 expert panel consists of 47 travel, tourism and hospitality professionals who are not associated with one specific destination.
About Weber Shandwick
Weber Shandwick is a leading global public relations agency with offices in 77 markets around the world. The firm's success is built on its deep commitment to client service, creativity, collaboration and harnessing the power of Advocates - engaging stakeholders in new and creative ways to build brands and reputation. Weber Shandwick provides strategy and execution across practices such as consumer marketing, healthcare, technology, public affairs, corporate/financial and crisis management. Its specialized services include digital/social media, advocacy advertising, market research, and corporate responsibility. Weber Shandwick was recognized as PRWeek's 2009 Global Agency Report Card Gold Medal Winner, named Global Agency of the Year by The Holmes Report and Large PR Firm of the Year by PR News in 2008. The firm also won the United Nations Grand Award for Outstanding Achievement in Public Relations for a lifestyles educational campaign in India. Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For more information, visit http://www.webershandwick.com.
About FutureBrand
FutureBrand (www.futurebrand.com), part of the Interpublic Group of Companies, Inc. (NYSE: IPG), is a leading brand consultancy within IPG that commands a global presence spanning 24 major cities around the world. Partnering with the world's leading companies, FutureBrand helps its clients to develop profitable brands both today and into the future. Offering a full range of services from consumer branding and corporate identity, to brand identity, brand management and beyond, FutureBrand works with clients to measure and increase brand value, define breakthrough brand strategies and create powerful brand experiences. Clients include ArcelorMittal, P&G, Microsoft, Dubai World, Intel, Barclays Premier, Nokia, Nestle, MasterCard, UPS and Unilever.
Contacts:
Erin Burden Rina Plapler
Weber Shandwick FutureBrand
212-445-8164 212-931-6443
eburden@webershandwick.com rplapler@futurebrand.com
SOURCE Weber Shandwick Worldwide
http://www.webershandwick.com
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