- Canada Holds on to Second Spot and Australia Slips to Number
Three - - Global Study Expanded to Cover Regional Rankings
Including Asia Pacific, Sub-Sahara Africa and the Americas -
LONDON, Nov. 6 /PRNewswire/ -- The United States earned the coveted
spot as the world's top country brand for the first time in the
fifth annual Country Brand Index (CBI), rising from the third spot
in 2008. Canada, host to the 2010 Winter Olympics, held on to the
second ranking as Australia, always a perennial favorite, slipped
from the premier ranking to number three. 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$944
billion in international tourism receipts in 2008. 2009 CBI Top
Country Brands 1. United States 6. Italy -- ------------- -- -----
2. Canada 7. Japan -- ------ -- ----- 3. Australia 8. United
Kingdom -- --------- -- -------------- 4. New Zealand 9. Germany --
----------- -- ------- 5. France 10. Spain -- ------ --- ----- 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
---------------------
------------------------------------------------ Best Country Brand
Australia, Japan, Italy, United States, to Extend a New Zealand
Business Trip ---------------------
------------------------------------------------ Best Country Brand
Italy, France, India, Japan, Greece for Art & Culture
---------------------
------------------------------------------------ Best Country Brand
Japan, India, Peru, Cambodia, Bhutan for Authenticity
---------------------
------------------------------------------------ Best Country Brand
Tahiti, Bermuda, Aruba, Barbados, Bahamas for Beach
---------------------
------------------------------------------------ Best Country Brand
Canada, Australia, United States, New Zealand, for Families
Portugal ---------------------
------------------------------------------------ Best Country Brand
Egypt, India, Peru, Israel, Italy for History ---------------------
------------------------------------------------ Best Country Brand
Canada, Tahiti, Bahamas, United States, Mexico for Resort &
Lodging Options ---------------------
------------------------------------------------ Best Country Brand
Tahiti, Costa Rica, Canada, New Zealand, Fiji for Natural Beauty
---------------------
------------------------------------------------ Best Country Brand
Japan, United Kingdom, United States, Brazil, for Nightlife
Thailand ---------------------
------------------------------------------------ Best Country Brand
France, Italy, Japan, Argentina, Singapore for Fine Dining
---------------------
------------------------------------------------ Best Country Brand
Australia, New Zealand, Costa Rica, Canada, for Outdoor Aruba
Activities & Sports ---------------------
------------------------------------------------ Best Country Brand
Tahiti, Barbados, Aruba, Fiji, Bahamas for Rest & Relaxation
---------------------
------------------------------------------------ Best Country Brand
Canada, Germany, Japan, New Zealand, Bermuda for Safety
---------------------
------------------------------------------------ Best Country Brand
Singapore, United States, Japan, UAE, for Shopping United Kingdom
---------------------
------------------------------------------------ Best Country Brand
India, Mexico, Thailand, Vietnam, Bulgaria for Value for Money
---------------------
------------------------------------------------ Best Country Brand
Canada, Australia, New Zealand, Switzerland, You Would Most Like
United States to Live In ---------------------
------------------------------------------------ Best Country Brand
Germany, Ireland, Canada, Singapore, Bermuda for Ease of Travel
---------------------
------------------------------------------------ Best Country Brand
Germany, Canada, Japan, Finland, Singapore for Standard of Living
---------------------
------------------------------------------------ Best Country Brand
Canada, Germany, Australia, United Kingdom, for Political New
Zealand Freedom ---------------------
------------------------------------------------ Best Country Brand
Japan, Germany, United States, Singapore, for Advanced United
Kingdom Technology ---------------------
------------------------------------------------ Best Country Brand
Japan, United States, Germany, Finland, for Quality Products
Switzerland ---------------------
------------------------------------------------- Best Country
Brand Finland, Germany, Canada, New Zealand, Iceland for
Environmentalism ---------------------
------------------------------------------------ Best Country Brand
Fiji, Ireland, Aruba, Thailand, Bermuda for Friendly Locals
---------------------
------------------------------------------------ Best Country Brand
Singapore, United States, Canada, Easiest to Do United Kingdom,
Germany Business In ---------------------
------------------------------------------------ Best Country Brand
Japan, Germany, Singapore, United States, for Conferences United
Kingdom ---------------------
------------------------------------------------ Best New Country
for Japan, United States, United Kingdom, India, Business Singapore
---------------------
------------------------------------------------ Best Country Brand
Australia, New Zealand, Maldives, Tahiti, You Desire to Visit
United States / Visit Again ---------------------
------------------------------------------------ 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 (http://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 DATASOURCE: Weber Shandwick Worldwide
CONTACT: Erin Burden, Weber Shandwick, +1-212-445-8164, ; or Rina
Plapler, FutureBrand, +1-212-931-6443, Web Site:
http://www.webershandwick.com/
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