Country Brand

National Post, Tuesday, Nov 11, 2008

Future Brand, a consulting firm based in New York, surveyed 2,700 businesses and leisure travellers to gauge which countries they had visited, which they most wanted to visit and which they would recommend to friends. Participants were also asked how they perceive countries based on criteria such as natural beauty, beaches, environmentalism and friendly locals. The results were used to create the Country Brand Index, a ranking of which countries have done the best job of creating a positive image.

No. 1 ~ Australia
"It's a large country made up of a lot of things - nature, the Great Barrier Reef, Sydney harbour - and they didn't pick any one of those things," wrote the study's author Rina Plapler. "They picked...that it's different in Australia."

No. 2 ~ Canada
Over the past 2 years, Cananda has developed a more "focused" brand, Rina Plapler wrote. "It's a familiar country to people. It's familiar, it's well-liked, it's safe, it's seen as family-oriented."

No. 3 ~ United States
The United States is praised for its "fun spirit" and the range of attractions and shopping. However, the study notes its brand has been tarnished by "its unpopular foreign policy, the war in Iraq and the credit crisis."

No. 4 ~ Italy
Ms. Plapler describes Italy as a "lucky country" that merely needs to market its best-known attributes. "It's blessed with so many things, from its culture and geography to its food, it really sells itself."

No. 5 ~ Switzerland
The Swiss brand is very similar to Canada's , Ms. Plapler wrote. "I don't think there's any sort of worry factor about Switzerland when you go. It allows you to have a tranquil, spa vacation."

No. 6 ~ France
"France has a strong local identity (wine, music, fashion, language, tradition and culture) and the ability to load its brand with emotion: beauty, qualityof life, romance," the report states.

No. 7 ~ New Zealand
Respondents gave top marks for authenticity. "It's seen as a place to explore new terrain, a land of great beauty, of purity, of diversity with the aboriginal culture," Ms Plapler wrote.

No. 8 ~ United Kingdom
A "sold, strong" brand built around the country's history. "It has a lot of music and culture and historical implications. It is also a mix of London and great and beautiful countryside."

No. 9 ~ Japan
The only Asian country to appear on the Top 10, Japan is seen as an "exotic destination". The report states it has a "high brand profile", yet traveller's expectations are always exceeded by the country.

No. 10 ~ Sweden
Scandinavia offers "sleeper" country brands, Ms. Plapler wrote. "I think they are a little more exotic and intriguing than parts of Europe that are more well known, like Italy and France."