country branding index 2009 with luis francisco

2009 COUNTRY BRAND INDEX

COUNTRY BRAND INDEX 2009 1

Why Country Brands MatterFor the past five years, FutureBrand has rallied around the idea that countries have the potential to become some of the

world’s strongest brands, rivaling Nike, Sony and IBM. We have documented how well-branded countries can better promote

economic value and export products; attract inbound investment, tourists and talent; redress stereotypes or clichés and build

competitive advantage. All this remains true. We also see new and innovative ways countries are promoting themselves:

using global sports to showcase a nation, creating strong and groundbreaking environmental policies and approaches,

electing powerful leaders who inspire global goodwill, and creating icons of culture and the arts.


There are some who say that marketing alone cannot build a country brand and that a strong country brand requires a solid

foundation of infrastructure, a stable economy and a secure government. While this is true to some extent, we have certainly all

witnessed the powerful role marketing can play in advancing a nation, from its capacity to shift perceptions or introduce a

new country to the world to its ability to communicate a destination’s focus or superior export. The UAE is a good example of a

visionary nation that was able to successfully promote itself while much of its infrastructure and attractions were nowhere

near complete. By aggressively identifying itself as a country filled with icons of wonder, luxury accommodations and modern

conveniences amid a cosmopolitan Middle Eastern atmosphere, the UAE was effectively able to capture the attention of global

tourists and investors. The brand and the nation were built concurrently. This is one small example of a nation we at FutureBrand

are quite familiar with, having worked extensively with the government to brand The Palm and The World. It demonstrates

how a powerful country brand, at its best, can stimulate interest, drive behavior and create advocates. We strongly encourage

all countries to carefully consider how they market themselves and to candidly assess if they are communicating effectively

and with true and relevant messages.

Why Country Brands Matter continued


FutureBrand PhilosophyTrue to our name, FutureBrand is about creating new standards of excellence. We build futurebrands that develop new businesses,

reshape business models and reframe opportunities. They also help establish lasting value, forge an emotional bond and deliver

measureable results. As a company that thinks ahead to stay ahead, FutureBrand embraces the possibility and potential

tomorrow brings, ensuring that our clients’ brands are created and designed to stand the test of time. We have been pioneers

in country branding for the past 10 years, working with Mexico, Singapore, Australia, St. Lucia and Qatar, to name a few,

as well as shaping a number of country branded export products and helping to brand several cities, regions and country icons.

OUR APPROACH: ARE YOU A FUTUREBRAND?

Creating a futurebrand requires global insight, marketplace expertise, best-in-breed disciplines and category superiority.

Two tools we use to help us develop strong country brands are our Country Brand Framework and Hierarchical Decision Model.

COUNTRY BRAND METHODOLOGIES

Identifying important considerations from essentials to essence and

assessing a country’s performance today gives us insight into its potential

for tomorrow. A country needs to capitalize on its mix of features to succeed,

and our Country Brand Framework allows consideration of both a nation’s

tangible and intangible factors. We look at a range of assets, from governance

and infrastructure to culture and ethos, as well as the shifting dynamics

of the future (e.g., population changes, spending patterns, macro- and

microeconomic factors) to uncover underleveraged opportunities and

overleveraged liabilities. Being a futurebrand means promoting all your

strengths and determining how to overcome and address key weaknesses.

We use the Hierarchical Decision Model to identify a country brand’s

maturity; specifically, to determine how key audiences (residents, investors,

tourists, foreign governments) relate to the brand on a continuum from

awareness to advocacy. The insights this model provides enable us to

consider how well developed the brand is and to identify areas of need to

ensure that we address the right challenges. It is also an effective tracking

tool to gauge progress and to measure how the country is performing.

Creating futurebrands requires understanding a situation well enough

to craft a strategic solution and having the tools to track its efficacy

and progress.

DECISION MODELFRAMEwORk


YEAR IN REVIEw 6. 2009 Top Country Brand Rankings

7. Leaders at a Glance

9. News & Noteworthy

10. Emerging Trends

13. Future Trends, Tourism and Country Branding

14. 2009 Experts

16. Views from the Experts

2009 DIAGNOSTICS21. Assessing Brand Strength of the Top 10

Country Brands

25. Top 10 Country Brand Weaknesses

27. The Next 10

28. Rising and Falling Country Brands

Overview

THEMES IN NATION BUILDING30. Beyond Tourism: The Political and Economic

Sides of Country Branding

32. The Obamification of Brand USA

34. Country Brands Influenced by National Companies

36. The Gap Between Perception and Reality

42. Country Brand Framework Analysis:

Aruba and St. Lucia

45. The World’s Worst Country Brand

47. How Sports Accelerate Country Brand Development

49. The Olympic Effect on Brand China: A Follow Up

ISSUES IN COUNTRY BRAND MARkETING53. A New Focus on Value

55. Smaller Destinations Offering Big Value:

The Next Wave of Country Brands?

57. The Impact of Icons on Country Brand Image

60. Revisiting Dangerous Travel

62. Country Branding and Social Media

RANkINGS65. Regional

73. Detailed

This year’s Country Brand Index, our fifth annual study, has increased its scope to examine 102 country brands. This breadth

enables a study of nations on both an overall basis and within their respective geographic regions. Looking at a more diverse range

of countries broadens our perspective, so we can better uncover the opportunities and challenges of this category and offer insight

for countries of virtually any size or circumstance. This is particularly relevant in 2009, given the many effects of the global

economic downturn.

The result is our most comprehensive Index to date. Our intent is for the following pages to stimulate new thinking, lively debate,

and a richer appreciation of country brands, a category we continue to feel has tremendous and untapped potential.

Year In Review

COUNTRY BRAND INDEX 2009

6. 2009 Top Country Brand Rankings

7. Leaders at a Glance

9. News & Noteworthy

10. Emerging Trends

13. Future Trends, Tourism and Country Branding

14. 2009 Experts

16. Views from the Experts

COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 6

01 USA02 CANADA 03 AUSTRALIA04 NEw ZEALAND 05 FRANCE06 ITALY07 JAPAN08 Uk09 GERMANY 10 SPAIN

2009 Top Country Brand Rankings


USA

Leaders at a Glance1 2

CANADA3

NEw ZEALAND FRANCE4

AUSTRALIA5

POPULATION:307,212,123

GDP:$14.3 trillion

GDP COMPOSITION:Services: 79.6%Industry: 19.2%

Agriculture: 1.2%

SIZE:3,794,083 sq. miles

AIRPORTS:15,095

TRAVEL & TOURISM % OFGOVERNMENT EXPENDITURE:

5.2%

TRAVEL & TOURISM GROwTH:-4.2%

TRAVEL & TOURISM INDUSTRY % OF GDP:

9.5%


GDP:$1.3 trillion


Agriculture: 2.0%


AIRPORTS:1,388


4.1%

TRAVEL & TOURISM GROwTH:-2.0%


8.7%


GDP:$800.2 billion


Agriculture: 3.4%


AIRPORTS:464


3.7%

TRAVEL & TOURISM GROwTH: -2.6%


10.2%


GDP:$116.7 billion


Agriculture: 4.4%

SIZE:103,738 sq. miles

AIRPORTS: 120


3.2%

TRAVEL & TOURISM GROwTH: 5.3%


13.2%


GDP:$2.1 trillion


Agriculture: 2.0%


AIRPORTS: 475


3.0%



10.2%

EXPERTS SAY: “The United States had a tattered brand two years ago, and now it is back on track. The “Obama factor” has reminded us of the resilience and positive attitude of the American people.”

EXPERTS SAY: “Canada continues to do an exceptional job with its branding. Using all the country has to offer, it promotes the experience of adventure, friendly people, diverse culture and beautiful landscapes.”

EXPERTS SAY: “Australia is a large country with a unique and diverse set of assets that have been well packaged in the country’s vibrant branding efforts and marketing materials.”

EXPERTS SAY: “New Zealand’s ‘100% Pure’ brand campaign is consistently well managed, and is very effectively delivered both through the tourist experience and in products the country has on offer.”

EXPERTS SAY: “From the fashion of Paris and the romance of Provence to the serenity of Burgundy—France maintains a consistent brand image that continues to lure travelers from all over the world.”

The following chart details key facts of the Top 10 country brands for the past year1


ITALY JAPAN Uk GERMANY SPAIN6 7 8 9 10


GDP:$1.8 trillion


Agriculture: 2.0%


AIRPORTS: 132


3.6%



9.6%


GDP:$4.3 trillion


Agriculture: 1.5%


AIRPORTS: 176


4.2%



9.1%


GDP:$2.3 trillion


Agriculture: 1.3%


AIRPORTS: 506


2.8%



9.4%


GDP:$2.9 trillion


Agriculture: 0.9%


AIRPORTS: 550


2.0%



7.9%


GDP:$1.4 trillion


Agriculture: 3.4%


AIRPORTS: 153


6.5%



16.3%

EXPERTS SAY: “Italy markets the very best of itself well: the cradle of gourmet cuisine and art, the romance of Venice, the history of Rome, the art and culture of Florence, the exclusivity of the south and even the beauty of its people.”

EXPERTS SAY: “Despite some tough economic times, Japan remains one of the global leaders in manufacturing, technology and business. The country also does an excellent job of packaging its distinctive cultural offerings.”

EXPERTS SAY: “For its culture and charm, history and diversity, business strength and diplomatic acumen, the UK stands as one of the most visible and admired country brands in the world.”

EXPERTS SAY: “Brand Germany differentiates itself from other European countries by promoting an image based on having trendy, cutting-edge cities, and this positioning is helping the country to attract a growing number of tourists.”

EXPERTS SAY: “Spain has already built a powerful name globally—its branding is impressive and is characterized by an ability to quickly adapt to the changing habits of new tourists while still embodying the Spanish way of living and the country’s rich cultural diversity.”

Leaders at a Glance continued


News & Noteworthyin global GDP was reported, a slowdown from the 4%

average growth in global economic output experienced

from 2000 to 2007.2

in global FDI inflows, from a high of $2.0 trillion in 2007

to $1.7 trillion in 2008, when developing and transition

economies increased their share of FDI by 43%,

primarily at the expense of developed nations.3

in economic activity is forecast for the Travel

& Tourism industry, equivalent to 9.4% of the global

GDP, and more than 219,810,000 jobs, or 7.6% of

total employment.4

is estimated for the Travel & Tourism Economy in 2009.

After four years of growth averaging 3.6% per annum,

GDP growth for the industry slowed to just 1.0% in 2008.

A third difficult year is now forecast for 2010, with the

Travel & Tourism economy expected to expand by only 0.3%.5

international tourist arrivals for 2008. A total 2% growth

compared to 2007 resulted from a 5% increase during

the first half of the year and a 1% decline in the second

half of the year, compared to the same periods in 2007.6

in real GDP is projected on an average annual basis for

the global Travel & Tourism Economy over the next 10

years. Following an expected 3.5% decline in 2009,

the industry expansion will add 56 million new Travel

& Tourism jobs worldwide during the next decade.7

$3.0 TRILLION

INTERNATIONAL TOURIST ARRIVALS FROM JANUARY THROUGH

APRIL OF 2009. THIS FIGURE IS AN 8.2% DECLINE COMPARED

wITH THE SAME PERIOD IN 2008.10

IN FDI INFLOwS IS PROJECTED FOR 2009, A 29% REDUCTION

FROM 2008. MODEST 17% GROwTH IS PROJECTED FOR 2010,

wHICH SHOULD ACCELERATE TO 29% GROwTH IN 2011.9

PROJECTED GROwTH IN GLOBAL GDP FOR 2009.8

ESTIMATED EXPENDITURES FOR TOTAL wORLD PERSONAL

TRAVEL AND TOURISM IN 2009, wITH BUSINESS TRAVEL

ACCOUNTING FOR AN ADDITIONAL $745 BILLION.11 THESE

FIGURES REPRESENT ANNUAL DECLINES OF 6.3% AND

11.6%, RESPECTIVELY.

247 MILLION

$1.2 TRILLION

NEAR ZERO

$5.5

14%

TRILLION

GROWTH

DECLINE

DECLINE

GROWTH

3.3%

3.4%

4%

924MILLION


Emerging TrendsAs part of living up to our name, FutureBrand has continued to track travel and tourism trends. In this collection are trends

that are beginning to emerge as well as others that are further off in the future. They center on three themes: value, planning

and authenticity.

The global economic downturn of 2009 has precipitated a financially

driven way of thinking that is affecting how trips are planned and

inspiring the launch of interesting new products. Through it all, though,

the pure concept of value as more for less continues to flourish.

THE PEOPLE’S RIGHT TO GOOD DEALSWhatever type of vacation they are able to afford, consumers expect a

bargain, and travel and hospitality providers are responding by providing

more bang for the buck. Airline fares are down dramatically12 and hotels

from two-star to five-star are offering discounts, packages or flight credits

to entice travelers unwilling to pull the trigger without feeling they’re

getting a deal. More the result of a temporary opportunity to capitalize on

the weak travel climate, this mentality isn’t likely to create a permanent

power shift.

THE ECONOMIST’S APPROACH TO TRAVEL The current economy has many thinking like financial analysts, asking

questions like “Which destinations or properties are undervalued?”

“Where can I buy a vacation home that will appreciate in price?” and

A Value-Oriented Mindset

“Where is the exchange rate favorable?” It is clear that many people

are treating vacation purchases as investments. This attitude demands

labor-intensive efforts such as watching real estate indices, monitoring

corporate news to profit from sales that accompany territory expansions,

and being vigilant to avoid losing frequent flyer miles to mergers. Born of

recession, these behaviors could shape decision making in a lasting way.13

VALUE REINVENTEDMany travelers have developed discerning tastes during boom times that

have them seeking solutions beyond the traditional two-star hotel to save

money on vacations. Some purchase used RVs and take their food and

lodging with them. Others save to splurge, flying with a low-cost carrier but

spending on first-class activities once they arrive.14 Still others are looking

for high-style budget accommodations, and the industry is answering

consumers’ calls with innovative properties like the Yotels inside the

terminals at Schiphol and Heathrow airports (capsule hotels offering

“as much fun in seven square meters as you’d find in most four-star

hotels”)15 and the Jane Hotel in New York (trendy bar scene-type

atmosphere but lacking en suite toilets).

A Value-oriented Mindset


Emerging Trends continued

Current preferences are divided between those that favor impromptu

travel and those that prefer careful organization. Some impulse holidays

celebrate the liberty that technology brings, but current lifestyles often

dictate that advance preparation is required to experience travel at its

most meaningful.

MUST-DO TRAVEL Even in the downturn, people are taking trips centered on events that

are impossible to postpone. Destination weddings are the fastest-growing

segment in the category,16 and 2009 attendance at the Kentucky Derby

was only 2.7% off 2008’s second-largest attendance ever,17 despite the

recession. The urgency/spontaneity spectrum for time-sensitive travel

extends from an event-driven short vacation that happens at the last

minute (a visit to the Super Bowl to cheer on your local team) to a truly

once-in-a-lifetime happening (such as a best friend’s wedding or a

gap-year backpacking trip).

SEMIPERMANENT VACATIONS

In countries where paid time off is short and work often encroaches,

some people choose to plan more than just three weeks a year around

travel. This ranges from putting normal lifestyles on hold for a while

(perhaps teaching abroad while unemployed or taking a company-sponsored

recession sabbatical) to embracing travel as a lifestyle (working from the

beach, semi-retiring and classic backpacking).

Attitudes Toward Travel Planning

OPEN ROAD TRIPSLower gas prices and higher vacancy rates in many destinations

around the globe, combined with widely available technologies such as

GPS devices and cell phone applications, are making it easy to travel

without an itinerary. This is the playlist generation’s answer to navigation.

With devices indicating nearby attractions, hotels, restaurants, traffic

patterns and restrooms, vacationers can design trips on the fly, free from

the need to make reservations.


Emerging Trends continued

The importance of authenticity to travelers is well known—it’s a key

driver of destination choice. But differing attitudes toward and different

definitions of the idea mean that some nations are thriving despite a

marked lack of authenticity while other travel experiences are reinventing

the concept.

SYNTHETIC DESTINATIONS

The most popular “classic” tourist destinations of the past—places like

France, the UK, Italy and Egypt—are richly endowed with monuments that

bear witness to thousands of years of history and culture. The superstar

cities and nations of the future may be born of more conscious planning.

Government officials and business leaders are spending big to grab a piece

of the world tourism pie by upgrading infrastructure, building unique

attractions and creating cohesive brand stories with the power to attract

both visitors and foreign investment. Examples of buying onto the map

already in progress are in the Middle East: the United Arab Emirates’

man-made islands, indoor ski slope and starchitected Saadiyat Island, and

Qatar’s Museum of Islamic Art. Pioneers of build-it-and-they-will-come

techniques also include Las Vegas and Singapore.

FAUXTHENTIC TRAVEL

People who desire authentic travel experiences but prefer not to get dirt

under their fingernails are choosing from an increasing number of “faux

authentic” hotels and tours. On one end of the scale are attractions

offering replicated cultural experiences from afar, such as the Mayan

The Mystery of Authenticity

temple at Atlantis, Paradise Island and the gondola rides at The Venetian,

Las Vegas. On the other are places like Molori Safari Lodge in South

Africa and Australia’s Longitude 131, where tourists can pretend to

rough it while staying in five-star “tents” outfitted with amenities like air

conditioning, high-end sound systems and bedside switches that raise

the blinds for a view of the sunset. These vacationers get a real taste of

their destinations through knowledgeable guides, who explain the varied

wildlife or lively street scenes as they pass by—albeit from luxury 4x4s.

TOMORROw’S HIDDEN JEwELS Some travelers will always be on a quest for new, undiscovered locales

that are relatively free from tourists, planned activities and package tours.

As yesterday’s off-the-beaten-track spots enter the realm of perennial

favorites (think Czech Republic, Thailand and Croatia), new unspoiled

destinations become more accessible and popular among the cognoscenti.

The next places we expect to hit authenticity seekers’ radar screens are

Azerbaijan, Ghana and the Balkans.

CRADLES OF CIVILIZATION Though many travelers thirst to understand our collective past, security

is an issue at quite a few of the world’s most historic places. The Fertile

Crescent in Iraq, the Indus Valley in Pakistan, and the ancient kingdoms

of Mali and Songhai in modern-day Mali and Niger all stand to see a

boost in tourism as these hot zones become safer for visitors, whether in

perception or in reality.


Future Trends, Tourism and Country BrandingWe’ve brought in renowned futurist Richard Watson to scope out the top ten most important trends for 2009 and beyond.

Given his prognostications, we have developed some interesting implications for tourism and country branding.

We are in a new age of anxiety where people are worried about jobs, homes, savings and the planet. It’s a general feeling that the world has spun out of control.

As fear typically triggers the “fight-flight” response, there is an opportunity for places people can run away to, escaping their everyday stress and anxiety. Destinations and full-service cruises that comfort people, take care of every detail and eliminate worry should thrive.

Expect tourists to take shorter, less expensive and more regional or local trips or to save up for a longer period of time for their more extravagant “dream” trips. Countries with modern infrastructures in place should get a boost due to delays in developing nations.

The trend, exemplified by the big tried and true country brands dominating the Top 10 in 2009, is likely to continue. Smaller nations with simple, basic offerings that are not over-engineered—like authentic culture and friendly locals—should do well too.

The opportunity is for off-the-beaten-track destinations to offer people an oasis from their data-driven lives. Whether it’s a high-end spa or river rafting in an isolated location, people will seek out ways to enjoy genuine connection with family, friends or experiences.

Ecotourism, voluntourism, family vacations and experiential tourism (e.g., a culinary school at a country tavern) should fare well moving forward as they provide the means for people to enhance their quality of life through non-material means.

Exotic locations around the world could find it difficult to attract people who feel the draw of localization. For these people, intra-national or regional options would be preferred—shorter distance trips to experience relatively nearby attractions.

In the more immediate future, this could mean a decline in the importance of social media as a source for destination information with a return to prominence of the “expert” sources. Interest in visiting serious attractions like the United Nations or the Hague could also spike.

In the far future, direct digital interfaces to the brain, and in the more near-term future, augmented reality will provide a means to enhance a visitor’s experience of a tourist attraction. Imagine being told what something is and what it means just by looking at it...

Real, effective carbon offset programs and resorts that have been built and are managed sustainably are likely to become more in demand. Services will arise to help people who desire to travel responsibly choose appropriate options.

People are more likely to control what they can control. This might make it more difficult for newer, less proven destinations, hotels, resorts or attractions. You can’t control the future, but you can ensure a more likely outcome by choosing the tried and true.

Tighter regulation and greater uncertainty will lead people and institutions to reduce dependency on debt financing, which could mean a new era of thrift and delayed gratification.

Simplicity, transparency and products that are not over-engineered are the order of the day. Uncertainty is driving people to what they know, understand and trust.

People are drowning in data and are beginning to feel a need to become less connected. This could mean terminating social network relationships or finding ways to unplug.

Increasingly alarmed about the health of the planet and the influence of materialism, people are beginning to switch off, seeking to reconnect with the simpler pleasures of life.

“In My Back Yard” is a reaction to disillusionment over globalization. Keeping it local, whether it’s produce or business, helps people feel more in control.

In times of economic upheaval, there are two responses: to bury one’s head in the sand or to find out what is going on. For many, this will mean a turning to more serious information sources.

With neuro-enhancement around the corner, the brain is becoming hot. While most implications relate to technology, particularly medical, there are implications in many industries.

Global warming is a mega-issue that has polarized fanatics into two camps. The complexity of their debate keeps the majority in the middle uninformed about what they already suspect is happening.

People are increasingly aware that the future is unknowable, that what happens next is almost as likely to be the unexpected as the expected. This leads to uncertainty and anxiety.

DESCRIPTION IMPLICATIONTREND

FEAR & LOATHING

DE-LEVERAGING

BACK TO BASICS

DIGITAL DIETS

ENOUGHISM

IMBY’S

SERIOUSNESS

THE HUMAN BRAIN

ECO-WARS

FEAR OF THE UNKNOWN


2009 ExpertsGASTÓN ACURIO CEO, La Macha Peru

JOHN ANTONELLOManaging Dir., Travel & Leisure Group, Phoenix Marketing Intl.United States

PEDRO JOSE DE ZAVALA DE ROMAÑAMarketing Manager,El Comercio EditorialPeru

BRIAN kINGProf. of Tourism Mgmt.,Victoria UniversityAustralia

SOLEDAD AGUADO Editorial Dir., Revista Huéspedes Magazine Argentina

kATHI APOSTOLIDISPartner,Tourism TaskforceGreece

CARMEN COXAssoc. Prof.,Hotel and Resort Mgmt.,Bond UniversityAustralia

THOMAS L. DOORLEY IIICEO,Sage PartnersUnited States

MARTIN HOGANExecutive VP, CIEE: Council on Intl. Education ExchangeUnited States

GIORA ISRAELSr. VP, Port and Destination Dev.,Carnival Corporation & PLCUnited States

OLIVIER JUNGERSGeneral Dir.,L’Officiel Voyage MagazineFrance

GIACOMO DEL CHIAPPAAsst. Prof. in Marketing, Faculty of Economics,University of SassariItaly

IGOR FESPublisher,Tourism-Review.comCzech Republic

LUIS S. FRANCISCOIndependent Tourism Advisor/ConsultantPortugal

LUIS DEL OLMOExecutive VP Group Marketing,Sol Meliá Hotels & ResortsSpain

MARwAN AL SARkAL CEO, Shurooq United Arab Emirates

ANDREAS MARkESSINISFounder,Nation-Branding.infoSpain

JOÃO ANNIBALERegional Dir.,The Leading Hotels of the WorldBrazil

JEAN-CLAUDE BESSUDOPresident,AviaturColombia

TONY CHARTERSPrincipal,Tony Charters and Assoc.Australia

wENDY GOLDPrincipal,OpenCity ProjectsCanada

JOHN kENTCEO,Youtravel.comUnited Kingdom

CARRIE MCDOUGALLPresident,Cultural CrossroadsUnited States

BERNARD METZGERFounder & Chairman,Travel & Tourism FoundationUnited Kingdom


PAOLA RAFFO GANDOLFOContent Manager,CochaChile

YE XIAEditor, Business Travel MagazineChina

GONZALO ZEGARRA MULANOVICExecutive Dir.,Semana Económica and Perú Económico MagazinesPeru

NYOkABI NJUGUNACEO,Marketing Strategies & SolutionsKenya

GREG NORMANPro Golfer and Founder,Great White Shark EnterprisesUnited States

ALEX ROBERTSON TEXTORFreelance Travel Writer and Editor,Various PublicationsUnited States

ANDREA SARTORIPartner, Head of Real Estate, Leisure and Tourism in CEE,KPMGHungary

DR. JOHANNES VON THADDENVP, Head of Political Relations Germany,EADS AstriumGermany

ARNIE wEISSMANNEditor in Chief,Travel WeeklyUnited States

STEVE wHEELERSr. VP,Advertising,Emirates GroupUnited Arab Emirates

DR. JEFF wILkSManaging Dir.,Tourism SafetyAustralia

MONICA SIEVERSPrincipal, Tourism School,DuocUCChile

LUIZ GONZAGA GODOI TRIGODr., Leisure and Tourism of Escola de Artes, Ciências e Humanidades, University de São PauloBrazil

VERONICA VENZIBrand Dev. Manager,Al ItaliaItaly

JOHN TERCEkVPCommercial Dev., Royal Caribbean Cruises Ltd.United States

JENS THRAENHARTPresident,Chameleon Strategies Inc. China

JOHN TAkERPurchasing Dir.,Virgin HolidaysUnited Kingdom

NITIN MOTwANIPrincipal & Managing Dir.,Miami Worldcenter GroupUnited States

ROSSITZA OHRIDSkA-OLSONPresident,Vizantia Enterprises Inc.United States

FREDDY NEIRA GUZMÁN Executive Dir.,Intl. Center of Tourism StudiesChile

DR. STEVEN PIkESr. Lecturer, School of Tourism,The University of QueenslandAustralia

2009 Experts continued

ROBERT BAILEYPresident & CEO, Abacus Intl.Singapore

LEE kIT PUICorporate Dir., Brand MarketingRaffles Hotels & ResortsSingapore

NOT PICTURED


Views from the ExpertsTHE NEw wORD OF MOUTHwEB DECLARED MOST IMPORTANT CHANNEL

Continuing to grow in importance and sharing in an increasing portion

of country marketing budgets, experts see the web as an imperative

platform for delivering key experiences.

“The Internet is the single most powerful and efficient marketing channel

for the travel and tourism industry.”

“Marketers will continue to shift their budgets toward emerging digital

technologies—these are low cost, have global reach and have the greatest

impact on sales.”

“Online marketing offers more of a targeted approach than traditional media,

delivering a better return on investment.”

“The Internet is already a major tourism supplier and will replace the

traditional travel agent as the preferred choice for booking flights and

hotel rooms.”

Experts note the significance of social media in building trust, creating

dialogue and significantly influencing the decision-making processes

of travelers.

“Social networks now have the same influence as word of mouth—

not only introducing new ways for consumers to learn about destinations

and products, but enabling country brands and destinations to position

themselves in a more dynamic way.”

“While social media will not eliminate traditional channels altogether,

marketers will need to spend an increasing proportion of their time and

resources incorporating them into their strategies and campaigns.”

“In the spirit of transparency, social networking forums offer important

spaces for people to access and share information, news and personal

opinion—also enabling travel and tourism professionals to manage and

shape messages rather than control them.”

COUNTRIES THAT MARkET THEMSELVES THE BEST: 1. NEW ZEaLaNd 2. ausTRaLIa (TIE) 2. INdIa (TIE)

aCCORdING TO THE EXPERTs


COUNTRIES THAT DO NOT PROMOTE THEMSELVES AS wELL AS THEY COULD: 1. CHINa 2. RussIa (TIE) 2. uNITEd sTaTEs (TIE)

THE PRICE OF FAMETHE NEXT BIG THINGExperts point out that an aging population, rising middle class, evolving

niche tourism sectors and the wealth of emerging markets are all driving

change in the global tourism industry.

“Niche travel will continue to grow in variety and influence, with segments

like eco-travel, medical tourism, senior citizen-friendly experiences,

and healthy or sustainable living becoming important.”

“Consumers’ discretionary spending is shifting—from the developed to the

developing nations, and from younger to older audiences—the industry

must evolve to accommodate the needs of these new travelers.”

“We are seeing shifts in travel demographics: the new middle classes are

emerging from China and India, and while tourism development and

industry is a major priority for mature countries, emerging economies

are catching up quickly.”

Experts note that showcasing countries and destinations in popular films

and television is an effective way to add value and increase awareness.

“It is important to recognize the potential value of nontraditional

promotional outlets such as film, television or literature when trying to

increase the familiarity of a particular destination.”

“Blockbuster movies are just about the best marketing tool you can utilize

for a city or country; what The Lord of the Rings did for New Zealand

or the way the film Australia tied in with the country’s latest tourism

campaign is invaluable.”

“When destinations are the setting for movies, reality TV, televised or

streamed sporting events and festivals, potential visitors get a feel for the

personality of the place in a more realistic way compared to the pages of

a tourism brochure.”

Views from the Experts continued



UNDERRATED COUNTRIES ON THE RISE: 1. CHINa 2. INdIa 3. sOuTH afRICa

Seeing is no longer believing, with travelers now seeking more of an active

role in the places they visit, immersing themselves in the culture and

looking for emotional value within their travel experiences.

“Travelers are tending to select destinations that offer cultural, historical

and natural attractions—people no longer just want to see places and

landscapes but understand who the people are who live in the places

they visit.”

“Travel is no longer about getting heads on pillows; it is about facilitating

the acquisition of knowledge; an exploration of nature, history and culture;

and the sense of discovering the true spirit of the destination.”

“People are looking for significance in their experiences (both financial and

emotional), authenticity and, perhaps more than ever before, an opportunity

to connect with the local people and culture of the destination.”

With value travel at an all-time high, even the most discerning traveler is

now demanding more for his or her money.

“After several years of rising prices, 2009 will be remembered for the

emergence of ‘value travel.’ While this concept is by no means a new one,

rarely have we seen such dramatic cuts across the board, with pricing

dropping significantly over the past 12 months and incredible value added

to hotels, packages and tours.”

“More passengers than ever are relying on loyalty points earned to purchase

flights and pay for hotel rooms.”

“Staying closer to home will be favored over long-haul travel. Last-minute

decisions and late bookings are expected to increase. And as price becomes

the key issue, countries with favorable exchange rates and value for money

will benefit.”

THE YEAR OF THE DEAL THE NEw SIGNIFICANCE




MOST IMPRESSIVE COUNTRIES GIVEN THE CURRENT ECONOMIC CLIMATE: 1. ausTRaLIa (TIE) 1. CHINa (TIE) 3. uNITEd sTaTEs

As competition heats up and the category continues to mature, experts

agree that an increasingly sophisticated branding effort is required to add

value, create differentiation and drive travelers to a specific destination.

“Branding is not a question of importance, it is a necessity—it is the

most powerful way to communicate a country’s story, set expectations

and drive visitation.”

“Competition among destinations is increasing along with the quality of

their branding and marketing efforts. Countries that do not continue to lift

their game will fall behind.”

“Brand affects much more than tourism. It can have a hugely positive

impact on the business sector, specifically the country’s potential for

foreign investment and trade.”

“Brand plays a big part in the decision-making process and destination

branding has a big impact on where travelers choose to go.”

While Travel & Tourism has taken a hit over the past 12 months, it’s not

all “doom and gloom.” Experts predict that economic challenges will

open up a whole new set of possibilities for emerging countries/regions.

“The industry has in general always been resilient. Following an upturn

in the economy, the tourism industry will continue to grow, but there will

be destinations that will grow much faster, like China, South America,

Southeast Asia, and Central and Eastern Europe.”

“We are very optimistic about the prospects for the travel industry over the

next five years and beyond. Strong markets such as Australia and Canada

will get stronger, but Eastern European countries and African nations will

slowly emerge as viable players.”

“With the economy’s decline and slow recovery anticipated, the focus

will be on the budget traveler and the reliable luxury crowd but little

in between.”

COUNTRY BRANDING 2.0 THE DOwNwARD SPIRAL?



2009 diagnostics


21. Assessing Brand Strength of the Top 10 Country Brands

25. Top 10 Country Brand Weaknesses

27. The Next 10

28. Rising and Falling Country Brands

2009 DIAGNOSTICS / 21COUNTRY BRAND INDEX 2009

Looking at the leading country brands provides insight into

what has driven these nations to rise to the top. Interestingly,

there is no single formula for success.

FutureBrand’s proprietary Hierarchical Decision Model (HDM)

is the methodology used to assess brand development in terms

of the place a brand occupies in the minds of its audiences.

The measures that compose HDM—from awareness to advocacy—

provide a means for evaluating key dimensions of brand strength.

Assessing Brand Strength of the Top 10 Country Brands

AwARENESS: Do key audiences know that the country exists? How top of mind is it?

FAMILIARITY: How well do people know the country and what it offers?

ASSOCIATIONS: What qualities come to mind when people think of the country?

PREFERENCE: How highly do audiences esteem the country? Does it resonate?

CONSIDERATION: Is this one of the countries being thought about for a visit?

DECISION / VISITATION: To what extent do people follow through and visit the country?

ADVOCACY: Do visitors recommend the country to family, friends and colleagues?

To get a complete picture of country brand performance, we consider both

the rating and ranking for each HDM measure. The rating is the percentage

of respondents who answer in the affirmative. Rankings show the placement

of a country’s rating for a specific measure relative to how the other 101

countries in the study were rated for the same measure. For example,

52.2% of respondents rated the US as a country they are very or extremely

familiar with; this was higher than the rating achieved by any other country,

which is why the US is ranked #1 for familiarity.

COMPONENTS


4 5

#1 (tie) / 90.9% #8 / 88.4% #9 / 87.8% #18 / 83.9% #1 (tie) / 90.9%

#1 / 52.2% #7 / 40.7% #15 / 30.9% #17 / 30.6% #4 / 43.2%

#2 / 15.9% #6 / 6.7% #1 / 17.1% #3 / 10.9% #5 / 7.9%

#1 / 37.4% #8 / 21.7% #6 / 23.4% #10 / 16.5% #2 / 28.5%

#2 / 50.8% #11 / 30.3% #16 / 21.0% #31 / 11.3% #1 / 57.5%

#2 / 10.1% #5 / 8.0% #18 / 4.3% #26 / 3.5% #3 / 8.9%

USA CANADA AUSTRALIA NEw ZEALAND FRANCE

Families, Resort & Lodging Options, Nightlife, Outdoor Activities & Sports, Shopping, Easiest to Do Business In, Ideal for Business, Conferences, Standard of Living, Political Freedom, Advanced Technology, Desire to Visit/Visit Again, Extend a Business Trip, Most Like to Live In, Quality of Products, New Country for Business

Ranking = placement out of 102 countries evaluated / Rating = percentage of respondents (e.g., who are aware, who are familiar...)

Families, Resort & Lodging Options, Natural Beauty, Fine Dining, Outdoor Activities & Sports, Friendly Locals, Safety, Shopping, Value for Money, Ease of Travel, Environmentalism, Easiest to Do Business In, Ideal for Business, Conferences, Standard of Living, Political Freedom, Advanced Technology, Desire to Visit/Visit Again, Extend a Business Trip, Most Like to Live In, Quality Products, New Country for Business

Authenticity, Families, Resort & Lodging Options, Natural Beauty, Outdoor Activities & Sports, Safety, Easiest to Do Business In, Ideal for Business, Standard of Living, Political Freedom, Desire to Visit/Visit Again, Extend a Business Trip, Most Like to Live In, New Country for Business

Authenticity, Families, Natural Beauty, Outdoor Activities & Sports,

Friendly Locals, Safety, Environmentalism,

Political Freedom,

Desire to Visit/Visit Again, Extend a Business Trip,

Most Like to Live In

Art & Culture, History, Resort & Lodging Options, Nightlife, Fine Dining, Shopping, Ease of Travel, Conferences, Standard of Living, Advanced Technology, Most Like to Live In, Quality Products

1 2 3

assessing Brand strength of the Top 10 Country Brands continued

COMPONENTS

AwARENESSRanking / Rating

FAMILIARITYRanking / Rating

PREFERENCERanking / Rating

CONSIDERATIONRanking / Rating

ADVOCACYRanking / Rating

DECISION / VISITATIONRanking / Rating

ASSOCIATIONSRED = #1 ranking

BLACK = Top 10 ranking



9 10

ITALY JAPAN Uk GERMANY SPAIN

6 7 8

COMPONENTS

#3 / 90.7% #14 / 85.0% #5 / 90.0% #4 / 90.1% #6 / 89.5%

#5 / 42.6% #14 / 31.5% #2 / 49.5% #6 / 41.6% #3 / 43.4%

#4 / 9.9% #9 / 5.7% #7 / 6.7% #17 / 2.9% #10 / 5.4%

#3 / 28.3% #19 / 11.8% #4 / 26.4% #7 / 22.0% #5 / 24.8%

#4 / 45.6% #24 / 16.7% #5 / 44.9% #3 / 48.8% #6 / 42.7%

#4 / 8.0% #21 / 3.8% #8 / 6.2% #10 / 5.8% #1 / 10.2%

Art & Culture, History,

Fine Dining, Shopping,

Desire to Visit/Visit Again, Extend a Business Trip, Quality Products

Art & Culture, Authenticity, Nightlife, Fine Dining, Safety,

Shopping, Environmentalism,

Easiest to Do Business In, Ideal for Business, Conferences, Standard of Living, Advanced Technology, Desire to Visit/Visit Again, Extend a Business Trip, Quality Products, New Country for Business

Art & Culture, Families, History, Nightlife, Shopping, Easiest to Do Business In, Ideal for Business, Conferences, Standard of Living, Political Freedom, Advanced Technology, Extend a Business Trip, Most Like to Live In, Quality Products, New Country for Business

Art & Culture, Families, Nightlife, Fine Dining,

Safety, Ease of Travel, Environmentalism, Easiest

to Do Business In, Ideal for Business, Conferences, Standard of Living, Political Freedom, Advanced Technology, Quality Products

Nightlife,

Ease of Travel











France, Italy and Spain represent a third model.

All three are very strong in the awareness/

familiarity and visitation-related measures

(i.e., preference, consideration, decision

and advocacy) and comparatively weaker

in associations. Spain is the most extreme

example, being in the Top 10 for all HDM

measures while achieving only two Top 10

association rankings.

There appear to be three different “winning formulas” or ways of exhibiting brand strength among the Top 10 country brands.

Identifying these is not intended to imply that nations have intentionally focused their brands along certain lines but rather to

point out that specific patterns emerge when examining the leading country brands across the dimensions of brand strength.

SCENARIO 1 SCENARIO 2 SCENARIO 3

The first formula is shared by the USA, Australia,

New Zealand, the UK and Germany. All show

relatively equal degrees of strength across all

HDM measures. However, the countries have

arrived at this formula along different paths:

Australia and New Zealand have promoted

more visibly, the UK and Germany have tourism

boards and formal but less visible branding

efforts, while the US currently has no centrally

defined or managed brand.

Canada and Japan manifest a different pattern.

Both countries are strong across HDM measures

but stand out in the area of associations.

Canada is in the Top 10 in 22 of 29 image

attributes, five of which are #1. Japan has six #1

rankings, more than any other country, and 10

additional Top 10 rankings.

AwARENESS

FAMILIARITY

ASSOCIATIONS

PREFERENCE

CONSIDERATION

DECISION / VISITATION

ADVOCACY

AWARENESS

FAMILIARITY

ASSOCIATIONS

PREFERENCE

CONSIDERATION


ADVOCACY

AwARENESS

FAMILIARITY

ASSOCIATIONS

PREFERENCE

CONSIDERATION


ADVOCACY



While the Top 10 list includes the best overall performing country brands in 2009—

based on a spectrum of 35 measures, from awareness to advocacy and including an

array of image attributes—none is universally strong across every quality or asset.

A number of these brands have significant perceived weaknesses (defined as a

ranking below 40 out of the 102 countries evaluated) relative to other nations.

This shows that no country brand can be a leader across every association or

decision-making measure. Brand success is not about being perfect as much as

it is about capitalizing to turn assets into perceived strengths.

Top 10 Country Brand Weaknesses

ASSOCIATION

Beach

RANk

#84

Canada is a country brand with virtually no

perceived weaknesses. Strong across almost

every measure, Canada ranks in the Top 10 for

22 of 29 measured country brand attributes.

Its one area of weakness is:

Balancing its strong performance from

awareness to advocacy is the largest set of

association weaknesses of any Top 10 brand:

ASSOCIATION

Art & Culture

Authenticity

Ease of Travel

Environmentalism

Friendly Locals

Natural Beauty

Rest & Relaxation

RANk

#49

#50

#51

#48

#53

#61

#47

01 USA

02 CANADA

Australia is another country brand that

shows few weaknesses in how people see it.

Not as strong as the US or Canada in 2009,

Australia has only one weakness according

to CBI data:

Similar to Australia, New Zealand is

outperformed by the US and Canada across

every measure of brand development in 2009.

However, New Zealand is a country brand with

only two perceived weaknesses:

ASSOCIATION Art & Culture

History

ASSOCIATION

Art & Culture

RANk

#42

RANk#41

#66

03 AUSTRALIA 04 NEw ZEALAND


The UK remains a strong country brand across

most measures. Its four areas of perceived

weakness include:

In the Country Brand Index Top 10 for the first

time, Germany is a country brand with few

perceived weaknesses. Among them are:

From awareness to advocacy, France showed

itself to be one of the strongest country brands.

Similar to the US, France has a comparatively

robust set of association weaknesses:

Overall, Spain is a strong country brand with the

most limited set of strong associations among

the Top 10. Its perceived weaknesses include:

ASSOCIATION

Authenticity

Beach

Friendly Locals

Natural Beauty

ASSOCIATION

Extend a Business Trip

Rising Star

ASSOCIATION

Authenticity

Environmentalism

Friendly Locals

Natural Beauty

RANk

#49

#80

#50

#60

RANk

#44

#54

ASSOCIATION

Authenticity

Beach

Friendly Locals

Natural Beauty

Value for Money

RANk

#59

#51

#69

#52

#46

RANk

#75

#57

#47

#58

08 Uk 09 GERMANY

05 FRANCE

10 SPAIN

Like France, Italy is one of the strongest

country brands from awareness through to

advocacy. However, Italy has a more limited set

of association strengths and a broader set of

perceived weaknesses:

ASSOCIATION

Beach

Easiest to Do Business In

Environmentalism

Friendly Locals

Outdoor Activities & Sports

Value for Money

ASSOCIATION

Beach

Outdoor Activities & Sports

RANk

#48

#48

#52

#48

#45

#56

RANk

#64

#52

Japan’s true strength is in its associations.

With six #1 rankings out of 29 associations

measured, Japan has one of the strongest

country brand images of any nation. The country

has only two weaknesses according to our data:

06 ITALY 07 JAPAN

Top 10 Country Brand Weaknesses continued


Switzerland, Ireland and Greece are all strong Western European country

brands that aggressively promote their destinations and broad country

offerings. These brands, while not often in the Top 10, have been

top-performing nation brands in every Country Brand Index since 2006.

Bermuda, Aruba and the Maldives are three of the premier beach

destinations and tourist hot spots in the world. Bermuda is well regarded

for its business focus, quality of life, beaches and easily-reached location.

Aruba creates a comfortable and approachable destination amid stunning

beaches and perfect weather. The Maldives leverages its unique geography

and “one island, one resort” policy to create considerable interest in its

one-of-a-kind experience, both for tourists and investors.

The Next 10The Next 10 is a list of the nations that ranked 11–20 overall as country brands in 2009. These countries represent a broad range

of geographies, types and sizes.

SwITZERLANDIRELANDSINGAPOREGREECEBERMUDAFINLANDARUBAINDIAMALDIVESTHAILAND

11121314151617181920

Singapore, Finland, India and Thailand are the most significant country

brands on the rise. Singapore has built on its foundation as a business

hub to effectively promote tourism attributes like Shopping, Fine Dining

and Nightlife. India continues to grow as a business powerhouse, which

complements its strengths in Authenticity and Art & Culture. Finland has

continued to gain momentum, moving beyond strengths in Environmentalism

and Standard of Living and establishing perceived strengths in Ideal for

Business and Advanced Technology. Despite questions about security,

Thailand has capitalized on strengths in Value for Money, Nightlife and

Friendly Locals to become one of the top Rising Star countries. Each of

these country brands has the potential over time to find an enduring

place in the Top 10 overall ranking.


Rising and Falling Country BrandsBased on data from CBI research over the past two years,

considered from both global and regional bases, these 20

country brands experienced the most significant shifts up

or down over the past 12 months.

The primary factor driving these country brands upward is a general

momentum in how they are positively perceived around the world.

China, Singapore, Finland, India, Brazil, Uruguay and the Philippines

have been moving up consistently for a number of years. Countries like

Costa Rica and South Africa have benefited from focused and effective

marketing campaigns. The Olympics and the FIFA World Cup have also

brought worldwide attention to China and South Africa, respectively.

Many of these countries were particularly hard-hit by the economic downturn.

Iceland declared itself bankrupt. The safety of three of these nations

is increasingly in doubt: Kenya is in the midst of a three-year drought,

Russia’s perception around the world wasn’t helped by its invasion of

Georgia, and Egypt continues to experience turmoil both externally from

groups unhappy with its ties to the US and Israel and internally from a

population losing its patience about the distribution of wealth despite growth

in FDI and strong natural gas reserves. A number of these countries also

appear to have significantly cut back on their marketing in the past year.

The fortunes of these and other country brands can change for good or ill

quickly, as a result of natural disaster, the popularity of the nation’s foreign

policy, disease, the ascension of an inspirational leader, an effective

marketing campaign or any number of other factors.

RISING

DECLINING

RISING:BERMudafINLaNd

INdIaCOsTa RICa

BRaZILsOuTH afRICa

PHILIPPINEsCHINa

uRuGuaY

DECLINING:sWEdENICELaNdausTRIa

dENMaRkEGYPT

jaMaICakENYa

HuNGaRYRussIa

MOROCCO


Themes in Nation Building


30. Beyond Tourism: The Political and Economic Sides of Country Branding

32. The Obamification of Brand USA

34. Country Brands Influenced by National Companies

36. The Gap Between Perception and Reality

42. Country Brand Framework Analysis: Aruba and St. Lucia

45. The World’s Worst Country Brand

47. How Sports Accelerate Country Brand Development

49. The Olympic Effect on Brand China: A Follow Up

THEMES IN NATION BUILDING / 30COUNTRY BRAND INDEX 2009

Globalization is redefining the way a country brand is established and

maintained. A country’s reputation is defined not just by its attractiveness

as a travel destination or the efforts of its tourism marketing but also by

its governance, its economic policies, its role in global diplomacy and the

quality of its export products.

Twenty years ago, countries with the “right” political systems or economic

policies enjoyed the best reputations for business and diplomacy. But political

and economic reforms in Latin America, Eastern Europe and East Asia

in the 1990s resulted in new countries emerging on the global stage.

International trade and investment expanded, creating new wealth and

middle-income societies. Singapore is one such country. With a global

economy that has grown an average of 6.7% per year over the last 20 years18

and a GDP per capita that ranks in the Top 10 in the world,19 Singapore is

now seen as a leading business destination, ranked in the Top 5 in the

2009 Country Brand Index for Ideal for Business, Easiest to Do Business

In and New Country for Business.

Political leaders began to recognize that it was no longer enough simply

to adopt free market economic and development policies—they also had

to aggressively market the competitiveness of their nations through the

tools of modern communications. Many countries developed sophisticated

branding strategies and invested heavily in export promotion and inward

investment marketing. The result has been increased global competition

for business, with high stakes for economic growth, national wealth

and employment. “Business Friendly Bahrain” is an excellent example

of a brand that has focused on establishing its country as a business

Beyond Tourism:The Political and Economic Sides of Country Branding

destination. In a short period of time, this small country, with a population

of 727,785,20 has broken into the Top 20 brands for Ideal for Business,

Easiest to Do Business In and Advanced Technology.

Country reputation can also be defined by the role a nation’s leaders

play in advancing international diplomacy and addressing shared global

problems such as climate change, poverty, nuclear proliferation, disease,

peace and security. Countries such as the US, Germany, France and the UK

are expected to contribute to global solutions. But today, many nations—

including European Union member states and emerging markets such

as Brazil, Mexico, South Africa, India and China—are more visible and

engaged in global diplomacy. Because no one country or society has

the resources to address today’s global challenges on its own, greater

participation from the developing world’s political leadership and civil

societies is needed and welcomed.

Countries seeking to expand their exports or attract inward investment

today need to be concerned about a variety of reputational factors

beyond geographic location and the quality and cost of their labor

forces. These include adopting acceptable labor standards and the rule

of law, supporting sound environmental practices, tackling corruption

and transnational crime, protecting intellectual property, promoting open

trade regimes, and offering transparency and sound political governance.


A country’s export products also contribute to its brand among both

business and consumer audiences: think German automobiles, Italian

fashion, Japanese electronics, Indian call centers, American computer

software and Swiss watches.

A positive nation brand can also help political leaders attract high-profile

world events, such as international summit meetings, the Olympic Games,

global conferences and expositions. These can add prestige to a country’s

diplomacy brand and reinforce the country as an attractive destination.

As we will discuss in more detail, the 2008 Beijing Olympics, staged as

a massive “coming out party” for Brand China, had a dramatic impact

on the country’s visibility and stature internationally.

In an increasingly global and interconnected world, the quality of a

country’s political, diplomatic and business leadership is an integral

component of its reputation and image on the world stage. Building a

true country brand requires more than a focus on tourism. Effectively

addressing the political and economic infrastructures will build a brand

platform that enhances a nation’s ability to project a positive image,

resulting in heightened political power, diplomatic clout, economic

prosperity...and tourist arrivals. Interestingly, the Country Brand Index

data shows that beyond factors like Authenticity, Natural Beauty and

Friendly Locals, perceptions of a country along such characteristics as

Political Freedom, Standard of Living and Quality Products also affect

the desirability of the country as a tourist destination.

Beyond Tourism: The Political and Economic sides of Country Branding continued


The Obamificationof Brand USADespite his current struggles with healthcare reform and the

economic crisis, President Obama has injected new life into

Brand America.

Regardless of how you feel about his politics, it cannot be denied that

the election of Barack Obama was an iconic event that changed the

way people around the world see and feel about the United States.

This election restored some of the best qualities of America, which had

been largely lost in the war on terrorism after 9/11: hope, equality

and fairness—the idea that in the United States, people can rise as

far as their abilities will take them, regardless of race, sex or religious

background.

More than just the symbolic effect of the election, the new administration

softened the tone of America’s dealings in world affairs. The heavy-handed,

“big stick” approach of the Bush administration has been replaced by

discourse and diplomacy, as evidenced in part by President Obama’s

recent award of the Nobel Peace Prize.

The shift has made a difference. In the past year, despite the country’s

role in the global economic downturn and continued military presence in

Iraq and Afghanistan, Brand USA jumped from the #3 position to the #1

country brand in 2009. Moreover, several key perceptions of the US have

also improved dramatically.

48

7

16

2

3

40

9

5

62

17

26

9

8

45

14

7

+14

+10

+10

+7

+5

+5

+5

+2

2009 RANk

2008 RANkASSOCIATION DIFFERENCE

ENVIRONMENTALISM

POLITICAL FREEDOM

RISING STAR

NEW COUNTRY FOR BUSINESS

FOR FAMILIES

SAFETY

STANDARD OF LIVING

MOST LIKE TO LIVE IN


Overall, Brand USA has grown stronger in the past year. The one

area of decline, advocacy, may be a function of the relative

strengthening of the dollar that contributed to a significant

decline in the perception of America in terms of Value for

Money. With a stronger dollar compared to the previous two years,

visitors to the United States get much less for their money.

Even with this decline, the nation is still ranked #2 in advocacy.

The Obamification of Brand usa continued

COMPONENTS 2009 2008 09 vs. 08

HD

M C

OM

PAR

ISO

N F

OR

BR

AND

AM

ERIC

A









No meaningful difference



Families, Resort & Lodging Options, Nightlife, Outdoor Activities & Sports, Shopping, Easiest to Do Business In, Ideal for Business, Conferences,Advanced Technology, Extend a Business Trip, Desire to Visit/Visit Again,Most Like to Live In, Quality of Products, New Country for Business, Value for Money

#2 / 87.3%

#1 / 43.7%

#2 / 15.7%

#1 / 40.0%

#4 / 52.7%

#1 / 14.1%

#1 (TIE) / 90.9%

#1 / 52.2%

#2 / 15.9%

#1 / 37.4%

#2 / 50.8%

#2 / 10.1%

Families, Resort & Lodging Options, Nightlife, Outdoor Activities & Sports, Shopping, Easiest to Do Business In, Ideal for Business, Conferences, Standard of Living, Political Freedom, Advanced Technology, Desire to Visit/Visit Again, Extend a Business Trip, Most Like to Live In, Quality of Products,New Country for Business

Ranking = placement out of 102 countries evaluatedRating = percentage of respondents (e.g., who are aware, who are familiar...)


The following examples showcase a number of cases where national

companies have made vital contributions to the brand image of their

home country.

Without Nokia, could Finland—ranked 33rd in the world in GDP21—

be perceived as the 4th strongest country for Quality Products or the 6th

best in Advanced Technology? Finland is known for its strong technology

infrastructure, but beyond Nokia, there is no other technology company

among the Top 20 companies in the country. In fact, Finland’s second-

leading company, Sampo, is an insurance firm22 that is probably not top

of mind to most international audiences.

Similarly, Batelco, a well-known telecommunications company in the Middle

East region, is known for having established Bahrain as the first country in

the world with a nationwide next-generation network. With a long history

Country Brands Influenced by National CompaniesCountries are complex, multidimensional and dynamic brands with images that form as a result of many factors. There are cases, however,

where a national company—a well-known and highly visible business clearly associated with one country—will influence how people

perceive that country. These companies typically have a symbiotic relationship with their home nation. On the one hand, the company

will embody a number of the nation brand’s salient qualities. The flip side of this is, as a visible representative of the country,

the company’s brand image will reflect back on the country’s. Thus, national companies can be a significant asset...or a major liability.

of technological advancements, it seems clear that Batelco has had

some influence on Bahrain, contributing to the country’s achievement

of a #13 global ranking for Advanced Technology.

As the most valuable corporation in the world, based on 2006 research by

the Financial Times and McKinsey, Saudi Aramco is one of the most visible

aspects of Saudi Arabia, particularly to the non-Arab world. This company

is renowned for its advanced upstream technologies across exploration,

extraction and refinement and is widely perceived as the most powerful

and influential oil company in the world.23 Given the size of Saudi Aramco

and the importance of oil to the global economy, it appears to be an

important driver of how Saudi Arabia is perceived relative to Advanced

Technology and as a nation Ideal for Business.

Lenovo is not the biggest corporation in China, but to the majority of

people outside the country, it is the most visible. The 2005 purchase

of IBM’s PC division made Lenovo the world’s third-largest PC maker

at the time, enhanced the company’s credibility internationally and

significantly raised Lenovo’s global profile.24 While many factors are

involved, there can be little question that perceptions of Lenovo have

played a role in the rise of China to a #30 ranking for Advanced

Technology in 2009.

COUNTRY NATIONAL COMPANY RELEVANT ASSOCIATION RANkINGS

FINLAND

BAHRAIN

SAUDI ARABIA

CHINA

NOKIA

BATELCO

SAUDI ARAMCO

LENOVO

Quality Products #4, Advanced Technology #6

Advanced Technology #13

Advanced Technology #18, Ideal for Business #12

Advanced Technology #30


REST & RELAXATION

EASE OFTRAVEL

NIGHTLIFE FRIENDLY LOCALS

FRIENDLY LOCALS

ADVANCEDTECHNOLOGY

QUALITYPRODUCTS

2009 TOP QUARTILE ASSOCIATION RANkINGS ASSOCIATION RANkINGS

2

23

78

9

81

4

102

37

84

4

COUNTRY COUNTRYBEER AIRLINE

IRELAND

MEXICO

RUSSIA

SINGAPORE

24

13

22

10

Country Brands Influenced by National Companies continued

Guinness and Corona are two of the most recognized international brands

produced by their respective countries, Ireland and Mexico. Both beers

leverage the image of their home country in their marketing, creating

brands that are as distinctive as they are appealing. Beyond that, these

brands and their nations could not be more different.

Typically enjoyed by the pint and with a history dating back to 1759,25

Guinness is a dark, full-bodied porter from Ireland, a country known for its

rolling grassy hills, traditional music and friendly socializing.

Corona is a newer, light, refreshing lager—popularly quaffed from the

bottle with a twist of lime—from Mexico, a vibrant land with a diverse

cultural heritage and tourist attractions that range from beautiful beaches

to iconic ruins of ancient civilizations.

What is interesting about these two very different national beer brands

is the way they contribute to similar perceived strengths—top quartile

performance measures—for their otherwise dissimilar home country brands.

While not identical, both are seen as friendly places offering great nightlife

and opportunities to relax.

Aeroflot and Singapore Airlines are both national carriers and among the

best-known brands from their home countries. The experience they provide

is often one of the first direct impressions of the country a visitor, prospective

trade partner or investor has.

Aeroflot has a 3 Star ranking from SKYTRAX, which signifies “a ‘satisfactory’

standard of core Product across most travel categories—but reflects poor or

less consistent standards of Staff Service/Product quality in selected Onboard

or Airport features.” Singapore Airlines has a 5 Star ranking, the highest level,

that “recognizes airlines at the forefront of product and service delivery

achievement, that generally set trends to be followed by other carriers.”

While the perceived strengths and weaknesses of the Russia and Singapore

nation brands derive from many factors, several association rankings seem

to reflect some influence by the airlines on the brand images of their home

countries. This does not mean that Russia can’t improve its nation brand

image as long as Aeroflot is seen as having substandard service. What it

means is that, insofar as Aeroflot is seen as “quintessentially Russian,”

the country brand would benefit if the airline brand were perceived as

offering better, friendlier service.

A TALE OF TwO BEERS THE UPS AND DOwNS OF NATIONAL CARRIERS


The Gap Between Perception and RealityFor many government officials, analysts, investors and travelers, perception is

reality. After reviewing respected independent sources measuring four important

attributes—Standard of Living, Political Freedom, Easiest to Do Business In and

Environmentalism—it is clear that for a number of nations there are significant

differences between what people think and what is demonstrably true. The examples

detailed over the next few pages comprise a minority of the total—in most cases,

the differences between perception and reality are not so meaningful—but identifying

the gaps is important given the opportunities they uncover.

It can be difficult for well-esteemed countries to live up to their stellar reputations;

however, a much more frequent occurrence is a lack of awareness of the good

conditions that exist in many developing nations. In all cases, what people think

drives their decision-making and behavior. For countries where perceptions lag

behind reality, it is imperative to ensure that their lesser-known assets are well

communicated. Where perceptions are better than reality, this provides countries

with opportunities to develop strengths to avoid disappointing people who have

unfairly elevated expectations.

To identify underestimated and overestimated country brands for each attribute, FutureBrand calculated

percentiles for CBI data and the relevant independent information, and then compared the two percentiles.

ABOVE: Image taken in the Bahamas, used in an ad to promote Spain’s Costa Brava

BELOW: Actual image of Spain’s Costa Brava


1.0%

CBI and Human Development Index (HDI)

STANDARD OF LIVING, THE 12 LARGEST DIFFERENCES

CBI Standard of Living data was gauged against the United Nations

Human Development Index (HDI), a composite ranking of life expectancy,

education and economic standard of living. The results show that both

Croatia and Libya are dramatically underestimated in public awareness.

HDI characterizes these countries as having a high level of human

development, while CBI respondents perceive them to be in the bottom

10% of countries surveyed. Croatia’s HDI ranking benefits from its very

high literacy rate and very low incidence of indicators of human poverty,

but few are aware of these achievements. Likewise, Libya boasts a

very high percentage of students in school, high purchasing power

and relatively high life expectancy, but these factors are little known.

Standout HDI performers such as Iceland, Norway, Ireland and the

Netherlands are all ranked in the 97th percentile but are perceived as

merely good, not great in CBI.

Perceptions of Standard of Living, measured by CBIRealities of Standard of Living, measured by HDI

Independent benchmark: Human Development Index (HDI), a measure compiled by the United Nations Development Programme from data collected in 179 countries

43.6%74.9%

67.1% DIFFERENCE 62.2%

DIFFERENCE


DIFFERENCE 31.4% DIFFERENCE

24.0% DIFFERENCE


DIFFERENCE

15.5% DIFFERENCE

14.6% DIFFERENCE

13.5% DIFFERENCE

11.9% DIFFERENCE

39.1%71.0% 36.3% 99.4% 26.8% 19.0% 96.7% 98.9% 14.5% 97.2%

EL SALVADORCROATIA INDONESIALIBYA VIETNAM ICELAND BHUTAN NETHERLANDS NORwAY SENEGAL IRELANDNEPAL

9.8%7.8% 3.9%8.8% 4.9% 75.4% 5.9% 2.9% 81.2% 84.3% 85.3%

KEY

The Gap Between Perception and Reality continued


CBI and World Bank Governance Index (WGI)

POLITICAL FREEDOM, THE 12 LARGEST DIFFERENCES

Assessing differences between the perception and reality of political

freedom, CBI data was compared to the World Bank Governance Index

(WGI), a measure that ranks countries along six dimensions: political

stability, government effectiveness, voice and accountability, regulatory

quality, rule of law, and control of corruption. The biggest variance among

the indices was for El Salvador, a nation that CBI respondents perceive as

last among the countries reviewed but that actually ranks around the 50th

percentile in five of the six dimensions (all but rule of law).

In CBI, Mozambique, Morocco, Peru, Ukraine and Indonesia are all

perceived to be in the bottom 10th percentile, although they are

actually in the 33rd to 50th percentiles. Switzerland, like a number of

Scandinavian nations, is also significantly underestimated, meaning the

issue is not unique to the developing world.

Independent benchmark: World Bank Governance Index (WGI), a measure compiled by the World Bank from data collected in 207 countries

PERUEL SALVADOR MOZAMBIQUEMOROCCO UkRAINE INDONESIA VIETNAM CAMBODIA SwITZERLAND SwEDEN NORwAYDENMARk


85.3%41.1%50.7% 42.0%43.5% 36.2% 33.4% 28.5% 99.5% 21.3% 98.1% 98.6% 96.1%7.8%1.0% 5.9%8.8% 3.9% 2.0% 6.9% 77.5% 4.9% 84.3% 83.3%





21.6% DIFFERENCE

22.0% DIFFERENCE

16.4% DIFFERENCE

13.8% DIFFERENCE

13.3% DIFFERENCE

12.8% DIFFERENCE

Perceptions of Political Freedom, measured by CBIRealities of Political Freedom, measured by WGI

KEY


CBI and Doing Business (DB)

EASIEST TO DO BUSINESS IN, THE 12 LARGEST DIFFERENCES

CBI’s Easiest to Do Business In data was compared with the World

Bank’s Doing Business (DB) study, a compilation of country performance

regarding the ease of accomplishing 10 business-related tasks, including

starting a business, dealing with construction permits, protecting investors,

paying taxes, etc. Botswana—ranked by DB as #3 in sub-Saharan Africa

and #38 of 181 countries overall—was underrated in CBI by 78%.

Slovakia, one of 30 OECD countries committed to democracy and market

economies, is also undervalued by more than 70%, bolstered by strong

scores in a variety of DB categories. Denmark and Norway, two nations

thought to be merely average in CBI, are ranked by DB in the 97th and

95th percentiles, respectively. Peru (ranked #8 in Latin America and

the Caribbean, and #62 overall by DB) and Lebanon (ranked #10 in the

Middle East and #99 overall) are two other nations where perceptions are

significantly lower than performance.

Independent benchmark: Doing Business (DB), a measure compiled by the World Bank from data collected in 181 countries

PERUBOTSwANA LEBANONSLOVAkIA DENMARk NORwAY CROATIA TANZANIA ECUADOR IRAN ZIMBABwENEPAL

3.9%65.8%79.0% 45.3%80.1% 97.2% 94.5% 41.4% 33.2% 29.8% 24.9% 21.6% 12.7%7.8%1.0% 2.0%9.8% 55.9% 57.8% 8.8% 6.9% 4.9% 5.9% 4.9%

Perceptions of Easiest to Do Business In, measured by CBIRealities of Easiest to Do Business In, measured by DB

KEY

78.0% DIFFERENCE


DIFFERENCE

43.3% DIFFERENCE


DIFFERENCE


DIFFERENCE 24.9% DIFFERENCE 19.0%


DIFFERENCE



CBI and Environmental Performance Index (EPI)

ENVIRONMENTALISM, THE 12 LARGEST DIFFERENCES

FutureBrand compared CBI data to the Environmental Protection Index

(EPI) to examine the difference between perception and reality. This index

is a composite score of environmental health and ecosystem vitality based

on measures of climate change, water health, natural resources, biodiversity

and habitat, and air pollution. The biggest difference between the percentiles

was for Mexico, a country that placed in the top two-thirds of countries

rated in the EPI, while its perception for Environmentalism, as measured

in CBI, placed the country in the bottom 10% of nations surveyed.

Similarly, Austria was ranked as the #6 most environmental country by

EPI but was perceived by frequent travelers to be in the bottom half of

countries evaluated. Colombia is in the EPI Top 10, but only in the 60th

percentile in CBI. Iran, El Salvador, Guatemala and Vietnam, according to

CBI are perceived as extremely poor performers in Environmentalism—

in the bottom 5% to 10% percent of nations—but in actuality, all are near

the middle of the group.

Independent benchmark: Environmental Performance Index (EPI), a measure compiled by Columbia and Yale Universities from data collected in 149 countries


IRANMEXICO EL SALVADORAUSTRIA GUATEMALA VIETNAM ZIMBABwE INDONESIA SENEGAL FRANCE NORwAYCOLOMBIA

79.4%55.0%68.5% 56.4%96.0% 53.7% 49.0% 36.2% 94.0% 31.5% 22.8% 93.3% 98.7%4.9%9.8% 7.8%42.2% 5.9% 3.9% 1.0% 62.7% 6.9% 2.0% 87.3%

Perceptions of Environmentalism, measured by CBIRealities of Environmentalism, measured by EPI

KEY

58.7% DIFFERENCE

53.8% DIFFERENCE

50.1% DIFFERENCE



DIFFERENCE

31.3% DIFFERENCE

24.6% DIFFERENCE

20.8% DIFFERENCE

13.9% DIFFERENCE

11.4% DIFFERENCE


CBI and Third-party Indices

THE OVERRATED

While each of the previous four sets of graphs examines a specific quality—

looking at underrated countries, nations whose perceptions do not measure

up to their reality—this graph looks at the opposite. Here, all four qualities

are examined together, with a focus on overrated countries where perceptions

are better than reality. With its longstanding reputation for efficiency,

Germany is experiencing a halo effect—an image benefit of between 6% and

12%—in all four of these associations, which all relate to administration

and governance in one way or another. Singapore, thought of as a relatively

affluent country, is overrated in Standard of Living according to CBI by more

than 10%. The most dramatic difference between perception and reality

is in Venezuela’s Ease of Doing Business. That nation’s policies, including

very high worker protections, very weak investor protections and a total tax

rate of more than 56%, make it difficult to operate a business, but travelers

seem less aware of these facts.

96.1% 99.0% 98.0%52.0% 96.1%100.0% 84.4% 91.3%87.5% 92.0%3.9% 86.2%

Human Development Index – Standard of LivingDoing Business (World Bank) – Easiest to Do Business InEnvironmental Performance Index – Environmentalism

World Bank Governance Index – Political Freedom

CBI

KEY


97.1% 95.1% 99.0% 94.1% 100.0%

SINGAPORE GERMANYGERMANY CANADAVENEZUELA GERMANYBELGIUM GERMANY USA CANADAUk

89.2% 87.4% 87.4%91.6% 93.9%


DIFFERENCE


DIFFERENCE


DIFFERENCE

6.1% DIFFERENCE

48.1% DIFFERENCE

9.9% DIFFERENCE

7.7% DIFFERENCE

6.0% DIFFERENCE

STANDARD OF LIVING POLITICAL FREEDOM EASIEST TO DO BUSINESS IN ENVIRONMENTALISM


Country Brand Framework Analysis:Aruba and St. LuciaDeveloped specifically for countries, FutureBrand’s framework crystallizes how we look at these highly complex and multilayered

brands. By focusing on eight key dimensions that help to shape attitudes toward a country brand, the framework allows us

to discern brand strengths, weaknesses and distinctive assets, facilitating the development of holistic country brand platforms.

The framework encompasses a nation’s essentials: the places, practices, structures and standards related to business, travel and

investment considerations—and its essence—the vibe and social experiences, and how the country resonates to elicit what you

feel and remember.

GEO

GR

APHY

wANTS

NEEDS

Monuments, icons, places, activitiesAT

TRAC

TIO

NS

Topography, climate, naturalresources, location

Arts, music, intellectual output, creative environmentCU

LTU

RE

AUTH

ENTI

CITY

People,programming, rituals, events, discovery

INFR

ASTRU

CTUR

E

Communications, transportation, healthcare, technology

GO

VERN

ANCE

Industry, fiscal policies, standard of living

ECON

OM

Y

Domestic and foreign policy, management,stability

ETH

OS Beliefs, mores,

customs, values, history, legends, mystique


NEEDS

GEO

GR

APHY

wANTS

Great beaches—open to everyone—plus a full array of water sports, tennis, golfAT

TRAC

TIO

NS

Location outside of the hurricane belt, year-round sunny weather, miles of scenic beaches

Minimal local arts and cultureCU

LTU

RE

AUTH

ENTI

CITY

Limited

INFR

ASTRU

CTUR

E

Efficient airport, good road system that makes it easy to traverse the island, modern telecom

GO

VERN

ANCE

Established tourism industry, strong service culture, good standard of living

ECON

OM

YRelatively stable democratic government, part of the Netherlands

ETH

OS Easygoing and

friendly, but not distinctive

wEAkNESSSTRENGTHOPPORTUNITY

KEYCountry Brand framework analysis: aruba & st. Lucia continued

NEEDS

GEO

GR

APHY

wANTS

Good beaches and water sports, tropical rain forest, drive-in volcano and ruinsAT

TRAC

TIO

NS

Beautiful and varied landscape with lush vegetation, mountains, beaches, volcano, rain forest

Creole culture evident in local music, arts, crafts, language and foodCU

LTU

RE

AUTH

ENTI

CITY

Friendly people, “jump up” street parties, fish fries, numerous music/ cultural festivals

INFR

ASTRU

CTUR

E

Few direct flights from the US or Europe, spotty roads, adequate telecom/internet

GO

VERN

ANCE

Loss of UK banana subsidy not yet replaced by tourism, limited service culture, some poverty

ECON

OM

Y

A democratic government with a free press and strong protection of civil liberties

ETH

OS

A welcoming, open and fun-loving people; multicultural colonial history

Aruba

St. Lucia


Country Brand framework analysis: aruba & st. Lucia continued

Aruba and St. Lucia are two nations for which the country brand framework

provides valuable insight. There are a number of similarities between

the two: both are Caribbean beach destinations, both have populations of

between 100,000 and 200,000 people, both took significant hits to a

major sector of their economies and responded with greater emphasis on

tourism (Aruba with the 1985 shutdown of its oil refinery, and St. Lucia

with the 1993 quotas imposed on banana production).26 But here the

similarities end. The framework analysis shows that Aruba and St. Lucia are

taking two very different paths to defining themselves as tourist destinations.

Aruba’s real strengths are in the needs-based dimensions plus its focused

set of attractions. Sunny climate, beautiful beaches, good infrastructure,

one of the highest standards of living in the Caribbean, an established

service culture and a breadth of water sports sum up Aruba’s strengths.

Aruba is a desert island that does not have a wide variety of attractions,

opportunities for discovery or a distinctive local culture. It is not perceived

as offering an authentic Caribbean experience, but its beaches are great,

and the country does an excellent job of both managing and packaging

the assets it has. The results speak for themselves: tourist arrivals and

GDP per capita are both approximately double St. Lucia’s.

St. Lucia, although far less developed, has more assets and similar

long-term potential as a tourist destination. Its strength is the rich and

varied authentic experience it offers—from lush vegetation and beautiful

terrain to Creole culture, weekly street parties and abundant opportunities

to mix with locals and explore. While St. Lucia has some nice beaches

and excellent water sports, the vibe and overall experience are completely

different than Aruba’s. The economy and infrastructure, both weaknesses

in St. Lucia, may be slowing the country’s growth as a tourism destination,

but the country has the assets to succeed in the long run.


The World’s Worst Country BrandFinishing last in the Country Brand Index overall rankings for the last two years, Libya has earned the distinction as the worst

country brand. In 2008, Libya was ranked 78 out of the 78 country brands tracked and this year the nation ranked 102 out of 102.

Why does Brand Libya fare so poorly despite the fact that UN sanctions

were lifted in 2003 and total international visitors to Libya increased by

a compound annual rate of 5.8% from 2001 to 2007?27

Libya has strong oil reserves, a growing economy and tourism industry,

excellent Mediterranean beaches, striking topography and a rich history

that dates back to the Phoenicians. There is no fundamental reason why

Libya shouldn’t be a nation brand on the rise, but it’s not.

Looking at the HDM analysis of Libya, it is clear that the brand is not

well known and that those who know it don’t think well of it or want to

visit. The few who do visit rarely recommend Libya to friends and family.

In terms of associations, from living standards (Standard of Living, Safety,

Most Like to Live In, Environmentalism) to infrastructure (Ease of Travel,

Resort & Lodging Options, Advanced Technology) to tourist attractions

(Beach, Natural Beauty, Nightlife, Fine Dining, Outdoor Activities & Sports,

Rest & Relaxation) to business-related measures (Ideal for Business,

New Country for Business), Libya shows a broad base of weakness with

no current areas of perceived strength.

It would also appear that Libya suffers as a brand due to the behavior of its

government. Recently, Libya was back in the news for hosting a celebration

for the terminally ill Abdelbeset Ali Mohmed al Megrahi, the man convicted

of bombing Pan Am Flight 103 over Lockerbie, Scotland,28 and for Muammar

al-Qaddafi’s rambling speech at the UN.29 Rather than being promoted

for its historical treasures, untapped development market, etc., Libya

continues to be linked with the dangerous and the disturbing, resulting in

its standing as the lowest-ranked country brand two years running.

Despite its shortcomings, Libya has the assets, which if effectively managed

would enable the country to become a vibrant destination and strong

nation brand.

wHY?


GLOBAL RANk / RATING

GLOBAL RANk / TOP 2 BOX RATINGCOMPONENTS

2009

HD

M A

NAL

YSIS

OF

LIB

YA

#94 / 50.9%

#99 / 8.1%

#94 / 0.1%

#98 / 0.8%

#101 / 0.9%

#98 / 0.3%

Beach, Resort & Lodging Options, Natural BeautyNightlife, Fine Dining, Outdoor Activities & Sports,Rest & Relaxation, Safety,Shopping, Ease of Travel,Environmentalism, Ideal for Business, Standard of Living, Advanced Technology, Desire to Visit/Visit Again, Most Like to Live In, New Country for Business, Rising Star

The World’s Worst Country Brand continued







ASSOCIATIONSBottom 10 Rankings



Beyond the visibility factor is the credibility that hosting a major event

provides. South Africa, host of the 2010 FIFA World Cup, saw its overall

ranking rise from #59 to #33, while its ranking for Desire to Visit/Visit Again

increased from #33 to #18. Over the course of one month, from June 11

to July 11, 2010, an estimated three million visitors—many new to the

country, will be experiencing South Africa as the host of the FIFA World

Cup. This upsurge in tourism is creating 159,000 new jobs, according to

the South African government.30 As for the TV audience, FIFA estimates

that the 2010 World Cup, which will be broadcast in 214 countries and

territories, will be viewed by a cumulative audience of more than 26

billion people over the course of its 64 game schedule.31

How Sports Accelerate Country Brand DevelopmentMany countries may not fully appreciate just how powerful a major sporting event can be as a nation brand building tool.

Sports represent a fast-growing global industry, and in the most basic way, a high-visibility event can make the host country top

of mind with millions of potential visitors and investors around the world. This year, after staging the Olympics, Brand China

saw its awareness jump 22%, while perceived familiarity with the nation increased a whopping 71%.

One of the greatest opportunities a major sporting event offers a country

brand is permission to display its true essence and unique offerings.

Unlike conventional mass tourism marketing, a sporting event provides

a chance to share a detailed, authentic experience of the host nation.

The richer images and messages in such an experience have great

potential to affect the long-term associations people have with the

country and to bring to life the essence of the local culture in a way that

an advertising campaign never can. Importantly, events like these typically

necessitate infrastructure improvements that provide lasting value to the

host country and its residents as well as to its visitors.


The benefits of hosting a global sporting event can be long lasting.

For example, it is no coincidence that Australia still rates so strongly for

Friendly Locals (#14 ranking in the 2009 CBI). An image cemented by the

contribution of the volunteers in the Sydney 2000 Games was a strong part

of the visitor experience and even the media coverage. In addition, major

sporting events generate lasting economic benefits for the host country.

The 2006 Ryder Cup in Ireland was estimated to contribute 143 million to

the Irish economy. Research showed that American tourists who went to the

three-day event stayed an extra 4.7 days in Ireland. The 143 million total

also does not include the ‘downstream’ effect of the additional expenditure

generated by the Ryder Cup, where direct spending is filtered through the

economy, bringing further benefit. By applying carefully selected economic

models, Deloitte calculated that when this effect is taken into account,

the full impact of the 2006 Ryder Cup on the Irish economy was around

240 million.32

Denmark and Qatar are two countries aggressively leveraging sports in

their country branding efforts. Sports are an important part of Denmark’s

nation branding action plan. In 2009, Denmark will host more than 50

major international sports events, showcasing the country as an ideal host

as well as a creative nation, tourist destination and investment location.

Qatar is also using major sporting events as a way to get its message out.

After hosting the 2006 Asian Games, the country pulled out all stops

in a bid for the 2016 Summer Olympics and now for its bid to host the

FIFA World Cup in 2022. Positioning Qatar as a leader of the Arab world,

Hassan Ali Bin Ali, chairman of the Doha 2016 bid committee, said,

“Our bid will be focused on our shared future so that Arab youth better

understand the wider world and the youth of the rest of the world gain

a true picture of Arab culture and hospitality.”33

While the investment to properly stage and execute a major sporting event

can be significant—with some events requiring hundreds of millions of

dollars—it is clear that the return on investment and overall benefits

can more than make up for the expense. Hosting a major sporting event

provides a stage that can attract the eyes of the world, making each event

a unique opportunity to showcase a country, build its brand, and develop

its tourism base and overall economy.

How sports accelerate Country Brand development continued


The Olympic Effect on Brand China: A Follow UpOne year after Beijing hosted the 2008 Olympic Games—one of the most noteworthy and memorable productions of the event

in its history—the full impact and legacy of the Games as a nation-building tool is still in question. By comparing CBI data

from 2008 and 2009, FutureBrand has examined the initial effects of the Olympics on Brand China, identifying areas in which

the country has reaped benefits and those for which the impact of the Olympics has not yet been felt.

On August 8, 2009, festivities were held outside the landmark Bird’s

Nest stadium. With 34,000 practitioners of tai chi setting a Guinness

World Record to mark the first annual National Fitness Day, a holiday

was created to commemorate and extend the effect of the 2008 Games.

Currently, the Bird’s Nest and the Water Cube aquatic center are operating

ONE YEAR LATER

as tourist attractions. Managers say the Water Cube will eventually be

transformed into a leisure center with a water park, spas and shopping.

Leveraging these, and the other 34 venues it has spent more than US

$40 billion to build in order to boost its international reputation, is a

signficant challenge for China.34


COMPONENTS

#13 / 85.6%

#26 / 26.3%

#13 / 4.2%

#16 / 12.4%

#23 / 17.5%

#33 / 3.0%

2009

History (6),Art & Culture (8),Rising Star (2),Ideal for Business (7),(Authenticity, 12)

#22 / 70.2%

#27 / 15.4%

#13 / 4.0%

#25 / 12.7%

#24 / 17.7%

#24 / 4.1%

2008

History (7),Art & Culture (9),Rising Star (1),Ideal for Business (7),Authenticity (10)

In general, Brand China reaped a positive effect from the

Olympics, rising eight places from #56 to #48 in the overall

CBI rankings this year. However, given its gargantuan investment

and attention to detail in the way the event was staged and

televised, this lift may not be as much as the country would

have expected.

The extensive, almost unavoidable media coverage of the

Games resulted in dramatic increases in awareness (+22%)

and familiarity (+71%) for Brand China. The country brand

also experienced a jump in consideration, rising from a #25

ranking to #16 as more people’s interest in traveling to China

was piqued by their new knowledge of the country.

The brand image attributes or associations for which China

ranked in the Top 10 globally—Rising Star, History, Ideal for

Business, Art & Culture and Authenticity—remained effectively

the same. The more significant changes in associations

occurred further down in the rankings, as perceptions about

China’s infrastructure, business environment and living

conditions shifted.

08 vs. 09

HD

M C

OM

PAR

ISO

N F

OR

BR

AND

CH

INA

The Olympic Effect on Brand China: a follow up continued










ASSOCIATIONS



The Olympics boosted China’s reputation in many areas, though in a

significant number of ways, the country still falls in the bottom third of

brands surveyed. Its ranking in both Friendly Locals and Outdoor Activities &

Sports increased, natural consequences of the athletic nature of the Olympics

and its 15 million smiling volunteers. However, though Beijing enjoyed

its best air quality this decade in the first half of 2009—a result of factory

cleanups, traffic measures and construction hiatuses—China’s ranking for

Environmentalism fell five places to #82, likely because the coverage of

the Games put Beijing’s pollution issue front and center before a wider

audience than ever before.

The brand also experienced a jump in the standings for the infrastructure-

related attributes, Advanced Technology and Resort & Lodging Options,

although it fell 13 places in the Ease of Travel measure, perhaps as visitors

to the Games experienced the difficulties of obtaining a Chinese visa

(new restrictions were imposed in the run-up to the event that limited

and even denied visas35).

The impact of the Olympics on living- and business-related measures was

mixed, with China improving a meaningful 23 places in Easiest to Do Business

In and showing positive movement in Nightlife, Shopping and Fine Dining.

However, China fell slightly in Standard of Living and Quality Products.

Travelers’ impressions of China’s Political Freedom improved 12 places.

While China made gains in many categories, it fell 10 places to #37 in Desire

to Visit/Visit Again, perhaps because the 2008 numbers may have been

elevated by the large numbers of people who wanted to attend the Games.

However, the fact that Brand China’s ranking in advocacy dropped 9 places

also indicates that the country could improve its delivery relative to visitor

expectations. Moving forward, how China addresses its weaknesses and

capitalizes on recent improvements will dictate whether its current

momentum will continue or slow.

The Olympic Effect on Brand China: a follow up continued

CHINA’S SHIFTING IMAGEDIFFERENCE

2009RANk / RATING

2008RANk / RATINGASSOCIATION

FRIENDLY LOCALS

OUTDOOR ACTIVITIES & SPORTS

ENVIRONMENTALISM

REST & RELAXATION

ADVANCED TECHNOLOGY

RESORT & LODGING OPTIONS

EASE OF TRAVEL

EASIEST TO DO BUSINESS IN

POLITICAL FREEDOM

NIGHTLIFE

SHOPPING

FINE DINING

QUALITY PRODUCTS

ECONOMIC STANDARD OF LIVING

OVERALL RANkING

DESIRE TO VISIT / VISIT AGAIN

LIVI

NG

& B

USI

NES

SO

VER

ALL

REP

UTA

TIO

NEV

ENT

REL

ATED

INFR

ASTR

UCT

UR

E

#54 / 34.5%

#63 / 23.6%

#82 / 16.5%

#83 / 23.7%

#30 / 30.8%

#70 / 22.9%

#89 / 19.9%

#31 / 25.6%

#65 / 17.6%

#54 / 23.7%

#16 / 38.0%

#34 / 33.5%

#29 / 25.9%

#66 / 14.8%

#48

#37 / 53.8%

#68 / 32.7%

#71 / 22.6%

#77 / 8.0%

#77 / 20.3%

#34 / 29.9%

#72 / 25.4%

#76 / 18.0%

#54 / 19.0%

#77 / 5.9%

#66 / 20.3%

#22 / 41.8%

#37 / 38.8%

#27 / 27.8%

#62 / 15.1%

#56

#27 / 58.8%

+14

+8

-5

-6

+4

+2

-13

+23

+12

+12

+6

+3

-2

-4

+8

-10

Ranking = placement out of 102 countries evaluatedRating = percentage of respondents (e.g., who are aware, who are familiar...)


Issues in Country Brand Marketing


53. A New Focus on Value

55. Smaller Destinations Offering Big Value: The Next Wave of Country Brands?

57. The Impact of Icons on Country Brand Image

60. Revisiting Dangerous Travel

62. Country Branding and Social Media

ISSUES IN COUNTRY BRAND MARkETING / 53COUNTRY BRAND INDEX 2009

a New focus on ValueEconomic and financial concerns are cited by approximately 75% of frequent travelers who say they will decrease their leisure

travel in 2009 and 2010—more than eight times those who named the next most popular reason, health concerns and pandemics.

In response to this, several countries—particularly those for which tourism is a large percentage of GDP—have changed the way

they market and, in some cases, the very focus of their country brand. The promise to “provide value” appears to be one that

many nations are striving to convey. From actually revising their brand identities to adopting aggressive public relations strategies

and relying heavily on promotions, we have seen a variety of countries utilize a multitude of marketing approaches.

Thailand, a country that is ranked #3 in Value for Money—and spent the

prior three years at #1—has decided to leverage this quality overtly. In 2009,

Thailand more forcefully promoted its price advantages by revising its tagline

from “Amazing Thailand” to “Amazing Thailand, Amazing Value” and

affixing that line to the country brand logo. In updated marketing materials,

the new brand identity communicates the value concept alongside

complementary messaging like “amazing experiences at amazing value”

and “super deals.” No other country appears to integrate value with its

core identity to this degree.

REVISING THE BRAND

THAILAND VALUE NEwSPAPER PRINT AD

Targeted campaigns, imbuing country brands with clear associations of

added value, have become more popular. In a widely run print ad, Greece

pronounced itself “a masterpiece you can afford.” VisitBritain, the UK’s

national tourism agency, spread the important news that the British pound

had fallen against the dollar and euro in the US and Europe via a £1.8

million public relations effort.36 New Zealand, which has also benefited

from changes in exchange rates, employed this same approach as part of

a multifaceted PR campaign aimed at spiking travel during its summer

season in January and February.37

VALUE CAMPAIGNS

VISIT BRITAIN


a New focus on Value continued

Some destinations have put themselves on sale during the economic

downturn. This tactic may leave a country brand’s essence intact, but it

becomes one of the connections travelers have with the destination and

thus has the potential to alter their long-term impressions of the brand.

Running online ads with lines such as “Relaxing in paradise is no reason

not to get the most out of your vacation dollars,” the Bahamas offered

reduced pricing on hotels and all-inclusive packages. In conjunction with

its 400th anniversary, Bermuda ran a broad-based series of promotions,

including a four-day sale, offers with partners such as JetBlue and a

giveaway of 400 plane tickets. Lastly, as part of a comprehensive $92

million PR program to stimulate travel to and within the country, Mexico

launched a new website, ofertasvivemexico.com, to aggregate the

plethora of available discounts in one place.38

DEALS & PROMOTIONS

MEXICO’S OFERTAS VIVE MEXICO wEBSITE

BERMUDA ONLINE ADS

Many country brands have chosen not to incorporate a value angle into

their tourism marketing, focusing instead on their brand fundamentals.

Canada’s “Keep Exploring” television commercials, Panama’s “It Will

Never Leave You” print ads and Turkey’s “Unlimited” outdoor advertising

are examples. Affluent destinations have also declined to overtly incorporate

the notion of value in order to preserve their upscale images. Small countries

such as Monaco, the Maldives and St. Bart’s fit into this category.

FOCUS ON ESSENTIALS

TURkEY AD CANADA TELEVISION COMMERCIAL

CONCLUSIONWhile value is one answer to the very real challenges country brands are facing,

only a select few have chosen to aggressively address this on a national

level. For many of these, the choice was a matter of survival—tourism

receipts comprise a large portion of the national economy. While desperate

circumstances call for desperate measures, it will be interesting to see how

these short-term approaches affect the country brands in the long term:

creating new fans or leaving these nations with affordable, downscale images.


As travelers constantly seek the next big thing, it may in fact be small things

that rise to the top. A number of smaller destinations are wising up to the

“big boys” and offering big value in a more manageable size. With these

countries, visitors no longer need to debate which cities to visit, how to

best use their time or what to sacrifice. This also appeals to short-break

behavior or travelers that can essentially see it all, more easily manage

travel plans and feel capable of discovering the entire nation.

Smaller Destinations Offering Big Value:The Next Wave of Country Brands?For the past several years, the top country brands have proven that bigger is better, with nations like Australia, Canada and

the US dominating the top rankings. It is clear that these destinations are powerhouse brands that can offer a plethora of

choices. However, for many visitors, these nations can also be overwhelming as destinations, necessitating significant time

and investment to visit or truly experience. Thus, their very strength (breadth of offerings, variety of experiences) can also be

seen as a potential weakness.

Diminutive destinations, by circumstance or strategy, appear to have

several different approaches to getting the most out of their size.

Although specific to the assets and components within the countries

themselves, all of the following options seem like effective platforms to

showcase these smaller countries in ways that successfully compete

with larger nations.


A common and growing area of focus seems to be countries that are known

for one core asset yet are able to also offer ancillary (and sometimes

surprising) activities to appeal more broadly to visitors. Some Caribbean

islands, established as ideal beach resorts, now offer more varied initiatives.

St. Lucia promotes its rain forest, Piton mountains, fusion cuisine and

festivals. Curacao often attracts visitors who want more than just beach:

it showcases its unique Dutch and trading histories. This approach can

also be seen in Monaco, originally a gambling hub and now broadening to

include dining and cultural experiences.

Leveraging a small size can also reinforce a nation’s limited and special

qualities. Many destinations choose to emphasize this attribute above

all else and attract visitors based on their authentic and unique assets.

Naturally, this would be a much more difficult claim for a larger country to

make. Bhutan is a good example of how small size can be positioned as a

benefit, promoting its government-restricted tourist volume side by side

with its continuous history, unique culture and pristine ecology. This platform

will likely benefit Bhutan in the coming years as more nations become

part of a familiar global community. Jordan, although featuring a variety of

assets, is able to truly stand out for its unique wonder of the world—Petra—

as well as its biblical sites and desert castles. Its distinctive historic places

give the country a special advantage. Djibouti, located in the Horn of Africa,

has a long history of trade. It is aiming to avail its unique topography

toward an eco- and sea-tourism focus, complementing an experience of

a storied African nation with that of a haven for water sports.

SMALL AND SPECIAL

Lastly, although small in size, several modest-sized countries promote

the breadth of their activities and the convenience of “doing it all.”

This direction is a mini version of what countries like Canada and the US

offer and can be seen in Singapore, a destination that markets itself as

a unique and varied melting pot. Festivals, history, shopping, nightlife,

entertainment and dining are all strongly promoted. Israel is another

nation that, despite its obvious and rich religious history, has promoted

its modern cities like Tel Aviv, beach resorts like Eilat, and nightclubs

and entertainment. Qatar has also showcased itself as a destination rich

in both history and in modern offerings. From cultural attractions like

the new Museum of Islamic Art to ancient souks, the inland sea and

water sports, Qatar is presenting itself as a place to do many things

in a premium atmosphere.

Small countries can break through the clutter of the larger, more dominant

destinations by leveraging their size as an advantage to travelers. Whether

it is highlighting a core asset and complementing it with additional,

less-established activities, focusing on limited status along with authentic

and unique qualities, or delivering a variety of offerings to visitors in a

more manageable, approachable size, what is clear is that emphasizing

rather than ignoring a smaller size may prove to be a key benefit in the

coming years.

SOMETHING FOR EVERYONE

smaller destinations Offering Big Value: The Next Wave of Country Brands? continued

A CORE ASSET AND SUPPORT ATTRACTIONS


The Impact of Icons on Country Brand ImageEvery country has assets that can be leveraged to create an image and to position its brand in the minds of visitors, investors

and citizens. Some nations, however, are “blessed” with a truly iconic feature that to some degree dominates what people think

of when they consider the country.

On the positive side, a dominant feature will help to shape overall image

and differentiate the country brand. On the negative side, it can be a

barrier to a broader and possibly more relevant image for the country.

Two examples are Australia and Egypt.

The use of the kangaroo, a well-known species found only in Australia,

could be expected and clichéd. Instead, Australia has embraced the

kangaroo as a symbol of how different everything is in the country and

used this as the basis to create a compelling and enduring brand platform.

It is a platform that has helped the country rank in the Top 3 overall in

all five Country Brand Indexes to date (2005–2009).

The pyramids of Giza include the last remaining of the original Seven

Wonders of the World. Collectively, they may be the world’s best-known

country brand icon and have helped Egypt rank well in History (#1), Art &

Culture (#6) and Authenticity (#19). However, Egypt has struggled to find

a way to use this asset while positioning itself as a modern, multifaceted

nation that includes world-class beach resorts, engaging cities, a wide

variety of attractions, famed exports and diverse investment opportunities.

Egypt uses an alternative and undifferentiated symbol, the sun, in its brand

identity, and the pyramids play a minimal role in the country’s marketing.

The result has been a slow decline in Egypt’s overall brand strength,

falling from a #8 overall ranking in 2005 to a #40 ranking in 2009.


DEF

ININ

G S

YMB

OLS

COUNTRY ICON IMAGE QUALITIES EVOkED

CAMBODIA

CHINA

EGYPT

GREECE

INDIA

PERU

AUSTRALIA

BRAZIL

NEPAL

ST. LUCIA

TANZANIA

UAE

Ancient, Magnificent, Cultural, Stirring

Ancient, Monumental, Cultural, Stirring

Ancient, Monumental, Cultural, Stirring


Beautiful, Magnificent, Cultural, Stirring


Unique, Outdoor, Rugged, Engaging

Celebration, Abandon, Colorful, Engaging

Monumental, Majestic, Challenging, Unspoiled

Beautiful, Verdant, Paradise, Unspoiled

Majestic, Beautiful, Nature, Untamed

Innovative, Ingenious, Premium, Inspiring

Angkor Wat

Great Wall

Pyramids of Giza

Parthenon

Taj Mahal

Machu Picchu

Kangaroo

Carnival

Mount Everest

Pitons

Mount Kilimanjaro /Serengeti

The Palm, Dubai

History (#12), Art & Culture (#26), Authenticity (#4)






Authenticity (#8), Outdoor Activities & Sports (#1), Natural Beauty (#10)

Nightlife (#4), Art & Culture (#23), Authenticity (#26)

Authenticity (#10), Natural Beauty (#13), Outdoor Activities & Sports (#21)

Natural Beauty (#19), Rest & Relaxation (#7), Beach (#9)

Natural Beauty (#29), Authenticity (#30), Outdoor Activities & Sports (#23)

Rising Star (#1), Advanced Technology (#11), Standard of Living (#11)

RELEVANT BRAND IMAGE RANkINGS

The Impact of Icons on Country Brand Image continuedH

ISTO

RIC

MO

NU

MEN

TS


As diverse as the six historic monuments on the previous page are, the country

brands these icons contribute to (Cambodia, China, Egypt, Greece, India

and Peru) all benefit similarly, showing strength in History, Art & Culture and

Authenticity. This is not to say that in each case the historic monument

is the only contributor to the nation’s image along these dimensions but

rather that countries with a historic monument as a dominant icon tend to

be perceived very strongly for History, Art & Culture and Authenticity.

The defining symbols similarly benefit their host countries, albeit very

differently. The Palm in Dubai has helped the UAE quickly establish itself

as a Rising Star with Advanced Technology and a high Standard of Living.

The Carnival celebration helps to position Brazil as one of the best countries

for Nightlife in the world. The Pitons of St. Lucia provide a powerful image of

verdant Natural Beauty that shapes the way visitors see the island, while

Mount Kilimanjaro and the Serengeti—which may be better known to

some than the country of Tanzania itself—help showcase the country as

one of the most noteworthy in Natural Beauty, Authenticity and Outdoor

Activities & Sports.

Whether a country brand powerhouse like Australia or a slowly declining

brand like Egypt, significant icons play a vital role in how the brand is

perceived. How a nation leverages a dominant asset will largely determine

the degree to which the country’s brand benefits from the association.

In each case, the icon presents its country with a quandary: if you choose

to not leverage the icon, as Egypt has done, you risk weakening the brand

image qualities the icon helped associate with the country. The converse

is true as well. Too strong an overt focus on an icon could prove limiting

to a country brand. Cambodia has done well capitalizing on Angkor Wat.

The question for the country moving forward will be how to move beyond

the image and associations brought forth by this icon.

Another approach that has proven effective for several nations is to leverage

a dominant icon by universalizing it. Australia uses the uniqueness and

expressive personality of the kangaroo as a symbol to underscore its

distinctiveness. Naturally Nepal makes the mountain a symbol of naturalism

and not just a portrayal of Mount Everest. St. Lucia shades the Pitons with

the colors of its flag to transform the mountains into a pride mark for citizens.

The Impact of Icons on Country Brand Image continued

NATION / TOURISM LOGOS THAT LEVERAGE THE COUNTRY ICON

NATION / TOURISM LOGOS THAT DO NOT LEVERAGE THE COUNTRY ICON


Revisiting dangerous TravelIn 2008, the Country Brand Index first reported on the idea that perceptions of safety do not always negatively affect the

desirability of a destination. The trend has continued in 2009 where the swine flu pandemic has added to the list of things

to fear. In 2009, there are a wide variety of countries that are perceived as unsafe—whether from terrorism, violence, crime

or health concerns—that rank much higher in Desire to Visit/Visit Again. The chart on the next page shows the differential

between the rankings of the 20 countries seen as least safe and the related desire to visit these countries. Interestingly,

the countries included are all comparatively desirable destinations. This shows that there appears to be a segment of travelers

drawn to “danger destinations.” For others, a compelling tourism experience can overcome many issues, including safety.


RANkING FOR SAFETY

93 69 +24

DIFFERENCERANkING FOR DESIRE TO VISIT/VISIT AGAINTHE BOTTOM 20 COUNTRIES RANkED FOR SAFETY

AVERAGE

TANZANIA

RUSSIA

VIETNAM

SOUTH AFRICA

ECUADOR

UKRAINE

BOTSWANA

MOROCCO

LAOS

LEBANON

SENEGAL

NAMIBIA

GUATEMALA

LIBYA

ZIMBABWE

CAMBODIA

IRAN

MOZAMBIQUE

AZERBAIJAN

KENYA

83

84

85

86

87

88

89

90

91

92

93

94

95

96

97

98

99

100

101

102

65

55

25

18

53

82

57

69

75

79

90

35

93

101

95

74

98

77

102

31

+18

+29

+60

+68

+34

+6

+32

+21

+16

+13

+3

+59

+2

-5

+2

+24

+1

+23

-1

+71

Revisiting dangerous Travel continued


Country Branding and social MediaIn one way or another, most country brand marketing efforts attempt to

encapsulate and communicate the essential experience of the destination

in order to lure potential visitors. Ironically, many of the attempts fall short of

the mark because of the difficulty of conveying directly to a broad public the

real feel of a day on one of the world’s most beautiful beaches, the clatter

and color of a local bazaar, or the personal fulfillment of a true adventure.

It has been traditionally assumed that the best way to communicate the

experience of a place, and the best travel writing in general, comes only

from professional editors and reporters. However, the emergence of social

media has completely undermined this thinking. Democracy has come to

the travel business. Individuals are sharing their firsthand experiences of

destinations through the written word, photographs and video, and the

public is responding.

For example, the travelogue, with a rich legacy in the history of world

travel, has now been democratized and amplified by technology. Sites like

TripAdvisor.com and Wikitravel.com provide consumer reviews that aid

potential visitors in making the choices that will result in better vacation

experiences and more powerful word-of-mouth referrals when they

return home.

As a communications channel, social media has undergone such dramatic

growth that its increasingly important role in tourism marketing was

inevitable. Consider that using social networks and blogs is already the

fourth most popular online activity—more popular than email. Facebook

now has 200 million users, YouTube is projected to serve more than 75

billion video streams to approximately 375 million people and Flickr

now hosts more than 3.6 billion user images. Through social media,

the syndication of tourism information has become a part of the routine

experience of a massive global audience.39

Today, we are seeing increasing efforts to aggregate genuine endorsements,

facilitate spirited conversation, and participate with the kind of credible

planning information consumers have always expected of a destination

representative. Blogs large and small, video-sharing sites like YouTube,

and real-time discovery platforms like Twitter provide powerful tools for

countries to communicate the essence of their brands and to provide a

better feel of the experience of the destination. It shouldn’t be surprising,

then, that many national tourism boards are now scrambling to capitalize

on the social media phenomenon to get their messages to potential visitors.

SOUTH AFRICA’S YOUTUBE PAGE


Social media campaigns may look spontaneous, simple

and free. They are not. An effective social media program

is based on a solid strategy that considers audience and

objectives before technology. Beyond this, it requires an

ongoing investment of time and talent to facilitate and

perpetuate the conversation in a way that ensures the

continued participation of the destination while benefitting

both its prior and potential visitors.

A frequently referenced social media tourism campaign executed this

past year was the “Best Job in the World” Island Caretaker contest

(www.islandreefjob.com) created by Tourism Queensland. The position was

a newly created role designed to help promote the islands of the Great Barrier

Reef to the world by paying the winner to work for six months exploring

the islands and reporting on his or her travels through regular blog posts.

A winner was selected from the more than 34,000 people from around

the globe who applied by sending in 60-second videos showing their

creativity and skills. The campaign’s success can be attributed to many

factors, most notably its universal appeal, effective use of multiple social

media channels and delivery of an experience money can’t buy. It was

recently awarded the PR Grand Prix at the Cannes Lions International

Advertising Festival.40

The Bahamas Ministry of Tourism recently ran an online promotion with

the intent to be entertaining and humorous but also relevant—focusing on

people’s inherent need or desire to escape to the islands. “Bahama Fridays”

(www.bahamafridays.com) was launched as a digital marketing campaign

that included a spoof viral video about a company whose policy encouraged

employees to wear their beach attire to work on Fridays. The campaign

was extended through a consumer ambush event in New York City’s Grand

Central Terminal, a sweepstakes giveaway to the Bahamas, an email blast

to the country’s visitor database, and other social media components such

as a “Bahama Fridays” Facebook page. This summer campaign generated

more than 4.2 million impressions for the Bahamas.41

South Africa is using the FIFA World Cup 2010 as the focal point of a

social media campaign that extends beyond the event itself to promote

the country as a tourist destination (www.fifa.com/worldcup/destination/

index.html). Across Facebook, Twitter, Blogger and Flickr, South Africa is

telling its story to millions of fans, building its nation brand while turning

people’s attention to an event that, for a month, will have the eyes of the

world focused on South Africa. To date, the program has been a success.

According to FIFA on the FIFA 2010 World Cup Blog, “Twenty-four hours

after the online tickets went on sale, applications from 128 countries for

216,975 tickets had been received via the website, excluding the hard

paper applications handed in by South African residents at FNB branches

in the host country...‘These are fantastic numbers, underlining yet again

the fervour taking hold around the world for the 2010 FIFA World Cup,

the first on the African continent...’ says David Will, FIFA Honorary

Vice-President and Chairman of the FIFA Ticketing Sub-Committee.”

SOUTH AFRICA’S FACEBOOk PAGE QUEENSLAND, AUSTRALIA’S ISLANDFREEJOB.COM

Country Branding and social Media continued


Rankings


65. Regional

73. Detailed

RANkINGS / 65COUNTRY BRAND INDEX 2009

With the expansion of the Country Brand Index in 2009 to cover and evaluate 102 nations, we were able for the first time to evaluate broad

geographic areas. The rankings below are based on the composite average ratings achieved by the countries in their specific regions and reflect

the average country brand strength of constituent countries.

Top Country Brand Regions

01 wESTERN EUROPE02 ASIA PACIFIC03 CARIBBEAN04 AMERICAS05 MENA (MIddLE EasT, NORTH afRICa)06 SUB-SAHARAN AFRICA07 CENTRAL / EASTERN EUROPE

With some of the most mature country brands and five of the 2009 Top 10,

Western Europe performed as expected, rising to the top position as the

region with the strongest overall nation brands.

At the other end of the spectrum, the countries of MENA, sub-Saharan Africa

and Central/Eastern Europe have come to country branding much more

recently, which shows in the comparative lack of development of their brands.


Top Country Brandsof Western Europe

No surprise: it is the usual suspects—France, Italy, UK, Germany

and Spain—that are at the top of the rankings in Western Europe.

There are several brand associations dominated by Western European

countries. Collectively, these image attributes set the region apart. For Quality

Products, Political Freedom and Ease of Travel, the region accounts

for six of the Top 10 brands; for Art & Culture, Standard of Living and

Environmentalism, five of the global Top 10 are from the region.

Beyond the top five brands in the region, all of which were among the Top

10 overall country brands for 2009, there is a very strong second tier with

Switzerland, Ireland and Greece.

One of the noteworthy outcomes of 2009 is the relatively modest showing of

the Scandinavian nation brands, given that—with the exception of Finland—

the countries (Denmark, Iceland, Norway and Sweden) have shown stronger

country brand performances in recent years. Their declines might be driven

by the reduced demand for tourism globally, which may have focused

more traveler attention on the better established, larger tourism destinations.

SPOTLIGHT ON GERMANYWhile Germany has been a strong brand through every Country Brand Index, in 2009 it climbed into the overall Top 10 for the first time. Driven by strong performance across all HDM brand strength measures from awareness to advocacy, including 14 top 10 rankings in country brand associations, Germany has the brand assets to retain a top ranking for at least the near-term.

1

50

102

Country Brand RankRegional Ranking

FRANCE

ITALY

UNITED kINGDOM

GERMANY

SPAIN

SwITZERLAND

IRELAND

GREECE

FINLAND

SwEDEN

PORTUGAL

NORwAY

NETHERLANDS

ICELAND

AUSTRIA

DENMARk

BELGIUM

CYPRUS

MALTA

01

02

03

04

05

06

07

08

09

10

11

12

13

14

15

16

17

18

19


AUSTRALIA

NEw ZEALAND

JAPAN

SINGAPORE

INDIA

MALDIVES

THAILAND

TAHITI

MALAYSIA

FIJI

PHILIPPINES

SOUTH kOREA

CHINA

INDONESIA

VIETNAM

BHUTAN

NEPAL

CAMBODIA

LAOS

Top Country Brandsof asia Pacific

1

50

102

Country Brand RankRegional Rank

01

02

03

04

05

06

07

08

09

10

11

12

13

14

15

16

17

18

19

Australia, New Zealand and Japan are strong, diverse brands that

lead the region.

Asia Pacific is a region on the rise, with countries showing a concentration

of strong associations as both tourist and business destinations. The region

accounts for seven of the Top 10 country brands ranked for Authenticity;

six of the Top 10 in Value for Money; and five of the Top 10 in Desire to

Visit/Visit Again, Ideal for Business and Extend a Business Trip.

Beyond Australia, New Zealand and Japan—all Top 10 country brands

in 2009—there are a number of second-tier nations in the region that

are developing into strong brands. Among these are Singapore, India,

Thailand, Malaysia, China, South Korea and the Philippines.

In addition, the Maldives, Tahiti and Fiji remain relatively strong brands

that are among the most highly esteemed beach destinations in the world.

SPOTLIGHT ON SINGAPORESingapore has quietly risen to the #13 overall ranking among country brands. Long-known as a strong business locale, Singapore has become a truly well-rounded destination, with Top 10 rankings in Shopping (#1), Fine Dining (#5), Nightlife (#7) and Environmentalism (#8).


SPOTLIGHT ON BERMUDABermuda is another quietly rising country brand, reaching a #15 overall ranking in 2009. In a year that saw traditional Caribbean leaders Jamaica and the Bahamas fall as country brands, Bermuda rose. Given its rankings in 2009, Bermuda looks like a powerhouse destination: #2 for Beaches, #5 for Friendly Locals, #6 for Rest & Relaxation, #7 for Resort & Lodging Options, #8 for Outdoor Activities & Sports and #5 for both Safety and Ease of Travel.

BERMUDA

ARUBA

BAHAMAS

BARBADOS

ST. LUCIA

DOMINICAN REPUBLIC

JAMAICA

TRINIDAD & TOBAGO

CUBA

Top Country Brandsof the Caribbean

1

50

102


01

02

03

04

05

06

07

08

09

With relatively strong brands from top to bottom, the Caribbean is a

strong region that earned its #3 position in the regional Top 10 list.

Given its geography and weather, there should be little surprise that the

Caribbean is the top region in the world for Beaches (six of the Top 10)

and Rest & Relaxation (five of the Top 10).

The Bahamas and Jamaica, country brands that have traditionally led the

region, were the most hard-hit in 2009. The ascendance of Bermuda and

Aruba in a year that saw declines in tourist arrivals may be due to the

increased advertising and marketing that both countries did to minimize

the impact of the global downturn. While the Bahamas also promoted

heavily, its focus on low-cost deals did not enhance perceptions of its

country brand; in fact, the Bahamas’ global ranking for Value for Money

dropped from #34 to #57 in the past year.

Overall, Barbados and St. Lucia both ranked well, particularly when

considering the relative size of their populations.


The North American brands dominate the region, but a strong second

group of country brands has emerged.

The Americas is one of the most polarized regions with regard to country

brand development. The region is home to the top two ranked nation

brands overall in 2009, the US and Canada, as well as a number of

countries showing minimal brand maturity. As a whole, the region stands

out for only one association—Outdoor Activities & Sports, with five of the

Top 10 country brands ranked for this attribute.

Mexico, Costa Rica, Brazil and Argentina have emerged as relatively strong

country brands (each is ranked in the top 40 overall), while Belize, Uruguay,

Peru, Chile and Panama all appear to be on the rise.

The other nations in the region are all largely undeveloped as brands, although

Colombia has recently embarked on an aggressive branding campaign.

SPOTLIGHT ON COSTA RICACosta Rica has done an excellent job of positioning itself as an eco-friendly, exotic destination. Top 10 rankings include #2 for Natural Beauty, #3 for Outdoor Activities & Sports, #6 for Authenticity and #6 for Environmentalism. This combination of strengths is unique and is helping Costa Rica become a top-tier destination.

USA

CANADA

MEXICO

COSTA RICA

BRAZIL

ARGENTINA

BELIZE

URUGUAY

PERU

CHILE

PANAMA

VENEZUELA

ECUADOR

COLOMBIA

NICARAGUA

GUATEMALA

EL SALVADOR

Top Country Brandsof the Americas

1

50

102


01

02

03

04

05

06

07

08

09

10

11

12

13

14

15

16

17


UNITED ARAB EMIRATES

EGYPT

ISRAEL

TURkEY*

OMAN

SAUDI ARABIA

QATAR

BAHRAIN

JORDAN

MOROCCO

TUNISIA

LEBANON

SYRIA

ALGERIA

IRAN

AZERBAIJAN*

LIBYA

The UAE has risen to take the top country brand spot traditionally

held by Egypt in the region.

Overall, MENA is a region of relatively underdeveloped country brands,

albeit with a number of truly iconic destinations. There are no associations

“owned” by the region; History is the strongest common attribute, with three

of the Top 10 country brands.

Driven largely by the meteoric rise of Dubai as a world city and the emergence

of Abu Dhabi as an economic powerhouse, the UAE has become a relatively

strong country brand that is still maturing.

Egypt, Israel and Turkey remain nation brands with distinctive strengths,

but none shows movement toward a top ranking in the region at this time.

The tier below, consisting of Oman, Saudi Arabia, Qatar, Bahrain, Jordan

and Tunisia are all on the rise and should help raise the profile of the

region overall in coming years. Morocco, Lebanon, Syria, Algeria and

Azerbaijan are all underperforming country brands considering the assets

each country has.

*Not traditional MENa countries

Top Country Brandsof MENa (Middle East, North africa)

1

50

102


01

02

03

04

05

06

07

08

09

10

11

12

13

14

15

16

17

SPOTLIGHT ON EGYPTThe ascension of the United Arab Emirates to the top spot in the region has been coupled by the slow decline of Egypt. While still ranked #1 in History and #6 for Art & Culture, Egypt’s brand has begun to soften overall. To date, the country has failed to capitalize on its secondary assets. A great example is the surprising #50 ranking for Beach despite the regional popularity of Sharm el Sheikh and numerous other Red Sea and Mediterranean resorts.


Sub-Saharan Africa is a region of great mystique and richness that shows a

comparatively low level of country brand development across all its countries.

The two leading country brands in the region include the first African nation

to host the FIFA World Cup (in 2010), South Africa, and an emerging

global beach destination, Mauritius. These two countries account for all

of the region’s Top 10 rankings: South Africa for Rising Star and Natural

Beauty, and Mauritius for Beaches and Rest & Relaxation.

The other nations in the region have significant country brand assets but

have not leveraged these through consistent branding programs to create

perceived strengths.

On the flip side, however, the region may best be characterized overall

by its continued negative association with danger, as five of the bottom

10 countries ranked for Safety are located in the region.

South Africa, with significant upward movement, has established

itself as the dominant country brand in the region.

SPOTLIGHT ON KENYAKnown for its natural beauty, spectacular wildlife and robust economy, Kenya was becoming a leading destination in the sub-continent, with 16.4% average annual growth in tourist arrivals from 2003–2007. However, three years of drought and an embattled government have shifted the fortunes of this once Rising Star. In 2008, Kenya reported a decrease of 33.8% in tourist arrivals compared to 2007,42 further exacerbating the country’s difficulties.

SOUTH AFRICA

MAURITIUS

kENYA

TANZANIA

NAMIBIA

BOTSwANA

NIGERIA

MOZAMBIQUE

SENEGAL

ZIMBABwE

Top Country Brandsof sub-saharan africa

1

50

102


01

02

03

04

05

06

07

08

09

10


A region with younger, less mature country brands, Central and

Eastern Europe is an area of great potential, with a number of

emerging nations.

While the countries in this region have significant assets in History,

Art & Culture and Natural Beauty, many still bear the “scars” 20 years later

from having been part of the Soviet Union—namely, the commonplace

lack of a service culture and the often-poor preservation of historical

monuments and cultural icons.

All the country brands in this region are comparatively undeveloped:

the Czech Republic is the region’s highest-ranked brand in 2009, with a

#56 overall ranking out of the 102 countries measured. None of the nations

in this region stands out with any positive associations. Only Croatia, as a

Rising Star, achieves a Top 10 ranking. There are, however, two important

negative associations: Central/Eastern Europe accounts for six of the bottom

10 nations ranked for Authenticity and five of the bottom 10 ranked for

Friendly Locals.

SPOTLIGHT ON CZECH REPUBLICThe Czech Republic is an example of a country brand that may be overshadowed by its capital city. While Prague is seen as a vibrant urban hotspot in Europe, the Czech Republic is a young country, formed in 1993, that has a comparatively low profile. With Top 20 global rankings in #17 for decision/visitation, #14 for Art & Culture and #19 for History, the Czech Republic is a relatively undeveloped country brand.

CZECH REPUBLIC

BULGARIA

CROATIA

HUNGARY

SLOVENIA

RUSSIAN FEDERATION

UkRAINE

ROMANIA

POLAND

SLOVAkIA

ESTONIA

Top Country Brandsof Central/Eastern Europe

1

50

102


01

02

03

04

05

06

07

08

09

10

11


With a wealth of well-preserved treasures of a time long past, Egypt has one of the most fascinating histories in the world.

Dedicated to preserving its distinctive essence, Japan continues to highlight its architecture and gardens, traditional dress and cuisine, and thriving popular culture.

Tourists travel from all corners of the globe to revel in the history and beauty of Italy’s art, music and architecture.

Magnificent pasts celebrated by citizens and visitors alike

Delivering distinctive, genuine and unique cultural experiences

A thriving environment for the arts, architecture, literature and performing arts

HISTORYAUTHENTICITY ART & CULTURE

2. India (8)

3. Peru (9)

4. Israel (5)

5. Italy (2)

6. China (7)

7. Greece (4)

8. United Kingdom (6)

9. France (3)

10. Jordan

2. India (4)

3. Peru (7)

4. Cambodia

5. Bhutan

6. Costa Rica

7. Belize (8)

8. Australia (9)

9. New Zealand (1)

10. Nepal

2. France (2)

3. India (8)

4. Japan (4)

5. Greece (5)

6. Egypt (3)

7. Peru

8. China (9)

9. Germany (10)


1. EGYPT (1)1. JAPAN (2) 1. ITALY (1)


Canada’s diversity of hotels and resorts cater to visitors of all means and preferences, making the country’s diverse landscapes and varied activities accessible to all.

A superior variety of accommodation optionsRESORT & LODGING OPTIONS EASE OF TRAVEL

2. Tahiti (10)

3. Bahamas (7)

4. United States (2)

5. Mexico

6. Australia (4)

7. Bermuda

8. Maldives (3)

9. France

10. Malaysia

1. CANADA (6)

2. Ireland

3. Canada (3)

4. Singapore

5. Bermuda

6. France (10)

7. Argentina

8. Finland

9. Belgium

10. Spain (2)

Positioned in Western Europe and equipped with modern, highly-efficient international and domestic transport networks, getting to, from and around Germany is simple.

The ability to easily enter, travel within and exit a country

1. GERMANY (5)

A stable government, high health and safety standards and low crime rates make Canada the safest-rated country this year.

Considered most stable and secureSAFETY

2. Germany

3. Japan

4. New Zealand (3)

5. Bermuda

6. Singapore

7. Finland

8. Ireland

9. Switzerland (2)

10. Australia (10)

1. CANADA (6)


From its beautiful beaches and crystal-clear

lagoons to lush tropical valleys and soaring

volcanic cliffs, Tahiti may be the most striking

collection of islands on earth.

Offering the ultimate in seclusion in the middle of

the South Pacific, Tahiti’s intimate resorts, small,

peaceful villages and miles of quiet, pristine

beaches offer unmatched serenity.

The 118 idyllic islands across five archipelagos

that comprise Tahiti offer miles of beautiful

beaches, some with pure white sand, others with

pink or black basalt sand.

Striking topography and physical assetsThe ideal array of tranquil and rejuvenating activities

Pristine beaches, from remote to mainstreamNATURAL BEAUTYREST & RELAXATION BEACH

2. Costa Rica

3. Canada (7)

4. New Zealand (1)

5. Fiji

6. South Africa

7. Belize

8. Ireland (6)

9. Peru

10. Australia (5)

2. Barbados

3. Aruba (7)

4. Fiji (4)

5. Bahamas (5)

6. Bermuda (6)

7. St. Lucia

8. Maldives (1)

9. Mauritius

10. Mexico

2. Bermuda (9)

3. Aruba

4. Barbados (7)

5. Bahamas (3)

6. Fiji (6)

7. Jamaica

8. Maldives (1)

9. St. Lucia

10. Mauritius

1. TAHITI (9)1. TAHITI (2) 1. TAHITI (2)


With an eclectic mix of traditional, after-dark entertainment enjoyed for centuries as well as Western-style bars, clubs and discos, Japan has some of the best nightlife in the world.

Noteworthy bar, nightclub and late-night sceneNIGHTLIFE



4. Brazil (2)

5. Thailand (4)

6. Germany

7. Singapore (7)

8. Spain (3)

9. France (10)

10. Argentina

1. JAPAN (1)

From the wealth of designer brands available on the famous Orchard Road to bargaining in Little India and duty-free shopping at Changi Airport, travelers the world over enjoy the diversity of the shopping experience in Singapore.

Accessible, diverse and abundant retail choicesSHOPPING


3. Japan (5)

4. United Arab Emirates (2)


6. South Korea (10)

7. Italy (7)

8. France (6)

9. Canada

10. Thailand (4)

1. SINGAPORE (3)

A world-famous cuisine with a tradition of not-to-be-missed foods, fine dining in France incorporates diverse regional ingredients and inspiration from the rolling vineyards of Burgundy to the coastline of Normandy.

Superior culinary offerings and experiencesFINE DINING

2. Italy (1)

3. Japan (3)

4. Argentina

5. Singapore (4)

6. South Korea

7. India

8. Canada

9. Germany

10. Portugal

1. FRANCE (2)


2. Australia (4)


4. New Zealand (5)

5. Portugal

6. Ireland (9)

7. Cyprus

8. Aruba

9. Germany

10. United Kingdom

From exploring the outback and climbing the Sydney

Harbour Bridge to diving in the Great Barrier Reef

and skiing the Snowy Mountains, Australia offers an

extensive array of active opportunities.

Best conditions, terrain and opportunities for land or water sports

OUTDOOR ACTIVITIES & SPORTS

2. New Zealand (2)

3. Costa Rica

4. Canada (3)

5. Aruba (7)


7. Belize (4)

8. Bermuda

9. Tahiti

10. Brazil

1. AUSTRALIA (1)

The warmth, hospitality and naturally friendly

disposition of its citizens help make Fiji the

leading country brand in this category.

Welcoming citizens who make visitors feel comfortable

FRIENDLY LOCALS

2. Ireland (2)

3. Aruba

4. Thailand (3)

5. Bermuda

6. Tahiti

7. Trinidad & Tobago

8. Uruguay

9. Canada (4)

10. New Zealand (1)

1. FIJI (8)

Canada has a large array of natural wonders,

outdoor activities and events to discover,

making it a perfect destination for families

to explore.

Providing diverse activities and offerings for visitors of all ages

FAMILIES

1. CANADA (1)


The UAE has established itself as the up-

and-coming destination of the year, home to

an abundance of extraordinary architecture,

luxurious hospitality and cultural experiences.

In addition to having a vibrant and authentic

culture, excellent cuisine and a fascinating

history, India is also one of the most affordable

destinations in the world.

On their way to becoming major destinations Offering the most in return for the price you payRISING STARVALUE FOR MONEY

2. China (1)

3. Vietnam (4)

4. Croatia (3)

5. South Africa

6. India (5)

7. Cuba (6)

8. Turkey (8)

9. Costa Rica (7)

10. Thailand

2. Mexico (3)

3. Thailand (1)

4. Vietnam

5. Bulgaria

6. Indonesia

7. Malaysia (7)

8. Philippines

9. Canada

10. Ecuador

1. UNITED ARAB EMIRATES (2)1. INDIA (2)

2. Canada (7)

3. Japan (6)

4. Finland

5. Singapore

6. Australia (4)

7. United Kingdom

8. France

9. United States

10. Switzerland (5)

Germany combines a historically strong business

climate, high GDP per capita, comparatively

low unemployment, cosmopolitan cities and

modern infrastructure.

Countries with the best quality of lifeSTANDARD OF LIVING

1. GERMANY (8)



3. Canada (1)


5. Germany (3)

6. Australia (8)

7. Ireland (5)

8. Japan (9)

9. Belgium

10. Bermuda

2. Singapore

3. Japan (10)

4. Germany (2)

5. Canada (9)


7. China (7)

8. United Arab Emirates

9. India

10. Australia (6)

The United States provides the broadest range

of opportunities for doing business, and with

the largest and most diversified economy in

the world, it is this year’s leader for business.

Considered best to do business in or withIDEAL FOR BUSINESS

1. UNITED STATES (1)

Open to all languages, cultures and business

opportunities, Singapore is renowned for its

stable environment, good governance and

progressive foreign trade policy.

Welcoming and facilitating business cultureEASIEST TO DO BUSINESS IN NEw COUNTRY FOR BUSINESS

1. SINGAPORE (7)

Japan’s reputation as a prosperous nation with

a wealth of business opportunities makes it the

#1 country where people would like to start

doing business.

The place where people would most like to start doing business


3. United Kingdom

4. India

5. Singapore (3)

6. Australia

7. Switzerland (6)

8. Canada (4)

9. Finland

10. Israel

1. JAPAN (1)


2. Germany

3. Australia (8)


5. New Zealand (2)

6. Belgium (7)

7. United States

8. Finland

9. Ireland

10. Netherlands (1)

Canada’s low level of corruption, legalization of

same-sex marriage, and freedom of the press,

religion and education makes it one of the most

politically free societies in the world.

Noted for democratic institutions and civil liberties

POLITICAL FREEDOM

1. CANADA (6)

2. Japan (4)

3. Italy (9)


5. New Zealand (2)

6. Canada (8)

7. India

8. Ireland (5)

9. Singapore

10. United Kingdom

Attending a business engagement in Australia offers the perfect excuse to stay a little longer to experience the wide variety of great leisure attractions that make this such a desirable tourist destination.

Where travelers want to extend business travel into personal vacation

EXTEND A BUSINESS TRIP

1. AUSTRALIA (1)

2. Germany (4)

3. Singapore (3)



6. Canada (5)

7. United Arab Emirates (7)

8. France

9. India

10. Finland

Japan’s high-quality of meeting facilities,

intriguing people and culture, and advanced

technology make it the #1 country for

conferences and conventions in the world.

Preferred off-site convention destinationCONFERENCES

1. JAPAN (1)


2. Australia (1)

3. New Zealand (2)

4. Switzerland (4)



7. Bermuda

8. France

9. Singapore

10. Ireland (8)

A multitude of natural wonders, diverse culture,

sophisticated cities, high-quality healthcare

and education, and a stable government make

Canada the place more people would want to live.

Where people would choose to live, outside their home country

MOST LIkE TO LIVE IN

1. CANADA (3)


3. Germany (3)

4. Finland

5. Switzerland (7)

6. Italy (5)

7. France (4)

8. Canada (8)

9. Singapore


Manufacturing high-quality products is one

of the attributes Japan is best known for

around the world.

Producer of the most high-quality goods and services

QUALITY PRODUCTS

1. JAPAN (1)

Warm and hospitable people, ideal weather,

captivating natural beauty and a plethora of

things to do and see make Australia the country

most would like to visit or revisit.

The country travelers would most like to visit or return to

DESIRE TO VISIT / VISIT AGAIN

2. New Zealand (1)

3. Maldives (5)

4. Tahiti


6. Japan (8)

7. Italy (2)

8. Canada (9)

9. India

10. Greece

1. AUSTRALIA (3)


2. Germany (5)


4. Singapore (6)


6. Finland (8)

7. Canada

8. South Korea (9)

9. France

10. Israel

Having made noteworthy contributions in the

fields of automobiles, electronics, machinery,

optics and chemicals, Japan is seen as the

leading nation for advanced technology.

The country where the latest technologies are most prevalent

ADVANCED TECHNOLOGY

1. JAPAN (1)

Finland is very successful in minimizing air and water pollution, developing policies for ecologically sustainable development, and maintaining some of the lowest levels of greenhouse gas emissions in the world.

Most oriented toward environmental protectionENVIRONMENTALISM

2. Germany (8)

3. Canada (9)

4. New Zealand (4)

5. Iceland (6)

6. Costa Rica

7. Sweden (1)

8. Singapore

9. Switzerland (3)

10. Japan

1. FINLAND (5)


kEY CONTACT For more information about the Country Brand Index, marketing seminars,

FutureBrand’s services, or to purchase customized data, please contact:

Rina Plapler

[email protected]

+1 212 931 64431. 2009 Travel and Tourism Economic Research, World Travel & Tourism Council; CIA World Factbook, 2009

2. “World View,” World Bank World Development Indicators, 2009

3. “World Investment Report 2009,” United Nations Conference on Trade and Development, 2009

4-5. Tourism Impact Data and Forecasts, Key Facts At A Glance, World Travel & Tourism Council

6. UNWTO World Tourism Barometer, Volume 7, No. 1, January 2009

7. Tourism Impact Data and Forecasts, Key Facts At A Glance, World Travel & Tourism Council

8. “World View,” World Bank World Development Indicators, 2009

9. “World Investment Report 2009,” United Nations Conference on Trade and Development, 2009

10. UNWTO World Tourism Barometer, Volume 6, No. 2, June 2008

11. Worldwide Travel & Tourism Economic Impact, 2009, World Travel & Tourism Council

12. U.S. Department of Transportation’s Bureau of Transportation Statistics, July 2009

13. “World On Sale,” Condé Nast Traveler, June 2009

14. Hospitality 2010, Deloitte, August 2006

15. About Yotel, www.yotel.com, 2009

16. “Destination Wedding and Honeymoon Spending on the Rise,” Destination Weddings & Honeymoons Magazine,

May 18, 2009

17. “Kentucky Derby Attendance and Handle Dip Slightly,” Thoroughbred Times, May 2, 2009

18. Singapore Department of Statistics, 2009

19. The 2008 World Factbook

20. CIA World Factbook, 2009

21. World Development Indicators Database, World Bank, October 7, 2009

22. “Forbes Companies in Finland,” www.EconomyWatch.com, 2009

23. The James A. Baker III Institute for Public Policy, Rice University, “Corporate Strategies of Saudi Aramco,”

Yoshikazu Kobayashi, March 2007

24. InformationWeek, “IBM Completes Sale of PC Business to Lenovo,” May 2, 2005

25. The Story, www.Guinness.com, 2009

26. CIA World Factbook, 2009

27. “Libya—A Prosperous Prospect,” www.4Hoteliers.com, September 23, 2008

28. “Fury Grows Over Release of Lockerbie Convict,” New York Times, August 24, 2009

29. “Libyan Leader Delivers a Scolding in U.N. Debut,” New York Times, September 23, 2009

30. “An African World Cup Experience,” www.southafrica.net, 2009

31. Facts and Figures, www.fifa.com, 2009

32. “Economic Impact of Ryder Cup Exceeds Pre Event Predictions,” Deloitte, April 26, 2007

33. “New Complex To Boost Doha’s 2016 Summer Games Bid,” www.GamesBids.com, June 1, 2008

34. “China Marks Olympic Anniversary, Reflects on Olympic Legacy,” VOANews.com, August 10, 2009

35. “Beijing Olympics: China’s Game Face,” www.Broadcasting.com, August 3, 2008

36. “£1.8 Million Campaign Urges Europeans to ‘See More of Britain for Less,’” www.visitbritain.org, April 9, 2009

37. “Tourism New Zealand Selects H&K as AOR,” www.prweekus.com, July 29, 2009

38. “Vive Mexico: A Public Relations Campaign to Promote Travel to Mexico,” www.boomersabroad.com, June 18, 2009

39. “Social Media Statistics to Surprise You,” www.bizzia.com, September 29, 2009

40. B&T, “ Connes: ‘Best Job’ Bags PR Grand Prix for CumminsNitro,” June 23, 2009

41. Weber Shandwick, Social Media Tracking, 2009

42. Facts and Figures, www.tourism.go.ke, 2009

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, the UAE, Germany and Russia. This sample has a

margin of error of ±1.8% at the 95% confidence level. 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 tourism, development, policy and academic

professionals who are not associated with one specific destination.

ACkNOwLEDGEMENT The Country Brand Index was

developed in conjunction with:

SOURCES

The FutureBrand 2009 Country Brand Index Full Report (“2009 CBI Full Report”) is copyright ©2009

FutureBrand. All rights reserved. This means the 2009 CBI Full Report may not be resold in any manner,

given away or posted on the internet, including without limitation making sections of the 2009 CBI Full

Report available on any public network, webserver, email server, FTP or Peer-to-Peer network in any form.

Transferring the 2009 CBI Full Report onto any webserver or public network, even without the presence of

the file being publicized, is not permitted.

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