2009 COUNTRY BRAND INDEX
May 18, 2015
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.
COUNTRY BRAND INDEX 2009 2
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
COUNTRY BRAND INDEX 2009 3
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
COUNTRY BRAND INDEX 2009 4
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
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 7
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%
POPULATION:33,487,208
GDP:$1.3 trillion
GDP COMPOSITION:Services: 69.6%Industry: 28.4%
Agriculture: 2.0%
SIZE:3,855,103 sq. miles
AIRPORTS:1,388
TRAVEL & TOURISM % OFGOVERNMENT EXPENDITURE:
4.1%
TRAVEL & TOURISM GROwTH:-2.0%
TRAVEL & TOURISM INDUSTRY % OF GDP:
8.7%
POPULATION:21,262,641
GDP:$800.2 billion
GDP COMPOSITION:Services: 69.8%Industry: 26.8%
Agriculture: 3.4%
SIZE:2,967,909 sq. miles
AIRPORTS:464
TRAVEL & TOURISM % OFGOVERNMENT EXPENDITURE:
3.7%
TRAVEL & TOURISM GROwTH: -2.6%
TRAVEL & TOURISM INDUSTRY % OF GDP:
10.2%
POPULATION:4,213,418
GDP:$116.7 billion
GDP COMPOSITION:Services: 69.9%Industry: 25.7%
Agriculture: 4.4%
SIZE:103,738 sq. miles
AIRPORTS: 120
TRAVEL & TOURISM % OFGOVERNMENT EXPENDITURE:
3.2%
TRAVEL & TOURISM GROwTH: 5.3%
TRAVEL & TOURISM INDUSTRY % OF GDP:
13.2%
POPULATION:64,057,792
GDP:$2.1 trillion
GDP COMPOSITION:Services: 77.6%Industry: 20.4%
Agriculture: 2.0%
SIZE:248,429 sq. miles
AIRPORTS: 475
TRAVEL & TOURISM % OFGOVERNMENT EXPENDITURE:
3.0%
TRAVEL & TOURISM GROwTH: -4.5%
TRAVEL & TOURISM INDUSTRY % OF GDP:
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
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 8
ITALY JAPAN Uk GERMANY SPAIN6 7 8 9 10
POPULATION:58,126,212
GDP:$1.8 trillion
GDP COMPOSITION:Services: 71.0%Industry: 27.0%
Agriculture: 2.0%
SIZE:116,306 sq. miles
AIRPORTS: 132
TRAVEL & TOURISM % OFGOVERNMENT EXPENDITURE:
3.6%
TRAVEL & TOURISM GROwTH: -4.4%
TRAVEL & TOURISM INDUSTRY % OF GDP:
9.6%
POPULATION:127,078,679
GDP:$4.3 trillion
GDP COMPOSITION:Services: 72.2%Industry: 26.3%
Agriculture: 1.5%
SIZE:145,883 sq. miles
AIRPORTS: 176
TRAVEL & TOURISM % OFGOVERNMENT EXPENDITURE:
4.2%
TRAVEL & TOURISM GROwTH: -3.8%
TRAVEL & TOURISM INDUSTRY % OF GDP:
9.1%
POPULATION:61,113,205
GDP:$2.3 trillion
GDP COMPOSITION:Services: 74.5%Industry: 24.2%
Agriculture: 1.3%
SIZE:94,526 sq. miles
AIRPORTS: 506
TRAVEL & TOURISM % OFGOVERNMENT EXPENDITURE:
2.8%
TRAVEL & TOURISM GROwTH: -0.6%
TRAVEL & TOURISM INDUSTRY % OF GDP:
9.4%
POPULATION:82,329,758
GDP:$2.9 trillion
GDP COMPOSITION:Services: 69.0%Industry: 30.1%
Agriculture: 0.9%
SIZE:137,846 sq. miles
AIRPORTS: 550
TRAVEL & TOURISM % OFGOVERNMENT EXPENDITURE:
2.0%
TRAVEL & TOURISM GROwTH: -3.9%
TRAVEL & TOURISM INDUSTRY % OF GDP:
7.9%
POPULATION:40,525,002
GDP:$1.4 trillion
GDP COMPOSITION:Services: 67.6%Industry: 29.0%
Agriculture: 3.4%
SIZE:195,124 sq. miles
AIRPORTS: 153
TRAVEL & TOURISM % OFGOVERNMENT EXPENDITURE:
6.5%
TRAVEL & TOURISM GROwTH: -4.9%
TRAVEL & TOURISM INDUSTRY % OF GDP:
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
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 9
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
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 10
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
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 11
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.
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 12
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.
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 13
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
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 14
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
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 15
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
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 16
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
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 17
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
aCCORdING TO THE EXPERTs
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 18
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
Views from the Experts continued
aCCORdING TO THE EXPERTs
COUNTRY BRAND INDEX 2009 YEAR IN REVIEw / 19
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?
Views from the Experts continued
aCCORdING TO THE EXPERTs
2009 diagnostics
COUNTRY BRAND INDEX 2009
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
2009 DIAGNOSTICS / 22COUNTRY BRAND INDEX 2009
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
2009 DIAGNOSTICS / 23COUNTRY BRAND INDEX 2009
assessing Brand strength of the Top 10 Country Brands continued
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
AwARENESSRanking / Rating
FAMILIARITYRanking / Rating
PREFERENCERanking / Rating
CONSIDERATIONRanking / Rating
ADVOCACYRanking / Rating
DECISION / VISITATIONRanking / Rating
ASSOCIATIONSRED = #1 ranking
BLACK = Top 10 ranking
Ranking = placement out of 102 countries evaluated / Rating = percentage of respondents (e.g., who are aware, who are familiar...)
2009 DIAGNOSTICS / 24COUNTRY BRAND INDEX 2009
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
DECISION / VISITATION
ADVOCACY
AwARENESS
FAMILIARITY
ASSOCIATIONS
PREFERENCE
CONSIDERATION
DECISION / VISITATION
ADVOCACY
assessing Brand strength of the Top 10 Country Brands continued
2009 DIAGNOSTICS / 25COUNTRY BRAND INDEX 2009
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
2009 DIAGNOSTICS / 26COUNTRY BRAND INDEX 2009
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
2009 DIAGNOSTICS / 27COUNTRY BRAND INDEX 2009
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.
2009 DIAGNOSTICS / 28COUNTRY BRAND INDEX 2009
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
COUNTRY BRAND INDEX 2009
Themes in Nation Building
COUNTRY BRAND INDEX 2009
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.
THEMES IN NATION BUILDING / 31COUNTRY BRAND INDEX 2009
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
THEMES IN NATION BUILDING / 32COUNTRY BRAND INDEX 2009
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
THEMES IN NATION BUILDING / 33COUNTRY BRAND INDEX 2009
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
AwARENESSRanking / Rating
FAMILIARITYRanking / Rating
PREFERENCERanking / Rating
CONSIDERATIONRanking / Rating
ADVOCACYRanking / Rating
DECISION / VISITATIONRanking / Rating
ASSOCIATIONSRED = #1 ranking
BLACK = Top 10 ranking
No meaningful difference
No meaningful difference
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...)
THEMES IN NATION BUILDING / 34COUNTRY BRAND INDEX 2009
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
THEMES IN NATION BUILDING / 35COUNTRY BRAND INDEX 2009
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
THEMES IN NATION BUILDING / 36COUNTRY BRAND INDEX 2009
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
THEMES IN NATION BUILDING / 37COUNTRY BRAND INDEX 2009
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
33.8% DIFFERENCE 35.2%
DIFFERENCE 31.4% DIFFERENCE
24.0% DIFFERENCE
20.9% DIFFERENCE 16.1%
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
THEMES IN NATION BUILDING / 38COUNTRY BRAND INDEX 2009
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
The Gap Between Perception and Reality continued
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%
49.7% DIFFERENCE 34.7%
DIFFERENCE 33.3% DIFFERENCE
36.1% DIFFERENCE 32.3%
DIFFERENCE 31.4% DIFFERENCE
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
THEMES IN NATION BUILDING / 39COUNTRY BRAND INDEX 2009
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
70.3% DIFFERENCE 58.0%
DIFFERENCE
43.3% DIFFERENCE
41.3% DIFFERENCE 36.7%
DIFFERENCE
32.6% DIFFERENCE 26.3%
DIFFERENCE 24.9% DIFFERENCE 19.0%
DIFFERENCE 17.7% DIFFERENCE 7.8%
DIFFERENCE
The Gap Between Perception and Reality continued
THEMES IN NATION BUILDING / 40COUNTRY BRAND INDEX 2009
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
The Gap Between Perception and Reality continued
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
48.6% DIFFERENCE 47.8%
DIFFERENCE 45.1% DIFFERENCE 35.2%
DIFFERENCE
31.3% DIFFERENCE
24.6% DIFFERENCE
20.8% DIFFERENCE
13.9% DIFFERENCE
11.4% DIFFERENCE
THEMES IN NATION BUILDING / 41COUNTRY BRAND INDEX 2009
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
The Gap Between Perception and Reality continued
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%
12.5% DIFFERENCE 11.7%
DIFFERENCE
7.9% DIFFERENCE 7.7%
DIFFERENCE
7.4% DIFFERENCE 6.7%
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
THEMES IN NATION BUILDING / 42COUNTRY BRAND INDEX 2009
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
THEMES IN NATION BUILDING / 43COUNTRY BRAND INDEX 2009
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
THEMES IN NATION BUILDING / 44COUNTRY BRAND INDEX 2009
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.
THEMES IN NATION BUILDING / 45COUNTRY BRAND INDEX 2009
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?
THEMES IN NATION BUILDING / 46COUNTRY BRAND INDEX 2009
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
AwARENESSRanking / Rating
FAMILIARITYRanking / Rating
PREFERENCERanking / Rating
CONSIDERATIONRanking / Rating
ADVOCACYRanking / Rating
DECISION / VISITATIONRanking / Rating
ASSOCIATIONSBottom 10 Rankings
Ranking = placement out of 102 countries evaluated / Rating = percentage of respondents (e.g., who are aware, who are familiar...)
THEMES IN NATION BUILDING / 47COUNTRY BRAND INDEX 2009
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.
THEMES IN NATION BUILDING / 48COUNTRY BRAND INDEX 2009
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
THEMES IN NATION BUILDING / 49COUNTRY BRAND INDEX 2009
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
THEMES IN NATION BUILDING / 50COUNTRY BRAND INDEX 2009
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
AwARENESSRanking / Rating
FAMILIARITYRanking / Rating
PREFERENCERanking / Rating
No meaningful difference
No meaningful difference
No meaningful difference
CONSIDERATIONRanking / Rating
ADVOCACYRanking / Rating
DECISION / VISITATIONRanking / Rating
ASSOCIATIONS
Ranking = placement out of 102 countries evaluated / Rating = percentage of respondents (e.g., who are aware, who are familiar...)
THEMES IN NATION BUILDING / 51COUNTRY BRAND INDEX 2009
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...)
COUNTRY BRAND INDEX 2009
Issues in Country Brand Marketing
COUNTRY BRAND INDEX 2009
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
ISSUES IN COUNTRY BRAND MARkETING / 54COUNTRY BRAND INDEX 2009
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.
ISSUES IN COUNTRY BRAND MARkETING / 55COUNTRY BRAND INDEX 2009
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.
ISSUES IN COUNTRY BRAND MARkETING / 56COUNTRY BRAND INDEX 2009
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
ISSUES IN COUNTRY BRAND MARkETING / 57COUNTRY BRAND INDEX 2009
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.
ISSUES IN COUNTRY BRAND MARkETING / 58COUNTRY BRAND INDEX 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
Ancient, Magnificent, Cultural, Stirring
Beautiful, Magnificent, Cultural, Stirring
Ancient, 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)
History (#6), Art & Culture (#8), Authenticity (#12)
History (#1), Art & Culture (#6), Authenticity (#19)
History (#7), Art & Culture (#5), Authenticity (#22)
History (#2), Art & Culture (#3), Authenticity (#2)
History (#3), Art & Culture (#7), Authenticity (#3)
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
ISSUES IN COUNTRY BRAND MARkETING / 59COUNTRY BRAND INDEX 2009
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
ISSUES IN COUNTRY BRAND MARkETING / 60COUNTRY BRAND INDEX 2009
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.
ISSUES IN COUNTRY BRAND MARkETING / 61COUNTRY BRAND INDEX 2009
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
ISSUES IN COUNTRY BRAND MARkETING / 62COUNTRY BRAND INDEX 2009
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
ISSUES IN COUNTRY BRAND MARkETING / 63COUNTRY BRAND INDEX 2009
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
COUNTRY BRAND INDEX 2009
Rankings
COUNTRY BRAND INDEX 2009
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.
RANkINGS / 66COUNTRY BRAND INDEX 2009
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
RANkINGS / 67COUNTRY BRAND INDEX 2009
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).
RANkINGS / 68COUNTRY BRAND INDEX 2009
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
Country Brand RankRegional Rank
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.
RANkINGS / 69COUNTRY BRAND INDEX 2009
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
Country Brand RankRegional Rank
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
RANkINGS / 70COUNTRY BRAND INDEX 2009
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
Country Brand RankRegional Rank
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.
RANkINGS / 71COUNTRY BRAND INDEX 2009
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
Country Brand RankRegional Rank
01
02
03
04
05
06
07
08
09
10
RANkINGS / 72COUNTRY BRAND INDEX 2009
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
Country Brand RankRegional Rank
01
02
03
04
05
06
07
08
09
10
11
RANkINGS / 73COUNTRY BRAND INDEX 2009
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)
10. United Kingdom (6)
1. EGYPT (1)1. JAPAN (2) 1. ITALY (1)
RANkINGS / 74COUNTRY BRAND INDEX 2009
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)
RANkINGS / 75COUNTRY BRAND INDEX 2009
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)
RANkINGS / 76COUNTRY BRAND INDEX 2009
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
2. United Kingdom (9)
3. United States (5)
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
2. United States (1)
3. Japan (5)
4. United Arab Emirates (2)
5. United Kingdom (9)
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)
RANkINGS / 77COUNTRY BRAND INDEX 2009
2. Australia (4)
3. United States (8)
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)
6. United States (8)
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)
RANkINGS / 78COUNTRY BRAND INDEX 2009
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)
RANkINGS / 79COUNTRY BRAND INDEX 2009
2. United States (2)
3. Canada (1)
4. United Kingdom (6)
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)
6. United Kingdom (3)
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
2. United States (9)
3. United Kingdom
4. India
5. Singapore (3)
6. Australia
7. Switzerland (6)
8. Canada (4)
9. Finland
10. Israel
1. JAPAN (1)
RANkINGS / 80COUNTRY BRAND INDEX 2009
2. Germany
3. Australia (8)
4. United Kingdom (10)
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)
4. United States (6)
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)
4. United States (2)
5. United Kingdom (8)
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)
RANkINGS / 81COUNTRY BRAND INDEX 2009
2. Australia (1)
3. New Zealand (2)
4. Switzerland (4)
5. United States (7)
6. United Kingdom (10)
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)
2. United States (2)
3. Germany (3)
4. Finland
5. Switzerland (7)
6. Italy (5)
7. France (4)
8. Canada (8)
9. Singapore
10. United Kingdom (6)
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
5. United States (4)
6. Japan (8)
7. Italy (2)
8. Canada (9)
9. India
10. Greece
1. AUSTRALIA (3)
RANkINGS / 82COUNTRY BRAND INDEX 2009
2. Germany (5)
3. United States (2)
4. Singapore (6)
5. United Kingdom (3)
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)
COUNTRY BRAND INDEX 2009 83
kEY CONTACT For more information about the Country Brand Index, marketing seminars,
FutureBrand’s services, or to purchase customized data, please contact:
Rina Plapler
+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.