Latest Results from Country Brand Index
US tops branding index used by travel agencies to predict possible trends
The latest figures have been released rating countries on their branding across many different areas and categories, indicating future travel trends for the next twelve months.
Research by FutureBrand, a research company that builds brands and completes actual and potential brand value, has a number of different rankings and ratings systems in order to compile lists of countries that have achieved global recognition across different categories.
The Country Brand Index (CBI) assesses 102 countries across 29 image attributes and seven measures of brand strength with features expert opinions, statistics and proprietary global quantitative data to create the largest study of its kind. In the latest release are subjects such as The Olympic Effect on Brand China, The World’s Worst Country Brand, The Impact of Value on Country Branding and the relationship between Country Branding and Social Media.
When it came to the overall Top Ten Country Brands, insights from an expert panel of 47 tourism, development, policy and academic professionals were featured including similar data, with the final results showing:
Top 10 Country Brands
- USA
- Canada
- Australia
- New Zealand
- France
- Italy
- Japan
- UK
- Germany
- Spain
The rise of the USA to the number one position has been attributed to the popularity of the new president along with a vast improvement in the country's overall image.
“In a challenging year for the global economy, we’re especially pleased with the recognition that Canada’s tourism brand in the Country Brand Index is holding firm in an intensely competitive international tourism marketplace” stated Michele McKenzie, President and CEO of the Canadian Tourism Commission.
Australia topped the list for Top Country Brands Per Strength as a Preference choice with the remaining of the Top five being USA, New Zealand, Italy and France.
Sandra Chipchase, President of the Association of Australian Convention Bureaux (AACB) Inc supports the index, stating on its website that "The Country Brand Index has become a critical tool in lobbying politicians and making marketing decisions"
Other categories assessed include Authenticity, History, Art and Culture, Resort and Lodging Options, Ease of Travel, Safety, Rest and Relaxation, Natural Beauty, Beach, Nightlife, Shopping, Fine Dining, Outdoor Activities and Sports, Friendly Locals, Families, Value for Money, Rising Star, Standard of Living, Ideal for Business, Easiest to Do Business In, New Country for Business, Conferences, Extend a Business Trip, Political Freedom, Most Like to Live In, Quality Products, Desire to Visit/Visit Again, Advanced Technology and Environmentalism.
