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The 2011-2012 CBI documents perceptions around 113 nations, and is based on more interviews, insights and information than any other study of its kind. In its development, we utilized social media tools to investigate amongst key opinion-formers and influencers, asking them what makes a countrys brand powerful and unique.
INTRODUCTION
At FutureBrand, we assess the strength of a country brand in much the same way as any other brand. We measure awareness, familiarity, preference, consideration, advocacy and active decisions to visit or interact with a place.
But the most important factorsthe aspects that truly differentiate a country brandare its associations and attributes across five key dimensions: Value System, Quality of Life, Good for Business, Heritage and Culture and Tourism. A strong country brand is more than the sum of its attributes: in total, it must make peoples lives better. From progressive politics to a sense of openness and freedom of speech, a country that is geared around its people and their needs will always score highly. From this comes a strong emotional
connection with a ripple effect, encouraging others around the world to visit, do business, learn and build lives in a place.
Like any brand, a country brand must be consistent across many touchpoints, from advertising and public relations to political representatives, cultural ambassadors, tourists, companies and indigenous products. These features, in addition to a strong point of view, role on the world stage and concerted effort to drive progress, tourism, immigration, exchange and partnership make the difference between nation states and genuine country brands.
INTRODUCTION
Today, the term brand isnt simply a descriptor for consumer goods: it includes products, services, places and experiences, and how theyre marketed to audience groups to create familiarity and favorability.
Brand is an asset that represents the sum total of the associations that influence preferenceand it must be carefully managed. Just like products or services, countries are known by association, including language, images and media, as well as first-hand experience and peer recommendation. Brands are, in a word, a collection of perceptions.
INTRODUCTION
nation-building, as well as to create strong differentiation amongst neighbors and competitors. Country brands consisted of a historical narrative that incorporated social and cultural values wedded to political or religious ideologies. In this way, nations were created and positioned in terms that transcended geography or tribalism. This was particularly the case in 19th century Europe, where national identities, flags, anthems, monuments and holidays were consciously constructed in the wake of political revolutions and emerging national independence.
Throughout history, countries have managed their brand as a means to influence perception. Often, the objective was to support an internal view that unified citizens and supported
This is true for the United States as well, which constructed its own identityand along with it one of the most significant country brands in the world. One that started by rejecting the parliamentary authority of the United Kingdom, unifying a federal system of democracy and developing a powerful narrative of free agency inspired by classical Greece and republican Rome. The stars and stripes became synonymous with an American dream of freedom, citizenship
INTRODUCTION
Country branding is a vital element in both domestic and international affairs. The difference between a successful, defined and understood brand and a weaker, less differentiated one can have a significant impact on a nations
As we review our list of countries and their relative strengths for the 2011-2012 CBI, its worth keeping in mind that a countrys brand is never fixed. Countries must respond as competitors in a world of scarce resources, differentiating themselves and securing an advantage for themselves and their constituents. Failure to clearly articulate a compelling story can lead to a major disadvantage when a nation is compared to others. Country branding is a very real requirement for 21st century nations. This years developments reinforce how economic, social and political change can influence brand strength year to year, particularly as social media intensifies and accelerates the distribution of images, ideas and associations that shape perception.
INTRODUCTION
A WORLD OF AUDIENCES
In the past, country brands were primarily associated with travel and tourism.
A countrys reputation was built through tourism communications, advertising and word-of-mouth; its brand was formulated through the products, services and even emigrants originating from within its borders. Reputations were slowly built and carefully constructed, and they remained consistent over the course of generations. Today, the opposite is true. Thanks to the internet and mobile devices, our instantaneous ability to connect with other citizens of the world, with images, news, opinions and rumors means that a countrys image can shift overnight. Our world is at once a geography of borders as well as a network of border-less communities with the means to communicate instantly. There are countless stakeholders influencing, controlling and managing todays brands. For that reason, a brands image needs to be reconfirmed daily and across multiple touchpoints. Because a country, its leaders, companies and people are scrutinized constantly, its vital that a country brand be clearly defined, broadly aligned and continually assessed in all the decision-making dimensions measured by FutureBrands CBI. In so doing, the stakeholders of a countrys brand can more accurately manage and shape their image.
INTRODUCTION
OUR METHODOLOGY
The Country Brand Index has become increasingly rigorous and sophisticated since its inception in 2005, and now includes more research data than ever before, establishing itself as the most authoritative study on country branding in the world. The report draws its data and its insights from several core resources:
350014102 400+
BUSINESS AND LEISURE TRAVELERS PRIMARY RESEARCH MARKETS EXPERT CONTRIBUTORS IN 16 CITIES IDEAS DEVELOPED IN COLLABORATIVE EXERCISE
Between July 18 and July 27, 2011, FutureBrand collected quantitative data from 3,500 frequent business and leisure travelers and opinion-formers in 14 countries around the world. With an international outlook and sense of global fluency, they represent a knowledge bank sought-out by investors and tourists alike.
EXPERT OPINIONS. Additionally, between August 19 and September 7, 2011, we connected with experts in tourism, export, investment and public policy in 16 different cities
9. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
QUANTITATIVE RESEARCH.
around the world. These experts participated in deep dive moderated workshops with the aim of consolidating their views and perceptions across the key HDM attributes and dimensions. Our third source leveraged crowd-sourcing and an online, co-creative community, giving us the chance to capture real-time discussions amongst experts and interested third-parties around the world. This collaborative exercise took place between August 30 and September 16, 2011.
CO-CREATIVE INSIGHTS.
INTRODUCTION
OUR METHODOLOGY
We use FutureBrands proprietary Hierarchical Decision model (HDM) to determine how key audiencesincluding residents, investors, tourists and foreign governmentsrelate to a country brand, from mere awareness to full advocacy. This model offers insights that help us assess how welldeveloped a brand is as well as key challenges that need to be addressed. Our HDM also allows for a measurement of a countrys relative performance and progress. In short, the HDM takes seven areas into consideration:
AWARENESS: Do key audiences know that the country exists? How top-of-mind is it?
FAMILIARITY: How well do people know the country and its offerings?
ASSOCIATIONS: What qualities come to mind when people think of the country? Here, we look at five association dimensions: Value System, Quality of Life, Good for Business, Heritage and Culture and Tourism.
CONSIDERATION: Is the country considered for a visit? What about for investment or to acquire or consume its products?
DECISION / VISITATION: To what extent do people follow through and visit the country or establish a commercial relation?
INTRODUCTION
Social technologies have multiplied the speed and reach of opinions about destinations, news events and brands that shape overall country perceptions.
For the first time ever this year, we have harnessed social technology to inform our view of the factors influencing country brand strength. Our qualitative research was broadened into a co-creation exercise that extended conversations in 15 countries into a global online forum. In-person focus groups offered the chance to understand expert traveller views on country brand themes in a particular market. However, by inviting the same people to answer questions and develop ideas together online, we were able to co-create a single global perspective on this years important issues. Our approach utilized a platform called DiscoveryCast to help manage expert discussions around key questions relating to the factors influencing country brand strength, this years rising stars and the events that would have the greatest influence on country brand rankings. We worked with over 40 expert contributors across four continents who developed over 400 ideas in a collaborative exercise.
INTRODUCTION
Word cloud of the most important factors in country brand strength co-created by our expert contributors.
The discussions were unprompted, allowing each expert to suggest their own ideas in their own words, but a great deal of consistency emerged from the discussions. The top three factors based on frequency of mention, commenting and rating were culture, identity and people. Perceptions of culture and people are an integral part of dimensions like Value System
INTRODUCTION
WHATS AT STAKE?
At the heart of everything weve learned in the past seven years is the important role that education and literacy play in creating a nation of active, supportive citizens
For example, when a nations population can create and maintain institutions of governance that reflect and encourage their cultural values while still protecting the rights and opinions of minority voices, that country experiences significantly more growth and success. From there, a government that understands how to marshal and optimize a nations natural resources while remaining open and entrepreneurial is more likely to set-out on a positive economic course.
And when a government and population respect tradition and culture, they can encourage travel and make it easier for visitors to interact with and appreciate that countrys assets. Finally, when an international audience begins to validate all that a countrys brand has to its credit, investment opportunities and commercial transactions are better realized. The power of a country brand is directly proportionate to the power of its people, its leadership and its sense of purpose in the global community. In realizing this strength, a country can create better lives for all of its citizens. With that in mind, were pleased to present the top ten country brands for the year 2011.
0 3 0 2 3 2 3 0 2 2
All rights reserved.
as a platform to build sustainable brand strength across every dimension. From the creation of beautiful b-roll landscape footage to the ubiquitous use of the countrys iconic maple leaf, Canada actively made the most of its assets to support a keep exploring brand position. Additionally, a focus on developing specific perceptions in tourism marketing has paid off, with increased scores this year in areas like Historynot typically a strength for Canada. This attention to country brand management will be even more important as the country faces its first period of economic decline for two yearsshrinking 0.4% in the second quarter of 2011and consumer confidence dropsa change that correlates to a slight fall in Canadas Good for Business score.
Occupy demonstrations in London, the United Kingdom continues to suffer unusual levels of social discontent in the context of global economic downturn and significant public spending cuts that perhaps account for a fall in perceptions of Value System. As the United Kingdom looks ahead to 2012, it will surely be hoping that the Olympic effect starts to improve low scores in the Tourism dimension, delivering promised legacy social improvements and business growth, while reversing a downward trend in perceptions across the dimensions. Hopefully, the county can start to tell a new story about its future, counterbalancing an increasing dependence on pageantry and nostalgia to maintain its position in the rankings.
EU member state Finland also enjoyed strong economic growth of over 5% in the first quarter of 2011 and mirrors Swedens dominance of the Value System and Quality of Life dimensions, as well as top honors in the Skilled Workforce attribute. Unlike Sweden, which enjoys a consistent conversion from consideration to visitation and advocacya key measure in country brand strengthbrand Finland sees a drop in this area, perhaps indicating that visitors expectations are not always met as consistently as they are elsewhere in Scandinavia.
In this caseas with the Chilean Miners rescue and the Iceland volcanic eruption in 2010we see the positive effect that global news exposure can have on perceptions of a place, regardless of the nature of the news itself. It could also be argued that enormous latent goodwill and decades of strong reputation-building provided an underlying resilience that has helped the country brand survive and even flourish in difficult times.
But America is not the only iconic country brand suffering from a downward trend in strength this year. France has fallen two places to ninth position, following a drop of the same amount in 2010. This is set against a background of increased turmoil in the European Union as French president Nicolas Sarkozy takes a lead role in attempting to stabilize the Eurozones economy alongside Germanys Angela Merkel. The United States and France continue to be among the worlds strongest country brands and show great resilience in the face of these challenges. But their decline year after year together with that of the United Kingdommight hint at an inexorable decline in strength.
#1 CANADA
HIGHLIGHTS
AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING...
9,984,670
POPULATION
3.21 %
FDI 2009 (MILLION USD)
34,030,589
GDP (MILLION CURRENT USD)
524,938
TOURISM EMPLOYMENT (2011 EST.)
Canada has a stable political system, economy and market; an open and tolerant society; and policies that encourage immigration. OTTAWA
1,577,040
GDP PER CAPITA (CURRENT USD)
46,342
0.908
VALUE SYSTEM S
1 1
Environmental friendliness
HDM PERFORMANCE
Tolerance Political freedom
Freedom of speech
#4
#4 #5
#3 #7
ISM
10
10
DECISION / VISITATION #7
e t Lik Mos ive In L to n catio Edu em Syst re lthca Hea em st Sy dard Staniving fL o
F F F T O LITY IF LIFE
A QUA
10
10
10
10
TOU R
20
20
Food
30 30
#7 #4 #9
Safe
ty
20
20
20
20
CONSIDERATION #8
PREFERENCE #12
30
30
30
30
FAMILIARITY #7
AWARENESS #7
ASSOCIATIONS
#15
#12
ES IN US S
Na Be tura au l ty
40
40
HE
ory
RI TA GE
#34
& CU LT UR
#7
B
ADVOCACY #6
#44 #29
#11
40
40
40
40
ed nc gy va olo Ad chn Te
Hi st
50
50
GO
OD
FO
50
50
50
50
en tm es te Inv lima C
In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 21. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
Au the
cit
nti
as strong or very strong against the particular attribute is indicated by the distance from the centre of the grid, moving from zero to 100%. All rights reserved.
#2 SWITZERLAND
HIGHLIGHTS
AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING...
41,280
POPULATION
2.71 %
FDI 2009 (MILLION USD)
7,639,961
GDP (MILLION CURRENT USD)
497,611
TOURISM EMPLOYMENT (2011 EST.)
Switzerland is a very consistent brand. Its excellent. The trains are brilliant, as are the skiing, festivals and food. It simply works.
BERN
527,920
GDP PER CAPITA (CURRENT USD)
69,100
0.903
VALUE SYSTEM S
1 1
Environmental friendliness
HDM PERFORMANCE
Tolerance Political freedom
Freedom of speech
#7 #9
#5
#5 #10 #1 #5 #3
ISM
10
10
#4
TOU R
#18
20
20
#10
DECISION / VISITATION #8
e t Lik Mos ive In L to n catio Edu em Syst re lthca Hea em st Sy dard Staniving fL o #2
A QUA
10
10
10
10
#1
PREFERENCE #10
30
30
CONSIDERATION #11
Food
#10
#2
F F F T O LITY
IF LIFE
Safe
ty
20
20
20
20
30
30
30
30
FAMILIARITY #8
AWARENESS #8
#3
#25
RI TA GE
Na Be tura au l ty
40
40
HE
#24 #7 #1 #2
GO OD
#5
ES IN US S
ADVOCACY #19
ASSOCIATIONS
40
40
40
40
ory
&
50
50
CU LT UR
Hi st
FO
ed nc gy va olo Ad chn Te
50
50
50
50
t en tm es te Inv lima C
In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 22. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
Au
the
nti
cit
as strong or very strong against the particular attribute is indicated by the distance from the centre of the grid, moving from zero to 100%. All rights reserved.
#3 NEW ZEALAND
HIGHLIGHTS
AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING...
267,710
POPULATION
1.66 %
FDI 2009 (MILLION USD)
4,290,347
GDP (MILLION CURRENT USD)
68,323
TOURISM EMPLOYMENT (2011 EST.)
140,509
GDP PER CAPITA (CURRENT USD)
New Zealand has moved from showing landscapes to showing people in the landscape enjoying good service. They are building a holistic, attractive experience.
WELLINGTON
32,750
0.908
VALUE SYSTEM S
1 1
Environmental friendliness
HDM PERFORMANCE
Tolerance Political freedom
Freedom of speech
#5
#6
#7
#6
#6
ISM
10
10
TOU R
#12 #7
#12
#6 #19 #12
20
20
#13
e t Lik Mos ive In L to n catio Edu em Syst re lthca Hea em st Sy dard Staniving fL o
F F F T O LITY IF LIFE
FAMILIARITY #20
AWARENESS #21
ASSOCIATIONS
#45
#13
ES IN US S
ADVOCACY #3
#1
#65
#21 #21
PREFERENCE #6
30
30
#18
CONSIDERATION #10
Food
#36
#8 #17
A QUA
10
10
10
10
Safe
ty
20
20
20
20
30
30
30
30
Na Be tura au l ty
40
40
HE
ory
RI TA GE
40
40
40
40
&
50
50
CU LT UR
#4
E GO OD
Hi st
FO
ed nc gy va olo Ad chn Te
50
50
50
50
t en tm es te Inv lima C
In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 23. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
Au
the
cit y
nti
as strong or very strong against the particular attribute is indicated by the distance from the centre of the grid, moving from zero to 100%. All rights reserved.
#4 JAPAN
HIGHLIGHTS
AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING...
377,940
POPULATION
3.96 %
FDI 2009 (MILLION USD)
126,475,664
GDP (MILLION CURRENT USD)
200,143
TOURISM EMPLOYMENT (2011 EST.)
5,458,797
GDP PER CAPITA (CURRENT USD)
Japan is well-developed, methodical and has a very different style and culture compared to other Asian countries traditional but not conservative. There is something to see all year round.
TOKYO
43,161
0.901
VALUE SYSTEM S
1 1
Environmental friendliness
HDM PERFORMANCE
Tolerance Political freedom
Freedom of speech
#10 #19
TOU RISM
10
10
e t Lik Mos ive In L to n catio Edu em Syst re lthca Hea em st Sy dard Staniving fL o
F F F T O LITY IF LIFE
A QUA
10
10
10
10
20
20
Safe
ty
20
20
20
20
FAMILIARITY #14
AWARENESS #19
#23
HE
#10 #15 #9
& CU LT UR
Na Be tura au l ty
40
40
ory
RI TA GE
#10 #2
#1
ES IN US S
ADVOCACY #15
ASSOCIATIONS
#5
PREFERENCE #7
30
30
CONSIDERATION #15
Food
30
30
30
30
40
40
40
40
Hi st
50
50
GO
OD
R FO
ed nc gy va olo Ad chn Te
50
50
50
50
t en tm es te Inv lima C
In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 24. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
Au th
en
ity
tic
as strong or very strong against the particular attribute is indicated by the distance from the centre of the grid, moving from zero to 100%. All rights reserved.
#5 AUSTRALIA
HIGHLIGHTS
AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING...
7,741,220
POPULATION
2.68 %
FDI 2009 (MILLION USD)
21,766,711
GDP (MILLION CURRENT USD)
391,101
TOURISM EMPLOYMENT (2011 EST.)
1,237,363
GDP PER CAPITA (CURRENT USD)
56,846
0.929
Australias reputation is almost universally positive, plus it offers both the exoticisolated, interesting flora and faunaand the familiar English-speaking, developed and integrated economically with the rest of the world.
CANBERRA
VALUE SYSTEM S
1 1
Environmental friendliness
HDM PERFORMANCE
Tolerance Political freedom
Freedom of speech
#10
10
10
TOU R
#19 #11
#11
e t Lik Mos ive In L to n catio Edu em Syst re lthca Hea em st Sy dard Staniving fL o
T O LITY F I F LI F
A QUA
10
10
10
10
20
20
Safe
ty
20
20
20
20
F FE
Food
#14
CONSIDERATION #5
AWARENESS #10
FAMILIARITY #9
ASSOCIATIONS
#16
Na Be tura au l ty
40
40
HE
ory
RI TA GE
#15
& CU LT UR
#12
#4
ES IN US S
ADVOCACY #1
#54 #42
#16
PREFERENCE #2
30
30
30
30
30
30
40
40
40
40
Hi st
50
50
GO
OD
R FO
ed nc gy va olo Ad chn Te
50
50
50
50
t en tm es te Inv lima C
In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 25. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
Au th
en
ity
tic
as strong or very strong against the particular attribute is indicated by the distance from the centre of the grid, moving from zero to 100%. All rights reserved.
#6 UNITED STATES
HIGHLIGHTS
AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING...
9,831,510
POPULATION
3.03 %
FDI 2009 (MILLION USD)
313,232,044
GDP (MILLION CURRENT USD)
2,319,585
TOURISM EMPLOYMENT (2011 EST.)
14,526,550
GDP PER CAPITA (CURRENT USD)
The United States is a very modern and forward looking nation with beautiful natural scenery, people-oriented services, great shopping and tourist-friendly infrastructure.
WASHINGTON, D.C
46,376
0.910
VALUE SYSTEM S
1 1
Environmental friendliness
HDM PERFORMANCE
Tolerance Political freedom
Freedom of speech
#8
#13 #18
#8
ISM
10
10
#2 #5 #4 #15
#21
TOU R
DECISION / VISITATION #4
e t Lik Mos ive In L to n catio Edu em Syst re lthca Hea em st Sy dard Staniving fL o
T O LITY F I F LI F
A QUA
10
10
10
10
20
20
Safe
ty
20
20
20
20
F FE
Food
30 30
CONSIDERATION #1
FAMILIARITY #2
AWARENESS #6
PREFERENCE #1
30
30
30
30
ASSOCIATIONS
#47
HE
#6 #2
B ES IN US S
ADVOCACY #14
Na Be tura au l ty
40
40
ory
RI TA GE
40
40
40
40
&
ed nc gy va olo Ad chn Te
50
50
CU LT UR
Hi st
GO
OD
FO
50
50
50
50
en tm es te Inv lima C
In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 26. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
Au
the
cit
nti
as strong or very strong against the particular attribute is indicated by the distance from the centre of the grid, moving from zero to 100%. All rights reserved.
#7 SWEDEN
HIGHLIGHTS
AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING...
450,300
POPULATION
5.69 %
FDI 2009 (MILLION USD)
9,088,728
GDP (MILLION CURRENT USD)
323,122
TOURISM EMPLOYMENT (2011 EST.)
Top country brands in the world are those that are places where people want to livelike Sweden. STOCKHOLM
458,725
GDP PER CAPITA (CURRENT USD)
50,472
0.904
VALUE SYSTEM S
1 1
Environmental friendliness #1
HDM PERFORMANCE
Tolerance Political freedom
Freedom of speech
#1
#1
#1
#1
TOU RISM
10
10
e t Lik Mos ive In L to n catio Edu em Syst re #1 lthca Hea em st Sy #1 dard #1 Staniving fL o
A QUA T O LITY F I F LI F
10
10
10
10
20
20
Safe
ty
20
20
20
20
F FE
#3
PREFERENCE #29
FAMILIARITY #24
AWARENESS #27
30
30
CONSIDERATION #29
Food
#23
#1
30
30
30
30
ASSOCIATIONS
#10
#2 #3 #4 #1
E GO OD R B ES IN US S
ADVOCACY #28
Na Be tura au l ty
40
40
HE
RI TA GE
40
40
40
40
ed nc gy va olo Ad chn Te
sto r
Hi
50
50
FO
50
50
50
50
t en tm es te Inv lima C
In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 27. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
Au th
en ti
cit
as strong or very strong against the particular attribute is indicated by the distance from the centre of the grid, moving from zero to 100%. All rights reserved.
#8 FINLAND
HIGHLIGHTS
AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING...
338,420
POPULATION
3.64 %
FDI 2009 (MILLION USD)
5,259,250
GDP (MILLION CURRENT USD)
73,851
TOURISM EMPLOYMENT (2011 EST.)
Finland is definitely the ultimate expression of the organized and respectful society, where civil liberties and quality of life achieve top values.
239,177
GDP PER CAPITA (CURRENT USD)
45,477
0.882
HELSINKI
VALUE SYSTEM S
1 1
Environmental friendliness
HDM PERFORMANCE
Tolerance Political freedom
Freedom of speech
#3
#4
#3
#4
#2
ISM
10
10
#2 #4 #7
e t Lik Mos ive In L to n catio Edu em Syst re lthca Hea em st Sy dard Staniving fL o
T O LITY F I F LI F
A QUA
10
10
10
10
TOU R
20
20
Safe
ty
20
20
20
20
F FE
PREFERENCE #44
FAMILIARITY #37
AWARENESS #33
30
30
ASSOCIATIONS
#18
#22 #25
& CU LT UR
#8 #6 #4
OD FO R B ES IN US S
ADVOCACY #42
#55
#1
CONSIDERATION #38
Food
#29
#12
#3
30
30
30
30
Na Be tura au l ty
40
40
HE
ory
RI TA GE
40
40
40
40
ed nc gy va olo Ad chn Te
Hi st
50
50
GO
50
50
50
50
en tm es te Inv lima C
In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 28. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
Au
the nti
cit y
as strong or very strong against the particular attribute is indicated by the distance from the centre of the grid, moving from zero to 100%. All rights reserved.
#9 FRANCE
PARIS
HIGHLIGHTS
AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING...
549,190
POPULATION
1.38 %
FDI 2009 (MILLION USD)
65,312,249
GDP (MILLION CURRENT USD)
1,037,942
TOURISM EMPLOYMENT (2011 EST.)
France has history, culture, gastronomy, fashion, wine, landscapesand timeless romance.
2,562,742
GDP PER CAPITA (CURRENT USD)
39,238
0.884
VALUE SYSTEM S
1 1
Environmental friendliness
HDM PERFORMANCE
Tolerance Political freedom
Freedom of speech
RISM
10
10
DECISION / VISITATION #1
e t Lik Mos ive In L to n catio Edu em Syst re lthca Hea em st Sy dard Staniving fL o
T O LITY F I F LI F
A QUA
10
10
10
10
TOU
20
20
Food
30 30
#22
Safe
ty
20
20
20
20
FAMILIARITY #1
AWARENESS #1
ASSOCIATIONS
#35
HE
#18
ES IN US S
#16
ADVOCACY #11
#17
PREFERENCE #3
#17
CONSIDERATION #2
F FE
30
30
30
30
Na Be tura au l ty
40
40
50
50
#4 RI TA GE & CU #2 LT UR E
40
40
40
40
#10
OD FO R
Hi
sto r
ed nc gy va olo Ad chn Te
GO
50
50
50
50
t en tm es te Inv lima C
In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 29. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
Au
the
nti
cit
as strong or very strong against the particular attribute is indicated by the distance from the centre of the grid, moving from zero to 100%. All rights reserved.
#10 ITALY
HIGHLIGHTS
AREA (KM2) GDP GROWTH 2010/2009 WHAT THE EXPERTS ARE SAYING...
301,340
POPULATION
1.29 %
FDI 2009 (MILLION USD)
ROME
61,016,804
GDP (MILLION CURRENT USD)
393,996
TOURISM EMPLOYMENT (2011 EST.)
2,055,114
GDP PER CAPITA (CURRENT USD)
33,681
0.874
VALUE SYSTEM S
1 1
Environmental friendliness
HDM PERFORMANCE
Tolerance Political freedom
Freedom of speech
RISM
10
10
#15 #2 #1
20
20
Food
30 30
#22 #29
DECISION / VISITATION #3
e t Lik Mos ive In L to n catio Edu em Syst re lthca Hea em st Sy dard Staniving fL o
F F F T O LITY IF LIFE
A QUA
10
10
10
10
TOU
Safe
ty
20
20
20
20
FAMILIARITY #4
AWARENESS #3
ASSOCIATIONS
PREFERENCE #4
CONSIDERATION #4
30
30
30
30
ADVOCACY #4
Na Be tura au l ty
40
40
HE
#3 RI TA GE
40
40
40
40
sto r
&
50
50
CU #1 LT UR E
#5
GO OD FO
ed nc gy va olo Ad chn Te
Hi
50
50
50
50
t en tm es te Inv lima C
In the radar chart, numbers indicate the ranking for each country within that specific attribute, while the percentage of actual responses rating each country 30. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
Au th
en ti
cit
as strong or very strong against the particular attribute is indicated by the distance from the centre of the grid, moving from zero to 100%. All rights reserved.
WORLD EVENTS
HE
RI
TA GE
&
CU
LT UR
GO
OD
FO
I US
NE
SS
Country brands have to focus on several dimensions to perform well in todays increasingly connected world. The strongest country brands are multifaceted and represent strengths in all the areas that impact life, business and travel. On the other hand, the worlds weakest country brands do not have recognizable profiles in any dimension. The following pages provide an in-depth look at five key dimensions that make up a country brand: Value System, Quality of Life, Good for Business, Heritage and Culture and Tourism.
TOU RISM
I OF L FE
Country brand strength depends on the ability to encourage open dialogue, individual rights and civil liberties through its political system and social values. When a country is recognized as a place where people can live openly, where the rule of law is upheld, where business is respected and where institutions are trusted, its brand grows stronger. All of the values that are essential to modern society are crucial in the development of credible country brands. For our CBI ranking, Value System is the foundation for brandbuilding, and includes Political Freedom, Tolerance, Stable
Legal Environment, Freedom of Speech and Environmental Friendliness. When a countrys Value System is regarded as weak, the performance of its brand is affected across all the other dimensions measured by the CBI. In todays interconnected world, against a backdrop of austerity and financial turmoil, the ability for a nation to encourage open debate, peaceful dialogue and citizen protest supersedes all else.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.
SE DK FI NO CA NZ CH NL IS AU AT DE GB US BE JP FR IE SG ES BM IT PT UY CR
Sweden Denmark Finland Norway Canada New Zealand Switzerland Netherlands Iceland Australia Austria Germany United Kingdom United States Belgium Japan France Ireland Singapore Spain Bermuda Italy Portugal Uruguay Costa Rica
2 2 1 3 3 0 0 3 1 1 1 2 2 2 2 1 0 2 1 4 1 5 4 1 3
#7 # 15 #8 # 12 #1 #3 #2 # 23 # 19 #5 # 17 # 11 # 13 #6 # 33 #4 #9 # 20 # 16 # 14 # 21 # 10 # 30 # 50 # 24
Value System is a dimension at the root of so many others. It is the foundation for a country brands essence, and it evolves slowlyjust as the long-term cultural, political and social factors that comprise it.
To this end, the top-performing Value System brands rank under thirty-three in the overall CBI rankings with the exception of Uruguay. Underscoring the foundational importance of this dimension, we also see every single one of our top ten country brands well represented. In 2011, weve witnessed the power of Brand Scandinavia reinforced across many dimensions: these nations arent just immune to the economic crisis plaguing Europe, but they are perfect models of systems that uphold the rule of law while guaranteeing civil rights and individual liberties to their citizens. In almost every Value System attribute, either Sweden, Denmark, Finland or Norway occupy the top three positionsand between them, these nations have improved their overall standings for yet another year. Undoubtedly, Sweden dominates Value System, with a perfect score overall in the dimension, as well as in every single attribute therein.
TOLERANCE
OVERALL RANK
SE DK FI CA NZ NO CH US NL GB AT AU IS BE DE
SWEDEN Denmark Finland Canada New Zealand Norway Switzerland United States Netherlands United Kingdom Austria Australia Iceland Belgium Germany
#7 # 15 #8 #1 #3 # 12 #2 #6 # 23 # 13 # 17 #5 # 19 # 33 # 11
SE DK NO FI CA NZ NL IS CH AU BE AT ES JP MU
SWEDEN Denmark Norway Finland Canada New Zealand Netherlands Iceland Switzerland Australia Belgium Austria Spain Japan Mauritius
#7 # 15 # 12 #8 #1 #3 # 23 # 19 #2 #5 # 33 # 17 # 14 #4 # 22
FREEDOM OF SPEECH
OVERALL RANK
SE DK FI CA CH NO NZ DE AT JP AU GB US SG NL
SWEDEN Denmark Finland Canada Switzerland Norway New Zealand Germany Austria Japan Australia United Kingdom United States Singapore Netherlands
#7 # 15 #8 #1 #2 # 12 #3 # 11 # 17 #4 #5 # 13 #6 # 16 # 23
SE DK CA FI NO NZ NL US GB CH IS BE AU AT FR
SWEDEN Denmark Canada Finland Norway New Zealand Netherlands United States United Kingdom Switzerland Iceland Belgium Australia Austria France
#7 # 15 #1 #8 # 12 #3 # 23 #6 # 11 #2 # 19 # 33 #5 # 17 #9
SE FI NO DK CH NZ CA IS DE AT AU JP SG NL MV
SWEDEN Finland Norway Denmark Switzerland New Zealand Canada Iceland Germany Austria Australia Japan Singapore Netherlands Maldives
#7 #8 # 12 # 15 #2 #3 #1 # 19 # 11 # 17 #5 #4 # 16 # 23 # 18
Quality of Life is perhaps the broadest dimension of the CBI. For our purposes, it is measured by the attributes Job Opportunity, Most Like to Live In, Standard of Living, Safety, Healthcare System and Education System. Generally, Quality of Life represents a countrys ability to offer gainful employment, affordable and comfortable housing, an accessible and competitive education and overall security to its citizens. Naturally, this dimension is inherently tied to Value System and balances many issues impacted by freedom.
For example, respect for the rule of law often goes hand-inhand with a sense of safety. To this end, the CBI rankings underscore that where political freedom and democracy rule, a higher standard of living is achieved. The financial crisis of past years and the economic malaise following have certainly threatened Quality of Life in the area of Job Opportunity, but it may be too soon to tell the degree to which this will impact country brands in the long-term.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.
SE CH NO FI DK CA JP AU DE AT SG NZ GB US NL BE IS FR AE ES IT IE IL QA SA
Sweden Switzerland Norway Finland Denmark Canada Japan Australia Germany Austria Singapore New Zealand United Kingdom United States Netherlands Belgium Iceland France United Arab Emirates Spain Italy Ireland Israel Qatar Saudi Arabia
2 1 1 0 1 1 5 1 0 3 3 1 1 2 5 2 0 3 0 1 7 5 0 4 1
#7 #2 # 12 #8 # 15 #1 #4 #5 # 11 # 17 # 16 #3 # 13 #6 # 23 # 33 # 19 #9 # 25 # 14 # 10 # 20 # 28 # 72 # 69
Generally speaking, European nations tend to dominate in Quality of Life. There is a notable and rapidly-growing rift within this dimension, however, with the continents sovereign nations and economies consistently out-performing their Eurozone counterparts.
Sweden, Switzerland, Norway, Finland and Denmark rank highest this year, with Sweden topping the list overall and placing first in four out of six supporting attributes: Education System, Healthcare System, Standard of Living and Safety. In the remaining two attributes, Job Opportunity and Most Like to Live In, Switzerland ranks number one, continuing to punch above its weight and consistently reinforcing its status as a global symbol for economic and social stability. Interestingly, several monarchical societies appear in the top twenty-five for Quality of Life. Typically, this dimension is closely linked to Value System and to the importance a nation places on the rule of law and civil liberties, not necessarily perceived strengths among the worlds monarchies. However, the United Arab Emirates, Qatar and Saudi Arabia dodge this trend with high scores in Healthcare System, Education
OVERALL RANK
CH AU SE CA SG US DE QA AE NO DK FI GB SA JP
SWITZERLAND Australia Sweden Canada Singapore United States Germany Qatar United Arab Emirates Norway Denmark Finland United Kingdom Saudi Arabia Japan
#2 #5 #7 #1 # 16 #6 # 11 # 72 # 25 # 12 # 15 #8 # 13 # 69 #4
CH AU CA NO SE NZ US ES IT FI AT DK FR GB JP
SWITZERLAND Australia Canada Norway Sweden New Zealand United States Spain Italy Finland Austria Denmark France United Kingdom Japan
#2 #5 #1 # 12 #7 #3 #6 # 14 # 10 #8 # 17 # 15 #9 # 13 #4
SAFETY
OVERALL RANK
SE CH NO CA DK JP FI AT DE US SG AU NZ NL AE
SWEDEN Switzerland Norway Canada Denmark Japan Finland Austria Germany United States Singapore Australia New Zealand Netherlands United Arab Emirates
#7 #2 # 12 #1 # 15 #4 #8 # 17 # 11 #6 # 16 #5 #3 # 23 # 25
SE CH FI DK NO SG CA NZ JP AT DE IS AU BE NL
SWEDEN Switzerland Finland Denmark Norway Singapore Canada New Zealand Japan Austria Germany Iceland Australia Belgium Netherlands
#7 #2 #8 # 15 # 12 # 16 #1 #3 #4 # 17 # 11 # 19 #5 # 33 # 23
EDUCATION SYSTEM
OVERALL RANK
SE NO CH FI DK DE JP CA AT AU SG NZ GB NL IS
SWEDEN Norway Switzerland Finland Denmark Germany Japan Canada Austria Australia Singapore New Zealand United Kingdom Netherlands Iceland
#7 # 12 #2 #8 # 15 # 11 #4 #1 # 17 #5 # 16 #3 # 13 # 23 # 19
SE FI DK NO CH DE JP CA AT GB SG AU NL US IL
SWEDEN Finland Denmark Norway Switzerland Germany Japan Canada Austria United Kingdom Singapore Australia Netherlands United States Israel
#7 #8 # 15 # 12 #2 # 11 #4 #1 # 17 # 13 # 16 #5 # 23 #6 # 28
Contrary to conventional wisdom, Good for Business is not simply an indicator of a countrys commercial strength. Rather, the dimension includes the attributes Regulatory Environment, Skilled Workforce, Advanced Technology and Investment Climateall factors that lead to a more holistically robust and attractive business environment. Today, economic prosperity has been challenged in many markets, and financial institutions and governments are under
heavier scrutiny than years past. The very stability of global currencies, banks and commercial enterprises has created doubt in some country brandstranslated in this years rankings. As with Quality of Life, Good for Business is a dimension deeply tied to Value System: where the rule of law is upheld, confidence in financial markets increases and brands perform at their best.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.
CR CR CR CR CR DK US SG NO CA AU AT GB NL IL FR BE NZ IS AE KR IE IT IN ES
Switzerland Sweden Germany Japan Finland Denmark United States Singapore Norway Canada Australia Austria United Kingdom Netherlands Israel France Belgium New Zealand Iceland United Arab Emirates South Korea Ireland Italy India Spain
0 4 1 1 0 1 4 1 5 2 1 4 0 4 1 2 0 3 1 1 0 2 7 10 2
#2 #7 # 11 #4 #8 # 15 #6 # 16 # 12 #1 #5 # 17 # 13 # 23 # 28 #9 # 33 #3 # 19 # 25 # 42 # 20 # 10 # 29 # 14
This years top-ranking countries in the Good for Business dimension are not necessarily nations with the strongest economies.
For example, Switzerland is thirty-eighth in the world in gross domestic product alone, but still manages to rank first in our CBI thanks to high scores in Regulatory Environment and Investment Climate. As with Switzerland, Sweden and Germany are competitive in the dimension largely because of their regulatory practicesmaking these three nations relatively safe havens in the midst of the European debt crisis. Japan continues to excel in this dimension, especially in Advanced Technology, an attribute the country has led since the CBIs founding. Known for its tech industry exports, developments and achievements, the nation has stayed competitive in Good for Business despite the economic and social unrest caused by 2011s devastating tsunami. The United Statesonce perceived as a vital hub for business, industry and innovationfell behind in 2010, but is showing moderate improvement this year. The country brand moved up four places in the dimension overall, and is ranked in the top ten for three attributes, with notable growth in the fourth attribute: Skilled Workforce.
SKILLED WORKFORCE
OVERALL RANK
SE CH DK FI NO DE CA AT US JP SG AU NZ GB NL
SWEDEN Switzerland Denmark Finland Norway Germany Canada Austria United States Japan Singapore Australia New Zealand United Kingdom Netherlands
#7 #2 # 15 #8 # 12 # 11 #1 # 17 #6 #4 # 16 #5 #3 # 13 # 23
FI SE CH DE JP DK NO SG CA AT US GB NL IL AU
FINLAND Sweden Switzerland Germany Japan Denmark Norway Singapore Canada Austria United States United Kingdom Netherlands Israel Australia
#8 #7 #2 # 11 #4 # 15 # 12 # 16 #1 # 17 #6 # 13 # 23 # 28 #5
INVESTMENT CLIMATE
OVERALL RANK
JP US DE SE CH FI SG DK IL GB AE CA NO AT NL
JAPAN United States Germany Sweden Switzerland Finland Singapore Denmark Israel United Kingdom United Arab Emirates Canada Norway Austria Netherlands
#4 #6 # 11 #7 #2 #8 # 16 # 15 # 28 # 13 # 25 #1 # 12 # 17 # 23
CH SG SE AU DE US NO FI DK JP CA IN BR GB AT
SWITZERLAND Singapore Sweden Australia Germany United States Norway Finland Denmark Japan Canada India Brazil United Kingdom Austria
#2 # 16 #7 #5 # 11 #6 # 12 #8 # 15 #4 #1 # 29 # 31 # 13 # 17
Heritage and Culture is a supporting dimension in a countrys brand and reflects the ability of a nation to communicate its cultural assets fully and positivelyfrom history and language to art and cultural attractions. For the CBI ranking, Heritage and Culture includes the attributes History, Art and Culture, Natural Beauty and Authenticity. Just as every dimension of the CBI is interconnected, a nation that celebrates its history through monuments, attractions, museums and continuous support of the arts often ranks high in Quality of Life as well.
Heritage and Culture also reflects a nations commitment to responsible infrastructural projects that support travel and tourism, in the process fueling the arts, literature and sports. The promotion of a countrys heritage and culture often falls to both public and private enterprises, thus including the influence of iconic national brands that operate across borders. Theres no doubt that a strong tourism authority, transportation infrastructure and vibrant hospitality and service industries play a vital role in this dimension.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.
IT FR IL PE GR JP ES EG AT IN CH GB SE IE NZ NO NP DE IS JO CZ RU CU FI CA
Italy France Israel Peru Greece Japan Spain Egypt Austria India Switzerland United Kingdom Sweden Ireland New Zealand Norway Nepal Germany Iceland Jordan Czech Republic Russia Cuba Finland Canada
0 2 1 1 0 0 4 0 3 7 1 5 7 2 0 2 8 6 10 5 3 18 11 3 4
# 10 #9 # 28 # 44 # 27 #4 # 14 # 57 # 17 # 29 #2 # 13 #7 # 20 #3 # 12 # 61 # 11 # 19 # 71 # 38 # 82 # 56 #8 #1
While European nations typically dominate in the Heritage and Culture dimension, there are some notable additions to the top twenty-five this year, representing destinations with impressive historical sites, vibrant cultural initiatives, and iconic natural wonders.
This years list is a remarkably diverse cross-section of the worlds cultures and societiesfrom Italy to Israel, Japan to Jordan, Egypt to India. Within this dimension, there are a number of rising stars drawn from Eastern Europe, including Slovakia, Ukraine, Russia and Estonia. This shifting focus in Europe from west to east is a result of an increased number of Russian travelers exploring within the region, as well as more business opportunities with the Baltic states, Poland, Hungary and Romania. Bahrain, Paraguay, Qatar, Pakistan and El Salvador rank lowest in the dimension. Its important to note that every one of these nationswith the exception of Qataris home to a registered UNESCO World Heritage site: one of many clear indications that the CBI only measures perception and is not a judgment on the merit of a particular countrys rich cultural assets. With these countriesand indeed for every countrythe challenge is in turning actual strengths into perceived strengths through clear communications. As a result, Heritage and Culture is the most dynamic dimension of the CBI, where every country has an opportunity to excel.
OVERALL RANK
EG IL IT FR PE GR GB ES IN CZ JO AT RU TR JP
EGYPT Israel Italy France Peru Greece United Kingdom Spain India Czech Republic Jordan Austria Russia Turkey Japan
# 57 # 28 # 10 #9 # 44 # 27 # 13 # 14 # 29 # 38 # 71 # 17 # 82 # 48 #4
IT FR ES GR GB IL EG AT JP IN PE SE RU CZ DK
ITALY France Spain Greece United Kingdom Israel Egypt Austria Japan India Peru Sweden Russia Czech Republic Denmark
# 10 #9 # 14 # 27 # 13 # 28 # 57 # 17 #4 # 29 # 44 #7 # 82 # 38 # 15
AUTHENTICITY
OVERALL RANK
NZ NO CH MV CR IS MU ZA HR SE TZ IT NA AT CA
NEW ZEALAND Norway Switzerland Maldives Costa Rica Iceland Mauritius South Africa Croatia Sweden Tanzania Italy Namibia Austria Canada
#3 # 12 #2 # 18 # 24 # 19 # 22 # 35 # 40 #7 # 68 # 10 # 37 # 17 #1
CR JP TZ NZ IT IS CH MV PE FR IN EG SE ES AU
ISRAEL Japan Tanzania New Zealand Italy Iceland Switzerland Maldives Peru France India Egypt Sweden Spain Australia
# 28 #4 # 68 #3 # 10 # 19 #2 # 18 # 44 #9 # 29 # 57 #7 # 14 #5
TOURISM INTRODUCTION
Tourism is a dimension closely linked to Heritage and Culture, but unique in its considerations of economics, the media and entertainment. For the purposes of the CBI, Tourism includes Resort and Lodging Options, Food, Attractions, Value for Money, Beaches, Nightlife and Shopping. The economics of tourism connects a countrys ability to provide accessible, affordable options for holiday-makers and business visitors alike. A nations currency, exchange rate and infrastructure as it relates to the economy are important points of influence. The medias coverage of a nations economic and political standing can also play a major role in tourism.
Additionally, when a destination appears in the news for any reason, it has the opportunity to communicate its values, unique attributes and personality. Arguably, even negative coveragesuch as that following a natural disastercan create empathy and awareness for a country brand. Not surprisingly, films, television shows, documentaries, books and magazines can fuel tourism, as well as national and international PR and advertising campaigns. The strongest country brands understand that the elements of Tourism combined with the infrastructural considerations of Heritage and Culture represent significant economic stimuli.
TOURISM TOP 25
TOURISM RANKING
OVERALL RANK
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.
JP IT ES US FR CH TH AU NZ MV MU DE CA BR SE IN AT SG AR TR MY CL MX FI AE
Japan Italy Spain United States France Switzerland Thailand Australia New Zealand Maldives Mauritius Germany Canada Brazil Sweden India Austria Singapore Argentina Turkey Malaysia Chile Mexico Finland United Arab Emirates
#4 # 10 # 14 #6 #9 #2 # 26 #5 #3 # 18 # 22 # 11 #1 # 31 #7 # 29 # 17 # 16 # 32 # 48 # 43 # 34 # 47 #8 # 25
Japan is the hero in Tourism this year. Despite the devastation of natural disasters, nuclear emergency, and economic upheaval, the country has managed to move to first place in this dimension.
Japans rankings in Attractions, Value for Money, Resort and Lodging and Food are strong and getting stronger, indicating that a countrys brand can be a lasting vehicle for goodwill in the face of crisis, encouraging forgiveness in difficult times and boosting the value of exports. This dimension is intrinsically linked to Heritage and Culture: twelve out of the top fifteen brands for Attractions also rank highly in that dimension, indicating that cultural assets are an important driver of tourism. The notable exceptions to this rule are the United States, Australia and South Africanations that draw tourists for a diversity of other reasons related more to their modern infrastructure. Within the Value for Money attribute, we see consistently high performance among Asian and Latin American destinations, but the United States is also a competitive leadera perception easily attributable to the depreciation of the dollar.
TOURISM TOP 25
Remarkably, countries with currencies independent from the Euro like Switzerland, Denmark, Norway and Iceland have also climbed up the rankings for this attribute. Known as safe havens in the financial services world, this climb is a reflection of these countries risk adverse economic policies and minimal threat of disaster financial or otherwise. Regardless of the economic turmoil felt all over the world, it would appear that luxury is alive and well, with Maldives and Mauritius occupying the top two spots for Resort and Lodging Options. Maldives one island, one resort policy ensures absolute privacy and exclusivitya practice that has served the countrys brand well. In Shopping and Nightlife, the United States, France and the United Kingdom continue to occupy top spots, with cities like Paris, London, New York, Miami and Los Angeles attracting tourists even in the face of economic downturn. In 2011, the weakest country brands for Tourism include Pakistan, Libya, Paraguay, Ghana and El Salvador.
TOURISM ATTRIBUTES
RESORT AND LODGING OPTIONS
OVERALL RANK
FOOD
OVERALL RANK
MV MU JP CH US AE ES BM LC TH SE NZ FJ CA IT
MALDIVES Mauritius Japan Switzerland United States United Arab Emirates Spain Bermuda St. Lucia Thailand Sweden New Zealand Fiji Canada Italy
# 18 # 22 #4 #2 #6 # 25 # 14 # 21 # 39 # 26 #7 #3 # 45 #1 # 10
IT FR JP ES SG TH IN BR MY CH DE VN GR AU US
ITALY France Japan Spain Singapore Thailand India Brazil Malaysia Switzerland Germany Vietnam Greece Australia United States
# 10 #9 #4 # 14 # 16 # 26 # 29 # 31 # 43 #2 # 11 # 59 # 27 #5 #6
TOURISM ATTRIBUTES
ATTRACTIONS
OVERALL RANK
OVERALL RANK
JP IT FR US IL GB NZ EG ES CH AU PE IN AT ZA
JAPAN Italy France United States Israel United Kingdom New Zealand Egypt Spain Switzerland Australia Peru India Austria South Africa
#4 # 10 #9 #6 # 28 # 13 #3 # 57 # 14 #2 #5 # 44 # 29 # 17 # 35
TH US MY AR IN LA ID KH VN TR AU NZ ES BZ PY
THAILAND United States Malaysia Argentina India Laos Indonesia Cambodia Vietnam Turkey Australia New Zealand Spain Belize Paraguay
# 26 #6 # 43 # 32 # 29 # 80 # 76 # 83 # 59 # 48 #5 #3 # 14 # 49 # 106
TOURISM ATTRIBUTES
BEACHES
OVERALL RANK
NIGHTLIFE
OVERALL RANK
AU BR US MV BS TH GR ES IT FJ MU FR ZA MX BB
AUSTRALIA Brazil United States Maldives Bahamas Thailand Greece Spain Italy Fiji Mauritius France South Africa Mexico Barbados
#5 # 31 #6 # 18 # 41 # 26 # 27 # 14 # 10 # 45 # 22 #9 # 35 # 47 # 36
US GB BR ES FR IT AU TH AR DE JP NL SG GR CN
UNITED STATES United Kingdom Brazil Spain France Italy Australia Thailand Argentina Germany Japan Netherlands Singapore Greece China
#6 # 13 # 31 # 14 #9 # 10 #5 # 26 # 32 # 11 #4 # 23 # 16 # 27 # 65
TOURISM ATTRIBUTES
SHOPPING
OVERALL RANK
US FR IT GB JP CN SG AE TH DE IN AR AU ES CA
UNITED STATES France Italy United Kingdom Japan China Singapore United Arab Emirates Thailand Germany India Argentina Australia Spain Canada
#6 #9 # 10 # 13 #4 # 65 # 16 # 25 # 26 # 11 # 29 # 32 #5 # 14 #1
Plane travel, particularly short-haul, is perceived to be deteriorating in terms of service, with the train becoming an increasingly attractive and practical option, particularly in Europe. There is a clear difference in
perception between long- and short-haul flights. Standards of in-flight service are under scrutiny, particularly for long distance flights, e.g. poor quality food, availability and range of entertainment.
There is increasing demand for more low-cost airlines and lower budget hotels. Economy class air travel has become more comfortable as airlines update their fleets.New hotel properties
seem to emphasize modernity but retain warmth, with a trend toward small boutiques priced slightly below international chain five-stars.
Travelers are looking for new destinations, culture and food, with authenticity now a key decision factor. Several new regions are benefiting, such as South America, Eastern Europe and the Middle East.
The trend towards thematic and experiential travel continues. Travelers seek to become immersed in a country, and to gain local knowledge and understanding.
Similarly, tourists want unique, personal experiences to feel that they have been off the beaten track, continually scrutinizing those destinations that ultimately prove to offer only fauxthentic experiences.
The Middle East is viewed as undervalued and underpromoted, yet with significant potential given its combination of history, art, religion and culture.
The huge growth in number of Chinese tourists is visible across the globe with the same true for other emergent nations such as Brazil. In parallel, the number of North American tourists has decreased.
Asian tourism has significantly increased in SE Asia, with the majority of visitors coming from China and South Korea. We see an increasing influence of China on inbound and outbound travel.
The emergence of the Foreign Independent Traveler (FIT) from Asian countries; with increased education, wealth and sophistication, people now feel increasingly confident to travel
A growing global reality: young people think about traveling more than ever before. Many view their work as sporadic and merely a means to undertake a new journey. Increasing travel amongst this group is
unrelated to socioeconomic status. There is growth in travel amongst both Baby Boomers and Generation Y (domestically and internationally). Meanwhile,
travel amongst middle-aged generations is more static. Uncertainty and dynamic lifestyles result in shorter trips, often for weekends rather than weeks. Increasing reliance on search and recommendation tools such
as tripadvisor.com and TravelPost. This growing tendency towards short vacations is mirrored in the trend towards independently organized travel
Me and my friends
People are hungry for opportunities to share, publishing through Facebook and Twitter, rather than simply traveling for the experience itself.
Geo-tagging is a new way of sharing both experiences and information. A good or bad note on Foursquare or Facebook can radically and instantly modify the perception of a restaurant or a hotel.
Peer recommendation has increasingly become more relevant to people than expert advice. Travel agencies will need to find new and genuine ways of providing travel advice.
Real-time use of social media facilitates reporting of extremely precise information. Integrating this information is left to the individual traveler, researching and reviewing content in a customized way.
BRICS RANKINGS
RANKING MOV. 2010 6 10 4 9 1 RANK. GRAL. # 29 # 31 # 35 # 65 # 82 1. 2. 3. 4. 5. IN BR ZA CN RU India Brazil South Africa China Russia
MENA RANKINGS
RANKING MOV. 2010 3 2 1 1 2 8 0 4 2 15 5 14 15 6 RANK. GRAL. # 25 # 28 # 57 # 58 # 62 # 63 # 69 # 71 # 72 # 85 # 92 # 94 # 98 # 110 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. AE IL EG OM MA LB SA JO QA DZ SY BH TN LY United Arab Emirates Israel Egypt Oman Morocco Lebanon Saudi Arabia Jordan Qatar Algeria Syria Bahrain Tunisia Libya
APAC RANKINGS
RANKING MOV. 2010 0 2 3 1 2 0 6 2 1 6 4 2 9 4 13 8 7 5 2 5 RANK. GRAL. #3 #4 #5 # 16 # 18 # 26 # 29 # 42 # 43 # 45 # 59 # 61 # 65 # 76 # 78 # 80 # 83 # 107 # 111 # 113 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. NZ JP AU SG MV TH IN KR MY FJ VN NP CN ID PH LA KH BD IR PK New Zealand Japan Australia Singapore Maldives Thailand India South Korea Malaysia Fiji Vietnam Nepal China Indonesia Philippines Laos Cambodia Bangladesh Iran Pakistan
EUROPE RANKINGS
RANKING 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. CH SE FI FR IT DE NO GB ES DK AT IS IE NL GR PT BE CZ HR CY TR MT SI HU EE BG AL SK PL RU RS RO UA Switzerland Sweden Finland France Italy Germany Norway United Kingdom Spain Denmark Austria Iceland Ireland Netherlands Greece Portugal Belgium Czech Republic Croatia Cyprus Turkey Malta Slovenia Hungary Estonia Bulgaria Albania Slovakia Poland Russia Serbia Romania Ukraine
MOV. 2010 3 3 0 2 2 0 1 4 0 4 3 5 3 2 5 1 1 5 9 1 7 13 2 6 23 6 12 5 3 1 13 9 6
AFRICA RANKINGS
RANKING MOV. 2010 1 4 1 2 1 2 5 9 15 8 10 7 13 8 1 15 8 9 4 1 2 6 2 RANK. GRAL. # 22 # 35 # 37 # 53 # 57 # 62 # 68 # 77 # 85 # 86 # 87 # 88 # 91 # 93 # 95 # 98 # 99 # 102 # 103 # 104 # 108 # 110 # 112 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. MU ZA NA BW EG MA TZ KE DZ SL CM MZ GH SD ET TN UG RW CG SN NG LY ZW Mauritius South Africa Namibia Botswana Egypt Morocco Tanzania Kenya Algeria Sierra Leone Cameroon Mozambique Ghana Sudan Ethiopia Tunisia Uganda Rwanda Congo Senegal Nigeria Libya Zimbabwe
13 5 8 14 1
N/A
13 15 8 2 9 9 4 1 6
N/A
5 2 4 6 2 2 5
LOOKING TO 2012
LOOKING TO 2012
private enterprises must discuss and evaluate a countrys brand carefully and continually. In times of economic uncertainty, a countrys brand is an asset that can unite government and business alike to encourage travel, trade and tourism. Presidential elections in the United States will undoubtedly impact political confidence and create new opportunities for media coverage. The European Football Cup in Poland and Ukraine should offer a unique chance for both nations to highlight their respective cultures, histories and tourism appeal. The nations of the Middle East and North Africa that have recently changed their governments and harnessed the power of their citizenry may now have the challenge of transferring that energy and openness into investment and tourism. Asia Pacific will continue to grow regionally as infrastructure of travel and tourism expands to meet increased regional demand. A brand that is well managed creates efficiencies in capital and resources. When aligned with a strategic vision, it can help maximize the impact of competitive communications. The CBI is not a predictive tool, but a benchmark for success and an indicator of what combination of elements effectively support strong country brands. In 2012, there are clear opportunities for growth in several nations and regions, including: The United Kingdom should look to leverage the London Olympics to help its overall score. Similarly, Latin America will benefit from developments in infrastructure and inter-regional tourism, signaling growth and popularity. And finally, in Europe the challenges of the economic crisis will continue to influence confidence and appeal for business and consumers. In parallel, the political infrastructure and values of the European Community will be tested across a number of nations that may see declining brand strength scores in the index if they fail to respond to new challenges.
SECONDARY SOURCES
AccuWeather.com Adbusters.org Agencia Nacional de Polica Japonesa BBC News Bloombergbusinessweek.com CBS News CNN CNNMoney.com CNNtech.com Daily Mail Environmental Performance Index Financial Times Freedom House: Freedom in the World Report hoy.es Index of Economic Freedom International Organization for Standarization International Telecommunication Union (ITU) Japan Ministry of Justice and JNTO lanacion.com.ar Le Monde diplomatique Los Angeles Times NPR Petro China Reuters Standard & Poors The CIA World Factbook The Economist The Guardian, UK The Huffington Post The Irish Times The New York Times The Telegraph, UK The Wall Street Journal The Washington Post UN agency for information and communication technologies UN Human Development Reports UNESCO Visit Britain World Bank Doing Business Index World Economic Forum World Governance Index: Governance Matters World Travel & Tourism Council Yahoo News
Tom Adams
COORDINATION
Fabiana Bisso
ABOUT FUTUREBRAND
FutureBrand is a global brand and innovation consultancy with 24 offices around the world. We bring together diverse national identities, histories and experiences. As a company, we share a simple belief: the future does not happen to us, we create it. We have been pioneers in country and destination branding for more than a decade, working with Australia, Argentina, Peru, Singapore, Mexico, Saint Lucia, Dubai and Qatar, to name a few, as well as shaping a number of country-branded export productsincluding flag carrier airlinesand helping to brand cities, regions and major national corporations.
www.futurebrand.com
CONTACT
For more information about the Country Brand Index, marketing seminars or FutureBrands services; or to purchase customized data, please contact:
Patrick Smith CEO, FutureBrand Worldwide psmith@futurebrand.com Christopher Nurko Global Chairman, FutureBrand Worldwide cnurko@futurebrand.com Tom Adams Chief Digital Officer, FutureBrand Worldwide tadams@futurebrand.com Gustavo Koniszczer Managing Director, Spanish Latin America koni@futurebrand.com
Mindy Sabella Director of Business Development, FutureBrand North America msabella@futurebrand.com Victoria Berry Senior Strategist, FutureBrand North America vberry@futurebrand.com Jack Arrowsmith Business Development & Marketing Manager, FutureBrand London jarrowsmith@futurebrand.com