Singapore moves up country brand rankings
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SINGAPORE - Nov. 6, 2009 - Singapore has leap-frogged 11 rungs up inthe overall rankings for the world’s top country brand in the latestFutureBrand Country Brand Index (CBI), rising from 24th spot to number13. It earned top spots in the two categories of Best Country Brand forShopping and Best Country Brand – Easiest to Do Business In.
It wasedged out by the United States to take second spot in the Ideal forBusiness category, and third spot in the categories of Ideal forBusiness and Best Country Brand for Conferences.
It was among thetop five in the categories of Best Country Brand for AdvancedTechnology; Best Country Brand for Standard of Living and Best NewCountry for Business.
“Singapore is one of the star performersin the Country Brand Index, recording one of the biggest increases inranking of any country” said Tim Riches, CEO FutureBrand Singapore andChief Growth Officer, Asia-Pacific. “The results show the impact ofSingapore’s long term and relatively well integrated efforts inbuilding the country brand from a strong business base, adding on keycomponents of a compelling lifestyle image.”
The top five countries in the overall CBI rankings were the United States, Canada, Australia, New Zealand and France.
TheFutureBrand CBI, now into its fifth year, is a comprehensive study ofapproximately 3,000 international business and leisure travelers fromnine countries. It examines how countries are branded and ranked, andidentifies emerging global trends in the world’s fastest growingeconomic sector - travel and tourism, which accounted for US$944billion in international tourism receipts in 2008.
This year’sindex, conducted by FutureBrand, a leading global brand consultancy, inconjunction with public relations firm Weber Shandwick’s Global Travel& Lifestyle Practice, includes rankings and trends, themes innation building and marketing issues, as well as more in-depth analysisof the strengths and weaknesses of the Top 10 country brands and a
Lookat the “Next 10,” those top country brands ranking 11-20. Additionally,research was expanded to cover 102 country brands, which allowed abreakdown of regional rankings to be included. Other new topicsinclude: the political and economic sides of country branding;discrepancies between perception and reality of a country brand; and “ANew Focus on Value,” which speaks to one of the chief motivators intravel and tourism this year. (Visit http://www.futurebrand/cbi forcomplete results).
“This is the fifth year we have been able tocontinue to innovate around country brand thinking, methodology andfindings. This category remains one with tremendous potential not onlyfor tourism but investment, trade and policy. Even with the globaleconomic circumstances facing many nations, the need to maximizeopportunity and present a cohesive identity is critical,” said RinaPlapler, senior executive director, Future Brand.
“The days ofcountries marketing themselves with travel posters are over. Wisegovernments harness, propel and amplify their countries as a brand,given it also encompasses culture, exports retail, real estate and ofcourse tax revenue. The popular phrase says ‘tourism is too big tofail,’ but if no one is paying attention or if it is undervalued ortaken for granted, the competition will benefit,” said Rene A. Mack,president, Weber Shandwick Travel & Lifestyle Practice. The UnitedStates fared extremely well this year in part due to the change inadministrations”
This year’s CBI also touches on a variety oftopics relevant to travelers and tourism professionals including: howsmall nations can compete with much larger countries; the differentways destinations can communicate value; and the year’s best and worstcountry brand marketing. Other notable topics focus on the use ofsocial media in country branding and how icons, national companies andsports drive the development of country brand image.
The followingare highlights from this year’s Country Brand Index, listing the topfive countries in rank order for each category:
Media Contacts:
Best Country Brand Ideal for Business
United States, Singapore, Japan, Germany, Canada
Best Country Brand to Extend a Business Trip
Australia, Japan, Italy, United States, New Zealand
Best Country Brand for Art & Culture
Italy, France, India, Japan, Greece
Best Country Brand for Authenticity
Japan, India, Peru, Cambodia, Bhutan
Best Country Brand for Beach
Tahiti, Bermuda, Aruba, Barbados, Bahamas
Best Country Brand for Families
Canada, Australia, United State
Best Country Brand for History
Egypt, India, Peru, Israel, Italy
Best Country Brand for Resort & Lodging Options
Canada, Tahiti, Bahamas, United States, Mexico
Best Country Brand for Natural B
Tahiti, Costa Rica, Canada, New Zealand, Fiji
Best Country Brand for Nightlife
Japan, United Kingdom, United States, Brazil
Best Country Brand for Fine Dining
France, Italy, Japan, Argentina, Singapore
Best Country Brand for Outdoor Activities &
Australia, New Zealand, Costa Rica, Ca
Best Country Brand for Rest &
Tahiti, Barbados, Aruba, Fiji, Bahamas
Best Country Brand for Safety
Canada, Germany, Japan, New Zealand, Bermuda
Best Country Brand for Shopping
Singapore, United States, Japan, UAE, United Kingdom
Best Country Brand for Value for Money
India, Mexico, Thailand, Vietnam, Bulgaria
Best Country Brand You Would Most Li
Canada, Australia, New Zealand, Switzerland, United States
Best Country Brand for Ease of Travel
Germany, Ireland, Canada, Singapore, Bermuda
Best Country Brand for Standard of Living
Germany, Canada, Japan, Finland, Singapore
Best Country Brand for Political Freedom
Canada, Germany, Australia, United Kingdom, New Zealand
Best Country Brand for Advanced Techno
Japan, Germany, United States, Singapore, United Kin
Best Country Brand for Quality Products
Japan, United States, Germany, Finland, Switzerland
Best Country Brand for Environment
Finland, Germany, Canada, New Zealand, Iceland
Best Country Brand for Friendly Locals
Fiji, Ireland, Aruba, Thailand, Bermuda
Best Country Brand Easiest to Do Business in
Singapore, United States, Canada, United Kingdom, Germany
Best County Brand for Conferences
Japan, Germany, Singapore, United States, United Kingdom
Best New Country for Business
Japan, United States, United Kingdom, India , Singapore
Best Country Brand You Desire to Visit/Visit Again
Australia, New Zealand, Maldives, Tahiti, United States
2009 CBI Top Country Brands
Media Contacts:
1 United States
6 Italy
2 Canada
7 Japan
3 Australia
8 United Kingdom
4 New Zealand
9 Germany
5 France
10 Spain
The 2009 Country Brand Index reports a number of emerging trends in travel and tourism that include:
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