Financial Daily from THE HINDU group of publications
Saturday, Nov 12, 2005
Financial Daily from THE HINDU group of publications Saturday, Nov 12, 2005 |
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Marketing
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Brands Italy tops the country brand index Our Bureau
Mumbai , Nov. 11 ITALY ranks as the top overall destination, according to a "first-of-its-kind global survey" released today that identifies countries as brands and suggests the pivotal role that branding could make in helping countries differentiate themselves. Australia and the US take the second and third positions in the FutureBrand Country Brand Index, which comprises a three-tier analysis of statistics, a global quantitative survey, and expert opinions of international travel professionals. Launching simultaneously with this year's World Travel Market — the annual exhibition of the global travel trade industry in London — the report examines the role and opportunity to market a country as a brand, and ranks countries according to a variety of measures. This year's index includes rankings, as well as emerging trends, travel motivations, challenges and opportunities within the world's second largest industry — travel and tourism. These include China as "most improved" country brand, the US as "best country brand for business travel" and Italy as "best country brand for art and culture". "If a `brand' is defined as an experience, then some of the world's most powerful and recognisable brands should be countries. The challenge the industry faces is that it must move away from the traditional reactive and tactical marketing approaches and instead, create and deliver an overall brand experience that drives sales and turns visitors into country-brand evangelists," said Rene A. Mack, President of Weber Shandwick's global travel practice. "Based on our years of experience in this category, we are excited to launch the FutureBrand Country Brand Index. Countries have traditionally under-performed and under-achieved as brands, despite enormous potential," notes Mr Jean-Louis Dumeu, Chairman and Chief Executive Officer, FutureBrand. "We hope this study promotes dialogues, raises questions and encourages countries to look at themselves in a whole new way. A strong country brand will offer nations a tremendous competitive advantage and help build long-term opportunity for business, tourism, exports and investment." FutureBrand, a leading global brand consultancy, in conjunction with sister company and leading global public relations firm, Weber Shandwick, intends the study to become an annual occurrence. The initiative was led by Ms Rina Plapler, Executive Director, FutureBrand.
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