Country Brand Index

The Country Brand Index (CBI) is an in-depth Study that explores the complexity, dynamics and benefits of how nations manifest as brands. CBI ranks countries across key image attributes, looks at themes in nation building and issues in country brand marketing, and identifies emerging trends in the worldwide travel and tourism industry. The study is conducted on an annual basis by global brand consultancy FutureBrand.^[1]

Now in its fifth year of publication, the Country Brand Index includes an online quantitative survey of 3,000 international business and leisure travelers that examines how 102 countries are perceived.^[2] Survey respondents are between the ages of 21 and 65, are frequent international leisure travelers (averaging at least one trip per year), and are from nine countries around the world.^[3]

The FutureBrand evaluation system complements the global quantitative research with insights from an expert panel consisting of development, tourism and hospitality professionals, travel analysts, writers and destination organization leaders as well as relevant secondary sources for statistics that link brand equity to assets, growth and expansion.^[4]

The Country Brand Index investigates nation brands along a variety of brand strength measures, including awareness, familiarity, preference, consideration, visitation and advocacy.^[5] Among CBI's best-known features are detailed rankings across 29 image attributes:

- Authenticity - History - Art & Culture - Resort & Lodging Options - Ease of Travel - Safety - Rest & Relaxation - Natural Beauty - Beach - Nightlife - Shopping - Fine Dining - Outdoor Activities & 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 - Environmentalism

The overall rankings of nations in the Country Brand Index are based on a composite rating of each country encompassing its relative levels of familiarity, preference and advocacy, plus its image across 29 attributes and overall reputation.

Country Brands Rankings of 2009

1 USA

2 Canada

3 Australia

4 New Zealand

5 France

6 Italy

7 Japan

8 UK

9 Germany

10 Spain

References

1. ^ United States Claims #1 Spot for First Time as World's Top Country Brand, Press Release, November 6, 2009: http://www.futurebrand.com/news/press-releases/united-states-claims-1-spot-for-first-time-as-worlds-top-country-brand/
2. ^ Global Travelers Rank United States No. 1, USA Today, November 6, 2009: http://www.usatoday.com/travel/destinations/2009-11-05-country-brand-index_N.htm
3. ^ Country Brand Index Executive Summary, 2009, Page 22: http://www.futurebrand.com/cbi
4. ^ Country Brand Index Executive Summary, 2009, Page 22: http://www.futurebrand.com/cbi
5. ^ See How Countries Ranked, www.futurebrand.com, 2009: http://www.futurebrand.com/cbi/rankings

See also

• Brand management
• Brand
• Brand Architecture
• Brand extension
• The Brand Trust Report

External links

• Nation-Branding Blog: http://www.nation-branding.info/
• An African World Cup Experience, South African Tourism Board: http://www.southafrica.net/sat/content/en/us/fifa-world-cup-2010
• Economic Impact of Ryder Cup Exceeds Pre Event Predictions, Deloitte, April 26, 2007
• New Complex to Boost Doha's 2016 Summer Games Bid, Game's Bid, June 1, 2008: http://www.gamesbids.com/eng/olympic_bids/2016_bid_news/1212335648.html
• Beijing Olympics: China's Game Face, www.Broadcasting.com, August 3, 2008: http://www.broadcastingcable.com/article/114886-Beijing_Olympics_China_s_Game_Face.php
• 1.8 Million Pound Campaign Urges Europeans to 'See More of Britain for Less,' Visit Britain, April 9, 2009: http://www.visitbritain.org/mediaroom/archive/launch-of-european-value-campaign.aspx
• FuturBrand Country Brand Index compared with Anholt GfK Roper Nation Brands Index: Global Economy, Art, Culture and History, Tourism Perspectives (including comparative table with the World Economic Forum "Travel and Tourism Competitiveness Index"), analysis and conclusions(2009): http://www.culturalrealms.com/2009/11/country-branding-from-a-global-cultural-tourism-perspective-part-one.html