Country Brand Index 2007

Who’s Talking About CBI

admin — Wed, 14 Nov 2007 17:25:29 +0000

Recent international coverage about the Country Brand Index.

Survey ranks Spain top country for nightlife
Earth Times - 11/20/2007 Spain, which is making a concerted bid to increase tourist arrivals from India, has been listed as the number one country in the world for nightlife in a recent survey …
It’s official: we’re on top, down under
Smart Company - 11/19/2007 We all know Australia is the best place in the world (or pretty close to it) but what does the rest of the world think? Pretty much the same way, according to a new international survey of country “brands” …
Don’t worry, the rest of the world still loves us. Australia is still the number-one brand in the world
Westender Exporters should take advantage of the international exposure and recognition afforded by Australia’s number-one ranking for the second consecutive year in the annual Country Brand Index released this week, according to Austrade …

CBI Launched!

Rina Plapler — Tue, 13 Nov 2007 15:04:36 +0000

CBI launched yesterday at World Travel Market to a standing room only crowd. It is amazing how many countries are realizing how much stronger they could be with a strong brand as an asset. This year’s Index really tackles many significant themes from typologies and semiotics to frameworks and pitfalls. We had a great team working on the Study and I look forward to seeing the dialog and reaction.

Rina Plapler

Country Brand Index 2007

Rina Plapler — Mon, 15 Oct 2007 20:48:30 +0000

Share your comments and point of view about Country Branding. Agree to disagree, but healthy debate usually provokes the most insight. If you’re reading our Study you probably have a comment, so don’t be shy.

AUSTRALIA RANKS #1 AGAIN FOR WORLD’S TOP COUNTRY BRAND, NEW GLOBAL STUDY REVEALS.

admin — Fri, 12 Oct 2007 22:38:50 +0000

AUSTRALIA RANKS #1 AGAIN FOR WORLD’S TOP COUNTRY BRAND, NEW GLOBAL STUDY REVEALS.

- Croatia, China and the United Arab Emirates
Named ‘Rising Stars’ for Tourist Destinations,
While ‘Voluntourism’ and Accountability (Going Green) Top Traveler Itineraries -

November 12, 2007 – LONDON: - With the kick-off of London’s World Travel Market this week – the premier global travel and tourism convention – the big questions on the minds of tourism and hospitality professionals are: “What countries have the best reputations and which ones rank in the top 10 list of desired country brands when it comes to travel?” The answers might surprise you.

According to this year’s Country Brand Index (CBI), Australia once again earned the coveted spot as the world’s top country brand, with the United States ranking second and the United Kingdom ascending to third. Other countries making the top 10 included Japan, Canada, France and Greece. The CBI also identified Croatia, China and the United Arab Emirates (UAE) as the top three “rising stars” – those likely to become a major tourist destination in the next five years. Also making the list this year are Cuba, Iceland, and the Russian Federation. (more…)

Interview with author of the Study, Rina Plapler

admin — Thu, 04 Oct 2007 15:44:00 +0000

The following is a transcript of an interview with Rina Plapler, who leads the CBI team.

Why does FutureBrand undertake this yearly study?
As part of our corporate mission, FutureBrand is about ensuring that our clients’ businesses are focused on the future, so it is critical that we have a point of view about key industries and growth areas. We are also passionate about country branding and the untapped opportunity it presents to nations. We’d like to see a country brand rank with Coke and Microsoft as one of the world’s greatest brands.
How did you get interested in country branding?
FutureBrand is always interested in building powerful brands, so for the company, it’s clear this is a powerful and largely untapped category. For me personally, I’ve spent years living and working in other countries, amazed at the disparity between a country’s reputation versus the experience of living there. I realized over 15 years ago, countries don’t think of themselves as brands and that it could be a huge competitive advantage.
CBI has grown every year. This year, what was involved and how long does it take?
We collect data and observe the category continuously. This year, the sample for the global quantitative survey increased from 1,526 to 2,677 (+75%), and the footprint increased from six countries to seven. We also increased our global experts from 30 in 2006 to 50 in 2007. Once these parts are complete, Statistical analysis of the survey results, application of proprietary FutureBrand frameworks and packaging the information requires time. FutureBrand also conducted exhaustive secondary research and analysis of industry statistics and trends and then once the various phases of research were complete. We conceptualized, wrote and designed a comprehensive presentation of the CBI 2007 story.
What are the biggest challenges of country brands?
Trying to sell in innovative and progressive ideas to a significant amount of government agencies is a challenge. Keeping ideas strong across disparate constituencies can be difficult and activating a country brand to regions, citizens and creating a real sense of ownership and pride are also difficult.
What’s a unique opportunity for country brands?
Country brands must communicate many diverse, but cohesive, messages in a complex environment. The more complex the situation, the more interesting the results. I think countries can really be innovators in the field of branding, and create new ways to consider what a brand is and how is manifests.
What are the most common country branding pitfalls?
 Being very short term or tactically focused is a common pitfall. Many countries try to reinvent themselves each year instead of creating a long-term foundation and building toward it. Other frequent flaws include trying to be something you are not, picking an incredibly generic platform or making the effort skin deep and not something embraced by the country itself.