COUNTRY BRANDS

In marketing, we talked about national brands, local brands, private labels etc. Have you ever heard of country brands, country brands means a country (nation) promoted as brand, an unique identity.

Future Brand, a leading global brand consultancy conducted a comprehensive study of 2600 travelers, businessmen etc to find the best country brands of world. The key criteria for study were tourism, travel motivation, challenge and opportunity, living standards, business opportunity etc.

"A strong country brand provides an opportunity for a country to showcase its values across every government sector," said Rina Plapler, executive director, FutureBrand. "In this year's Country Brand Index we detail how multifaceted countries are as brands, and how they require specific frameworks, typologies and the use of considered semiotics."

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.

2007 CBI Top Country Brands

1. Australia

2. United States

3. United Kingdom

4. France

5. Italy

6. Canada

7. Spain

8. New Zealand

9. Greece

10 Japan

This year's CBI touches on a variety of topics relevant to travelers and tourism professionals alike -- from the most environmentally oriented country brand (Sweden) to the country brand in which they would most like to do business (United States). The Index also takes an in-depth look at the "State of Brand U.S." and how it seesaws between a brand in decline and one that's becoming more powerful and popular on the global stage.

According to Rene A. Mack, president, Weber Shandwick's Travel & Lifestyle Global Practice, "A country's brand reputation is in itself a powerful currency. Reputation drives financial and business investment, sustainable growth and helps add fuel to the private sectors”. He also said that "A visitor is the most powerful marketer for any country brand. They import the destination and its products and experiences directly into their homes, offices and social communities, combined with the most powerful voice of all -- word of mouth."

Have a look at the ranks of country brands in various fields, as an Indian you found it distressful because we are nowhere in world top country brands. Fortunately we ranked 4^th in one category i.e. art & culture due to our ancestors and their efforts.

Today we are proudly talking about our economic growth, business opportunities, verticals etc but looking at the country brand index I feeling very sad especially in few fields like ideal for business, nightlife, friendly locals and safety. Normally when one talked about western countries we always put forward our culture, family values, friendly attitude etc but according to this survey, I think there is a huge gap in our mindsets. We proudly believe in our cultural values but never accept or imbibe other cultures’ good things because we feel that it will contaminate us.

We proudly say that “we are proud to be an Indian” that’s true but others really don’t

Now time comes when we will have to prove that we were good in culture, heritage, values, business opportunities and we will be best.

Incredible India

source: http://www.countrybrandindex.com