Leading Global Brand Consultancy, FutureBrand, in Conjunction with
Weber Shandwick’s Global Travel Practice, Releases New Index That Examines Countries as Brands
Thailand ranks among the top ten travel destinations in several key tourism-related categories, including eighth overall, according to a first-of-its-kind global survey released that identifies countries as “brands” and suggests the pivotal role that branding could make in helping countries differentiate themselves. Thailand was also the only Asian country brand to make the global rankings top 10 in the FutureBrand/Weber Shandwick Country Brand Index. Italy ranked as the top overall destination, with Australia and the U.S. taking the second and third positions.
The Index is comprised of a three-tiered analysis of statistics from trade organizations, government agencies and travel industry organizations, a global quantitative survey, and expert opinions of international travel professionals, including travel editors, travel analysts, travel agents and travel industry and hospitality professionals. Thirty-five of the world’s most popular travel destinations were included in the survey rankings, including travel and tourism favorites in North America, Europe, Asia and Africa.
Launched at this year’s World Travel Market – the annual exhibition of the global travel trade industry recently taking place 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.
In addition to its eighth overall ranking, Thailand also scored in the top 10 in several sub-categories, including number five in the “Rising Star Country Brands” category; number four in the “Best Country Brands for Nightlife” category; number seven in the “Best Country Brand for Beaches” category; number eight in the “Most Improved Country Brands” category; number nine in the “Best Country Brand for Families” category; and number 10 in the “Best Country Brand for Conventions” category.
Top overall rankings in specific categories included China as “Most Improved Country Brand”; the U.S. as “Best Country Brand for Business Travel”; Italy as “Best Country Brand for Art and Culture” and “Best Country Brand for History”; Australia as “Best Country Brand for Outdoors”; and Bahamas as “Best Country Brand for Beaches”.
“If a ‘brand’ is defined as an experience, then some of the world’s most powerful and recognizable 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 Jean-Louis Dumeu, chairman, 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, intend the study to become an annual occurrence. The initiative was led by Rina Plapler, executive director, FutureBrand, and involved a variety of FutureBrand’s global offices and disciplines.
Top Overall Country Brand Rankings:
1. Italy
2. Australia
3. USA
4. France
5. Maldives
6. Greece
7. Fiji
8. Thailand
9. Egypt
10. Bahamas
About FutureBrand:
FutureBrand (www.futurebrand.com) is the leading strategic brand development firm that commands a global presence spanning 21 offices in 17 countries. Partnering with the world’s leading companies, FutureBrand helps its clients to develop profitable brands both today and into the future. Offering a full range of services from consumer branding and corporate identity, to brand identity, packaging design and beyond, FutureBrand works with clients to measure and increase brand value, define breakthrough brand strategies and create powerful brand experiences. Clients include P&G, Microsoft, InBev, Intel, Nokia, Nestl?, MasterCard, UPS, and Unilever. FutureBrand also has extensive international expertise in destination and country branding, including working with Singapore, Australia, Mexico, South African Airways, British Airways, Guernsey Islands, and Dubai Waterfront.
About Weber Shandwick:
Weber Shandwick is one of the world’s leading global public relations agencies with offices in major media, business and government capitals around the world. In 2005 Weber Shandwick was named “Agency of the Year” by PRWeek US and The Holmes Report, “International Consultancy of the Year” by PRWeek UK, and “Consultancy of the Year” (Hong Kong office) at the Asia Pacific PR Awards. Weber Shandwick also is Advertising Age's highest-rated public relations firm. The agency is a leader in marketing public relations, public affairs and corporate communications counseling, and also provides services in advocacy advertising, market research and visual communications. Find out more at www.webershandwick.com.
FutureBrand and Weber Shandwick are units of The Interpublic Group of Companies (NYSE: IPG), which is among the world’s largest advertising and marketing services organizations.
For more information please contact:
Weber Shandwick Thailand at 02.257.0300,
email
[email protected] or
[email protected] End.