Italy Ranked Number One “Country Brand”

Travel Blog  •  Michael Yessis  •  12.02.05 | 11:56 AM ET

Australia took the runner-up spot, and the United States rounded out the top three in a recent global survey conducted by FutureBrand and its sister company, public relations firm Weber Shandwick. It also named China as the “most improved” country brand.

How did they arrive at these conclusions? And what exactly does it mean? I’ve read FutureBrand’s press release twice, and I’m still not 100 percent sure. It says that FutureBrand is “a leading strategic brand development firm,” and it has created the FutureBrand Country Brand Index which consists of “a three-tiered analysis of statistics, a global quantitative survey, and expert opinions of international travel professionals.” That statement has two footnotes that I haven’t included. The press release says the entire survey can be found at the FutureBrand Web site, but I can’t locate it.

Tags: Nation Branding, Australia & Pacific, Australia, Asia, China, Europe, Italy, News and Briefs


3 Comments for Italy Ranked Number One “Country Brand”

Paul 12.09.05 | 12:57 AM ET

China is the “most improved” country brand - this conclusion could be reasonable at least.

Paul,BD Manager,KanXiQi.com Private Tour Guide Service

Clinton 01.15.06 | 10:44 PM ET

Just wondering where Brand South Africa ended up. Surely their branding strategy from 2001 must be up there. It had (has?) the fastest growing tourism industry in the world after IMC started “Branding South Africa.”
see:
http://www.imc.org.za

http://www.southafrica.net

Mike 02.17.06 | 12:19 PM ET

The FutureBrand website provides this report and a few others under the “leadership” link in the Showcase section.

There’s usually a link from the homepage to the press realease also (in the news section), from where you can also download the report.

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