Australia named as second best country brand
Australia’s global brand has improved over the last year, according to research by Future Brand.
The Country Brand Index seeks to rank 110 countries’ brands according to levels of awareness, familiarity, preference, consideration, advocacy, active decisions to visit, associations and attributes.
And according to Future Brand, Australia has moved up from fourth in the ranking last year to second this time round.
New Zealand was stable at number 3.
Jeez, that will add some rivalry… I’m Australian. My partner Linda is Canadian. She’ll never let me hear the end of this statistic… 🙂
I imagine the Oprah spot can be thanked in large for our progress.
joking.. how can you take this seriously when the US pulled number one last year?
Care factor?
Bring it on! First the Olympic Gold Medal in ice hockey, now the top brand in the world. Who said hosting the Olympics is a waste of taxpayers dollars!
Only Futurebrand and Interbrand bother publishing this sort of stuff.
Back to working in the real world…
It constantly amazes me that people take the time and trouble to add nothing more to a conversation than negative comments. The level of jaded sarcasm and smartarse commenting that takes place on this site is really quite sad.
The only way we will ever top Canada is if we can walk around with the word ‘ROOTS’ across our chests and not get leered or laughed at. Canadians are very proud to wear their Canadianess. With Australians, its just in our genes (lol).
I think the term “Country Brands” is a bit misleading as it implies a country with all it’s diversity, complexity, history etc can be boiled down to “brand”.
But if we’re solely talking TOURISM then it makes much more sense.
In other words, this is a ranking of tourist destinations … not of “best places to live” or “most liveable places” as with other studies (e.g. The Economist)
I’ve just downloaded the 14-page executive summary. The methodology:
“The Country Brand Index incorporates a global quantitative research study with 3,400 international business and leisure travellers from 13 countries on all five continents, qualified by in-depth expert focus groups that took place in 14 major metropolitan areas around the world”.
So it boils down to a study of tourism destinations derived from a survey of a) tourists and b) travel experts serving those tourists.
The ranking now makes more sense. After all, Canada has real bears while we only have ‘drop bears’. They have Niagara Falls, we have Whitewater World …
http://www.destinationcanada.i.....tions.html
I agree with Chris, negative losers.
I find this quite interesting
Why can’t we all just get along?
Wah, wah, wah….
@Chris Betcher where is your sense of humour? Tsk, tsk – must be Canadian…
what, no Yemen, no Afghanistan?
How can this survey be taken seriously when Turkmenistan isn’t in the top 25?