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Australia slides in FutureBrand ranking |
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Tuesday, 10 November 2009 |
The so-called Obama effect has seen the United States earn top spot for the first time in the fifth annual FutureBrand Country Brand Index (CBI).
Rising from third spot in 2008, the USA beat 2010 Winter Olympics host Canada, which held on to the second spot, with Australia falling from number one to three and New Zealand fourth. Other countries making the top 10 include France, Italy and Japan.
“After three years in the number one position, a remarkable achievement by any measure, this new development was just a matter of time. The measurable decline of some key attributes, combined with the revitalisation of Brand USA, has resulted in the effect on Australia’s ranking. It highlights the importance of keeping a country brand fresh, relevant and engaging – no small challenge in a highly competitive international marketplace.” said Tim Riches, chief executive FutureBrand Singapore.
The FutureBrand CBI is a study of approximately 3,000 international business and leisure travellers from nine countries. More than a conventional research study, it ranks countries in terms of their brand strength and identifies emerging global trends in the world’s fastest growing economic sector – travel and tourism, which accounted for over US$944 billion (over one trillion Australian dollars) in international tourism receipts in 2008
“This is the fifth year we have been able to continue to innovate around country brand thinking, methodology and findings. This category remains one with tremendous potential not only for tourism but investment, trade and policy. Even with the global economic circumstances facing many nations, the need to maximise opportunity and present a cohesive identity is critical,” said Rina Plapler, senior executive director, FutureBrand.
"The days of countries marketing themselves with travel posters are over. Wise governments harness, propel and amplify their country as a brand, given it also encompasses culture, exports, retail, real estate and of course tax revenue. The popular phrase says ‘tourism is too big to fail,’ but if no one is paying attention or if it is undervalued or taken for granted, the competition will benefit,” said Rene Mack, president, Weber Shandwick Travel & Lifestyle Practice.
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