Country Brand Index 2008

This is the fourth year that FutureBrand, a leading global brand consultancy, has issued its Country Brand Index. After conducting substantial qualitative and quantitative research, this year’s Index includes rankings and trends as well as country brand analytics, travel motivations and insights into the challenges and opportunities within the world of travel, tourism and country branding. With polling expanded to almost 2,700 international travelers on even more criteria, this year’s Country Brand Index is more comprehensive, extensive and insightful than ever.

This year, Australia earns the first spot as the world’s top country brand for the third consecutive year. Not among the top 10 two years ago and rising from its sixth place ranking last year, Canada is recognized second and the United States rounds out the top three country brands in the 2008 study. Other countries making the top 10 include Italy, Switzerland and France. This is the Country Brands Index 2008 top-ten country brands:

  1. Australia
  2. Canada
  3. United States
  4. Italy
  5. Switzerland
  6. France
  7. New Zealand
  8. United Kingdom
  9. Japan
  10. Sweden

This year’s CBI touches on a variety of topics relevant to travelers and tourism professionals including: intergenerational travel (represented by countries such as the U.S., Canada and Japan), medical tourism, mainstream luxury (represented by countries like Japan and Spain), ‘stay’cations and a rise in the off-the-beaten-track trips. Other notable trends this year focus on niche travel opportunities and the changing destination landscape.

The Country Brands Index 2008 rankings for specific dimensions of the brand and here are some examples and the top performers:

Best Country Brand Ideal for Business: USA
Best Country Brand to Extend a Business Trip: Australia
Best Country Brand for Art & Culture: Italy
Best Country Brand for Authenticity: New Zealand
Best Country Brand for Beach: Maldives
Best Country Brand for Families: Canada
Best Country Brand for History: Egypt
Best Country Brand for Resort & Lodging Options: United Arab Emirates
Best Country Brand for Natural Beauty: New Zealand
Best Country Brand for Nightlife: Japan
Best Country Brand for Fine Dining: Italy
Best Country Brand for Outdoor Activities & Sports: Australia
Best Country Brand for Safety: Norway
Best Country Brand for Shopping: United States
Best Country Brand for Value for Money: Thailand
Best Country Brand You Would Most Like to Live In: Australia
Best Country Brand for Ease of Travel: Netherlands
Best Country Brand for Standard of Living: Sweden
Best Country Brand for Political Freedom: Netherlands
Best Country Brand for Quality Products: Japan

You can read more downloading the study here.

3 thoughts on “Country Brand Index 2008

  1. I would like to know country reputations for design. To some extent this is reflected in the quality products ranking, but I suspect we would find that the top rank for consumer product design is Korea, and for fashion design, well, Italy…

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