Australia Gets Top Spot in Country Brand Index, Canada and US Trail Behind

by Rob Walker | November 11, 2008 at 12:38 pm

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Australia has come out at the top of the pack for the third year in a row by the Country Brand Index, with Canada and the United States trailing in 2nd and 3rd place, respectively.

The rankings were pulled by well known brand consultancy FutureBrand and the PR firm Weber Shandwick. The numbers come from a global study of travel patterns, which looked into business trips, resorts and lodging options, outdoor activities and the country you would most like to live in.

For the third year in a row, Australia has been named the top country brand by the 2008 Country Brand Index (CBI).

The CBI is a comprehensive study of global travel patterns and is conducted by leading brand consultancy FutureBrand along with PR firm Weber Shandwick.

CBI was analysed with Australia, Canada and the US the most successful country brands.

Countries are ranked across 30 distinct categories providing a rich perspective on strengths, weaknesses and opportunities. The rankings speak to qualities that compel consideration and assets that shape country reputations, perceptions and experiences. New categories to this year's rankings include best country brand for "Standard of Living," "Political Freedom" and "Advanced Technology."

However, just because it was voted best overall doesn't mean there aren't areas that other countries excel in. Here's a list of some of the countries and what they offer:

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

For the first time, three Arabic countries made it into the CBI in 2008, including the United Arab Emirates, Qatar and Egypt.

Only three Arabic countries made it to the Country Brand Index 2008, a global index that ranks the top 10 marketed countries in different aspects, each of United Arab Emirates, Qatar and Egypt were ranked among some of these categories.

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