Canada named world’s top country brand
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Canada has been crowned the world’s best country brand, knocking neighbours the USA off the top spot, according to Futurebrand.
The brand consultancy determines the strength of a country’s brand by measuring levels of awareness, familiarity, preference, consideration, advocacy and active decisions to visit.
Top 10 County Brands (last year’s position in brackets)
1. Canada (2)
2. Australia (3)
3. New Zealand (4)
4. United States (1)
5. Switzerland (new entry)
6. Japan (7)
7. France (5)
8. Finland (new entry)
9. United Kingdom (8)
10. Sweden (new entry)
Read an analysis of why “Brand Britain” dropped to ninth and how the decline might be reversed.
Also, read Mark Ritson’s column on why brand strategy should be for brands and not countries.
YouGov Insight:
Holidaying
- Two thirds of consumers have taken short breaks in the UK over the past year.
- However, the recession and its aftermath have taken a heavy toll on short haul, short breaks. Just over one fifth of adults have taken a European short break over the past year.
- Those who have continued to take European short breaks are most likely to be young single men under 25: essentially, confident travelers who have been less affected by the recession than older consumers.
- 1 in 4 young men between the ages of 16 and 24 have taken short breaks in Europe in the last year. This is well above the average of 15% across all demographics.
- 1 in 4 YouGov respondents said that having friends or relative in the area had a bearing on the choice of destination for their last short break.
- Half of ABC1s said that they just don’t like lying on the beach, while only 37% of C2DEs feel the same.
Click here for more information on this YouGov market report
Readers' comments (1)
Michael Leander | Sun, 16 Jan 2011 9:36 am
Thanks for sharing this. But. The list is clearly wrong since Denmark did not make it top 10 ;-) and -what's worse - Sweden and Finland did :-)
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