The Country Brand Index (CBI) is an in-depth Study that explores the complexity, dynamics and benefits of how nation

Nation

A nation may refer to a community of people who share a common language, culture, ethnicity, descent, and/or history. In this definition, a nation has no physical borders. However, it can also refer to people who share a common territory and government irrespective of their ethnic make-up...

s manifest as brand

Brand

The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...

s. CBI ranks countries across key image attributes, looks at themes in nation building and issues in country brand marketing, and identifies emerging trends in the worldwide travel and tourism industry. The study is conducted on an annual basis by global brand consultancy FutureBrand.

Now in its fifth year of publication, the Country Brand Index includes an online quantitative survey of 3,000 international business

Business travel

Business travel is the practice of people traveling for purposes related to their work. It is on the rise especially with foreign business markets opening up...

 and leisure travelers that examines how 102 countries are perceived. Survey respondents are between the ages of 21 and 65, are frequent international leisure travelers (averaging at least one trip per year), and are from nine countries around the world.

The FutureBrand evaluation system complements the global quantitative research with insights from an expert panel consisting of development, tourism

Tourism

Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people "traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes".Tourism has become a...

 and hospitality

Hospitality

Hospitality is the relationship between guest and host, or the act or practice of being hospitable. Specifically, this includes the reception and entertainment of guests, visitors, or strangers, resorts, membership clubs, conventions, attractions, special events, and other services for travelers...

 professionals, travel analysts, writers and destination organization leaders as well as relevant secondary sources for statistics that link brand equity

Brand equity

Brand equity is the marketing effects and outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name. Fact of the well-known brand name is that, the company can sometimes charge premium prices from the consumer . And,...

 to assets, growth and expansion.

The Country Brand Index investigates nation brands along a variety of brand strength measures, including awareness, familiarity, preference, consideration, visitation and advocacy

Advocacy

Advocacy is a political process by an individual or a large group which normally aims to influence public-policy and resource allocation decisions within political, economic, and social systems and institutions; it may be motivated from moral, ethical or faith principles or simply to protect an...

. Among CBI's best-known features are detailed rankings across 29 image attributes:

- Authenticity
- History
- Art & Culture
- Resort & Lodging Options
- Ease of Travel
- Safety
- Rest & Relaxation
- Natural Beauty
- Beach
- Nightlife
- Shopping
- Fine Dining
- Outdoor Activities & Sports
- Friendly Locals
- Families
- Value for Money
- Rising Star
- Standard of Living
- Ideal for Business
- Easiest to Do Business In
- New Country for Business
- Conferences
- Extend a Business Trip
- Political Freedom
- Most Like to Live In
- Quality Products
- Desire to Visit / Visit Again
- Advanced Technology
- Environmentalism

The overall rankings of nations in the Country Brand Index are based on a composite rating of each country encompassing its relative levels of familiarity, preference and advocacy, plus its image across 29 attributes and overall reputation.

Country Brands Rankings of 2009

1 USA

2 Canada

3 Australia

4 New Zealand

5 France

6 Italy

7 Japan

8 UK

9 Germany

10 Spain

See also

• Brand management
  Brand management
  Brand management is the application of marketing techniques to a specific product, product line, or brand.The discipline of brand management was started at Procter & Gamble as a result of a famous memo by Neil H...
  
  
• Brand
  Brand
  The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
  
  
• Brand Architecture
  Brand architecture
  Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another...
  
  
• Brand extension
  Brand extension
  Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity...
  
  
• The Brand Trust Report
  The Brand Trust Report
  The Brand Trust Report, India Study, 2011 is published by Trust Research Advisory . The book is a result of a syndicated primary research on Brand Trust that generated 10,00,000 data points and 16,000 unique brands from over 10,000 hours of fieldwork conducted in 9 cities TRA’s study partners in...
  
  

External links

• Nation-Branding Blog: http://www.nation-branding.info/
• An African World Cup Experience, South African Tourism Board: http://www.southafrica.net/sat/content/en/us/fifa-world-cup-2010
• Economic Impact of Ryder Cup Exceeds Pre Event Predictions, Deloitte, April 26, 2007
• New Complex to Boost Doha's 2016 Summer Games Bid, Game's Bid, June 1, 2008: http://www.gamesbids.com/eng/olympic_bids/2016_bid_news/1212335648.html
• Beijing Olympics: China's Game Face, www.Broadcasting.com, August 3, 2008: http://www.broadcastingcable.com/article/114886-Beijing_Olympics_China_s_Game_Face.php
• 1.8 Million Pound Campaign Urges Europeans to 'See More of Britain for Less,' Visit Britain, April 9, 2009: http://www.visitbritain.org/mediaroom/archive/launch-of-european-value-campaign.aspx
• FuturBrand Country Brand Index compared with Anholt GfK Roper Nation Brands Index: Global Economy, Art, Culture and History, Tourism Perspectives (including comparative table with the World Economic Forum "Travel and Tourism Competitiveness Index"), analysis and conclusions(2009): http://www.culturalrealms.com/2009/11/country-branding-from-a-global-cultural-tourism-perspective-part-one.html