Monday 10 November 2008

Australia heralded as world’s top country brand

Australia the world’s top brand Australia has again been heralded as the world’s top country brand in a global study.

It took the award in the 2008 Country Brand Index for the third successive year, ahead of Canada and the US.

The ‘brand’ performed well across 23 categories and topped the best country brand to extend a business trip, best brand for outdoor activities and sports and the country you would most like to live in.

It also featured in the top five nations for beaches, families, natural beauty, standard of living and resorts and lodging options.

The study, to be unveiled tomorrow at World Travel Market in London, was conducted by global brand consultancy FutureBrand and public relations firm Weber Shandwick.

FutureBrand Australia managing director Tim Riches said country leaders are embracing the notion of their country as a brand but said travel and tourism remains an underdeveloped category.

“Most countries are continuing to promote and market themselves in ways that are not differentiated,” he said.

The need for countries to realise their potential was more important during periods of low consumer and market confidence, Riches added.

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