Canada bests USA in ‘brand performance’
New study: Canada bests the USA in ‘brand performance’
By Jayne Clark, USA TODAY
The USA has slipped three notches to No 4 in an annual
ranking of nations with the most favorable brand performance, says a new study
Climbing to the top spot (from No 2 in 2009) is Canada, thanks in part to its
success in hosting this year’s Winter Olympics in Vancouver Australia and New
Zealand rank second and third Rounding out the top 10 is Switzerland, Japan,
France, Finland, the United Kingdom and Sweden The 2010 Country Brand Index
compiled by FutureBrand, a global brand consulting firm, was released today
(complete rankings will be posted Nov 15) The USA’s No 1 ranking last year
was attributed to the “Obama effect,” and its slip into fourth place
this year likely also is Obama-related, says Daniel Rosentreter, FutureBrand’s
chief strategy officer “What we’ve seen this year is the shine may be
off Obama hasn’t delivered what the world expected,” he says The three
worst performing country brands: Zimbabwe, Iran and Pakistan Now in its sixth
year, the survey (produced in partnership with BBC World News this year),
queried 3,400 business and leisure travelers on five continents, augmented by
expert focus groups, on their image associations of various countries in five
categories, including tourism appeal, quality of life and value systems
Do you think a city or country can be a brand? Why or why
not? What else can be branded?