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Country Brand Index 2011

Country Brand Index 2011

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Published by Guntis Stirna
Country Brand Index 2011
Welcome to the seventh annual FutureBrand Country Brand Index
(CBI), our global study of country brand strength. The 2011-2012 CBI documents perceptions around 113 nations, and is based on more interviews, insights and information than any other study of its kind. In its development, we utilized social media tools to investigate amongst key opinion-formers and influencers, asking them what makes a country’s brand powerful and unique.
Country Brand Index 2011
Welcome to the seventh annual FutureBrand Country Brand Index
(CBI), our global study of country brand strength. The 2011-2012 CBI documents perceptions around 113 nations, and is based on more interviews, insights and information than any other study of its kind. In its development, we utilized social media tools to investigate amongst key opinion-formers and influencers, asking them what makes a country’s brand powerful and unique.

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Published by: Guntis Stirna on Dec 21, 2011
Copyright:Attribution Non-commercial

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08/03/2012

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Welcome to the seventh annual
FutureBrand Country Brand Index(CBI)
, our global study o country brandstrength. The 2011-2012 CBI documentsperceptions around 113 nations, andis based on more interviews, insightsand inormation than any other study oits kind. In its development, we utilizedsocial media tools to investigate amongstkey opinion-ormers and inuencers,asking them what makes a country’sbrand powerul and unique.
 
3. THE FUTUREBRAND 2011-2012 COUNTRY BRAND INDEX
© All rights reserved.
INTRODUCTION
connection with a ripple eect, encouraging others around theworld to visit, do business, learn and build lives in a place.Like any brand, a country brand must be consistent acrossmany touchpoints, rom advertising and public relationsto political representatives, cultural ambassadors, tourists,companies and indigenous products.These eatures, in addition to a strong point o view, roleon the world stage and concerted eort to drive progress,tourism, immigration, exchange and partnership make thedierence between nation states and genuine country brands.But the most important actors—the aspects that trulydierentiate a country brand—are its associations andattributes across fve key dimensions:
Value System 
,
Quality of 
 
Life 
,
Good for Business 
,
Heritage and Culture 
and
Tourism 
.A strong country brand is more than the sum o its attributes:in total, it must make people’s lives better. From progressivepolitics to a sense o openness and reedom o speech, acountry that is geared around its people and their needs willalways score highly. From this comes a strong emotional
WHAT MAKES A STRONGCOUNTRY BRAND?
At
FutureBrand
, we assess thestrength o a country brand in muchthe same way as any other brand.We measure awareness, amiliarity,preerence, consideration, advocacyand active decisions to visit or interactwith a place.

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