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Marketing & Branding

By : Amit Madhav, Senior Consultant, McKinsey & Company
Industry : Management & Strategy Consulting Functional Area : Branding
Activity:  0 comments  1760 views  last activity : 07 06 2010 20:18:04 +0000


Australia has emerged as the world's top country brand for the third consecutive year, according to the 2008 Country Brand Index (CBI), being officially released in London on November 11. Rising from its sixth place ranking last year, Canada is recognized second and the United States rounds out the top three country brands in the 2008 study.

Conducted by FutureBrand, a leading global brand consultancy, in conjunction with Weber Shandwick's Global Travel & Lifestyle Practice, CBI is a comprehensive study of about 2,700 international business and leisure travellers from nine countries. The study identifies China, the UAE and Croatia, respectively, as the top three 'rising stars' – those likely to become major tourist destinations in the next five years. Also making the list this year are Vietnam, India and Cuba.

2008 CBI Top 10 Country Brands

1. Australia         6. France
2. Canada           7. New Zealand
3. United States  8. United Kingdom
4. Italy                9. Japan
5. Switzerland     10. Sweden

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