Tom Adams Futurebrand Country Brand Index 2010

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Tom Adams has shared the results of the FutureBrand Country Brand Index 2010 Study at the First International Forum Ukraine: Country and City Branding

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Tom Adams Futurebrand Country Brand Index 2010

  1. 1. Можливість Потенціал Tom Adams, FutureBrandFutureBrand ® 1
  2. 2. The 2010 Country Brand Index
  3. 3. ABOUT THE 2010 COUNTRY BRAND INDEX• The FutureBrand 2010 Country Brand Index, presented in partnership with BBC World News, is our sixth and most comprehensive study of country brands to date: - Based on independent quantitative research with 3,400 international business and leisure travelers. - Respondents recruited from 13 countries across every continent. - Qualitative research carried out across 14 in-depth global focus groups with brand experts. 3
  4. 4. ASSOCIATIONS ACROSS MULTIPLE DIMENSIONSThe research analysis 5 association dimensions and 26 image attributes 4
  5. 5. The Top 25 –The Strongest Country Brands 2010
  6. 6. The Top 25
  7. 7. The Top 25 – Rising
  8. 8. The Top 25 – Impact of the Debt Crisis
  9. 9. 9The WeakestCountry Brands
  10. 10. Weakest Country Brands FPO
  11. 11. 1Canada(#2, +1) • Olympic Year • Weathered the financial crisis – last in, first out • Strong investment in image building • Profits from the USA’s inward focus  • Consistent performance across every measure • Tourism #4, Quality of Life #5, Business #8, Value System #8
  12. 12. 40Chile(#59, +19) • San José miners’ rescue • Growing economic stability • Improved across every measure
  13. 13. Media plays a vital role • Current events influence image and shift perceptions • Put countries in the spotlight • Increases awareness and familiarity • Image campaign improve associations
  14. 14. 14What makes a ‘country’ is changing
  15. 15. 15The gap is narrowing
  16. 16. The power of ‘made in…’
  17. 17. 40Switzerland(#11, +6) • Good for Business #1 • Quality of Life #1 • Value System #7 • #1 Country brand for “Most Like to Live In” • Attracts talent and corporate headquarters
  18. 18. What does it mean to be‘Made in Ukraine’?

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