A comparison between different countries based on Future Brand Country Branding Index (CBI) and the Anholt-GfK Roper Nation Brands Index (NBI)
Both in NBI and CBI confirmed that the undisputed winner is the United States of America, thanks to its charismatic President Barack Obama. As per the geographies of the top 10 countries, in both indexes the winners are the European Countries: five out of 10 countries in the CBI are in Europe, and 6 out of these taking the highest positions in the NBI.
Otherwise the two Indexes vastly differ in their methodology, results and approach. Nevertheless, I am happy because in spite of their dissimilarity, they have one goal in common: to serve as a departing point for increasing countries’ brand equities. Both Indexes are the most valuable resource for policy makers, DMOs and travel companies in their efforts to convert their countries in more profitable destinations. I will continue to post my views and analysis from the global cultural tourism perspective on this blog. For the moment, I have in mind 6 parts, which are:
Part Two: Economy and Country Branding
Part Three: History, Arts & Culture and Country Branding
Part Four: Countries Tourism Brand Aspects
Part Five: Country Brand Trends – detected common trends and differences
Part Six: Conclusion: The overall value of the Country Brand Index and Nation Brands Index for cultural tourism strategists, destination management and travel practitioners
Finally my (im)patience is generously rewarded: the Country Brand Index of Future Brand is here. That, on the top of the 2009 edition Nation Brands Index (NBI) by Anholt-GfK Roper, made me jump of joy. They encompass information, which will be my “food for thought” for the weeks to come. You might say that I am partial to the CBI, since I was one of the experts for the 2009 edition. In fact, I will try to prove that I see objectively both Indexes as sources of very valuable information. This combined “sea of knowledge” for professionals like me, is precious when it comes to create strategies for tourism development and destination management.
Both in NBI and CBI confirmed that the undisputed winner is the United States of America, thanks to its charismatic President Barack Obama. As per the geographies of the top 10 countries, in both indexes the winners are the European Countries: five out of 10 countries in the CBI are in Europe, and 6 out of these taking the highest positions in the NBI.
Otherwise the two Indexes vastly differ in their methodology, results and approach. Nevertheless, I am happy because in spite of their dissimilarity, they have one goal in common: to serve as a departing point for increasing countries’ brand equities. Both Indexes are the most valuable resource for policy makers, DMOs and travel companies in their efforts to convert their countries in more profitable destinations. I will continue to post my views and analysis from the global cultural tourism perspective on this blog. For the moment, I have in mind 6 parts, which are:
Part Two: Economy and Country Branding
Part Three: History, Arts & Culture and Country Branding
Part Four: Countries Tourism Brand Aspects
Part Five: Country Brand Trends – detected common trends and differences
Part Six: Conclusion: The overall value of the Country Brand Index and Nation Brands Index for cultural tourism strategists, destination management and travel practitioners
The information used in this reports comes from copyrighted materials by Future Brand and Anholt-GfK Roper.
To download the Country Brand Index Executive Summary, please click here or visit the official Index website.
To download the Nation Brands Index, please click here or visit the official website of Simon Anholt
A slide share presentation on the main findings:
