United States Claims #1 Spot For First Time as World's Top Country Brand

The United States earned the coveted spot as the world’s top country brand for the first time in the fifth annual Country Brand Index (CBI), rising from the third spot in 2008. Canada, host to the 2010 Winter Olympics, held on to the second ranking as Australia, always a perennial favorite, slipped from the premier ranking to number three. Other countries making the top 10 of the global 2009 CBI study include New Zealand, France, and Italy. CBI is a comprehensive study of approximately 3,000 international business and leisure travelers from nine countries.

It examines how countries are branded and ranked, and identifies emerging global trends in the world’s fastest growing economic sector - travel and tourism, which accounted for US$944 billion in international tourism receipts in 2008.This year’s index, conducted by FutureBrand, a leading global brand consultancy, in conjunction with public relations firm Weber Shandwick’s Global Travel & Lifestyle Practice, includes rankings and trends, themes in nation building and marketing issues, as well as more in-depth analysis of the strengths and weaknesses of the Top 10 country brands and a look at the "Next 10," those top country brands ranking 11-20.

Additionally, research was expanded to cover 102 country brands, which allowed a breakdown of regional rankings to be included. Other new topics include: the political and economic sides of country branding; discrepancies between perception and reality of a country brand; and "A New Focus on Value," which speaks to one of the chief motivators in travel and tourism this year.

"This is the fifth year we have been able to continue to innovate around country brand thinking, methodology and findings. This category remains one with tremendous potential not only for tourism but investment, trade and policy. Even with the global economic circumstances facing many nations, the need to maximize opportunity and present a cohesive identity is critical," said Rina Plapler, senior executive director, FutureBrand.

"It is interesting to note that America has risen to the number one country brand this year. It’s logical to assume that the shift in the political climate and renewed optimism surrounding the election of President Obama was a key influencer in the U.S. topping the list," said Rene A. Mack, president, Weber Shandwick’s Travel & Lifestyle Global Practice. "It will be very interesting to see the U.S.’s performance next year and understand if this was a halo effect of a new president, or if the country can actually capitalize on this opportunity to better create a strong brand."

This year’s CBI also touches on a variety of topics relevant to travelers and tourism professionals including: how small nations can compete with much larger countries; the different ways destinations can communicate value; and the year’s best and worst country brand marketing. Other notable topics focus on the use of social media in country branding and how icons, national companies and sports drive the development of country brand image.