El Futbol Y Ya
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Publicado: 24 de enero de 2013
2010 COUNTRY BRAND INDEX
in partnership with
2010 COUNTRY BRAND INDEX
2
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. It is based on more respondents across more countries and questions than ever before. After five years of research, we know that country brand strength isdriven by perceptions of five key dimensions: Tourism, Heritage and Culture, Good for Business, Quality of Life and Value System. In addition, the strength of a country brand is determined in the same way as any other brand. We measure levels of awareness, familiarity, preference, consideration, advocacy and active decisions to visit. But the most important factors, the aspects that trulydifferentiate a country brand, are its associations and attributes – the things that people think of when they hear a place name, or look at a photograph or plan a trip. But above all, a strong country brand is more than the sum of its attributes: it makes people’s lives better.
From progressive politics to openness, freedom of speech, movement and a positive outlook on the world, countries that aregeared around their people and their needs score highly. They also have to create a strong emotional connection, making people want to visit, do business, learn and build their lives in a place. Not just that, but like any brand, they need to be consistent across all touch points, from advertising and public relations to political representatives, cultural ambassadors, tourists, companies andindigenous products. We need to be able to differentiate between country brand experiences, from people to places, from products to companies. Country brand ranking even correlates to how far a nation exports its values through its iconic brands. These features, coupled with a strong point of view and role on the world stage and a tireless effort to drive the world forward, encouraging tourism,immigration, cultural exchange and partnership, make the difference between a nation state and a genuine country brand. Also, as the 2010 Country Brand Index reveals, while economic performance is vital to brand strength, it is not enough to guarantee a high world ranking.
© 2010 by FutureBrand. All rights reserved.
in partnership with BBC WORLD NEWS
2010 COUNTRY BRAND INDEX
3
Countrybrand strength is a nation’s ultimate intangible asset and goes beyond its geographic size, financial performance or levels of awareness. Managed properly across every measure, it can be a lasting vehicle for goodwill, encouraging forgiveness in difficult times and disproportionately boosting the value of exports, from people to products to entire corporations. Arguably, a strong country brand is adriver of brand strength in other contexts – when a product, service or corporation is identified with a strong country brand, it has a better chance of premium pricing, longevity and preference in emerging markets; consider the power of French luxury brands in China, for example. A weak country brand, like a weak product brand, leads to poor differentiation, ambiguous meaning and low recall in theminds of people who travel, invest and do business outside their borders. All of this affects a nation’s ability to stand out regionally and globally and to realise future ambitions beyond its natural resources.
© 2010 by FutureBrand. All rights reserved.
in partnership with BBC WORLD NEWS
2010 COUNTRY BRAND INDEX
4
ABOUT FUTUREBRAND
FutureBrand is global brand and innovationconsultancy with 24 offices around the world. We bring together many diverse national identities, histories and experiences. As a company we share a simple belief: the future does not happen to us, we create it. We have been pioneers in country branding for more than a decade, working with Mexico, Singapore, Peru, Australia, Saint Lucia and Qatar, to name a few, as well as shaping a number of...
in partnership with
2010 COUNTRY BRAND INDEX
2
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. It is based on more respondents across more countries and questions than ever before. After five years of research, we know that country brand strength isdriven by perceptions of five key dimensions: Tourism, Heritage and Culture, Good for Business, Quality of Life and Value System. In addition, the strength of a country brand is determined in the same way as any other brand. We measure levels of awareness, familiarity, preference, consideration, advocacy and active decisions to visit. But the most important factors, the aspects that trulydifferentiate a country brand, are its associations and attributes – the things that people think of when they hear a place name, or look at a photograph or plan a trip. But above all, a strong country brand is more than the sum of its attributes: it makes people’s lives better.
From progressive politics to openness, freedom of speech, movement and a positive outlook on the world, countries that aregeared around their people and their needs score highly. They also have to create a strong emotional connection, making people want to visit, do business, learn and build their lives in a place. Not just that, but like any brand, they need to be consistent across all touch points, from advertising and public relations to political representatives, cultural ambassadors, tourists, companies andindigenous products. We need to be able to differentiate between country brand experiences, from people to places, from products to companies. Country brand ranking even correlates to how far a nation exports its values through its iconic brands. These features, coupled with a strong point of view and role on the world stage and a tireless effort to drive the world forward, encouraging tourism,immigration, cultural exchange and partnership, make the difference between a nation state and a genuine country brand. Also, as the 2010 Country Brand Index reveals, while economic performance is vital to brand strength, it is not enough to guarantee a high world ranking.
© 2010 by FutureBrand. All rights reserved.
in partnership with BBC WORLD NEWS
2010 COUNTRY BRAND INDEX
3
Countrybrand strength is a nation’s ultimate intangible asset and goes beyond its geographic size, financial performance or levels of awareness. Managed properly across every measure, it can be a lasting vehicle for goodwill, encouraging forgiveness in difficult times and disproportionately boosting the value of exports, from people to products to entire corporations. Arguably, a strong country brand is adriver of brand strength in other contexts – when a product, service or corporation is identified with a strong country brand, it has a better chance of premium pricing, longevity and preference in emerging markets; consider the power of French luxury brands in China, for example. A weak country brand, like a weak product brand, leads to poor differentiation, ambiguous meaning and low recall in theminds of people who travel, invest and do business outside their borders. All of this affects a nation’s ability to stand out regionally and globally and to realise future ambitions beyond its natural resources.
© 2010 by FutureBrand. All rights reserved.
in partnership with BBC WORLD NEWS
2010 COUNTRY BRAND INDEX
4
ABOUT FUTUREBRAND
FutureBrand is global brand and innovationconsultancy with 24 offices around the world. We bring together many diverse national identities, histories and experiences. As a company we share a simple belief: the future does not happen to us, we create it. We have been pioneers in country branding for more than a decade, working with Mexico, Singapore, Peru, Australia, Saint Lucia and Qatar, to name a few, as well as shaping a number of...
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