The UAE is a Rising Star in FutureBrand's Index on Countries as a Brand
Dubai - November 17 2005 - Italy ranks as the top overall destination, according to a first-of-its-kind global index released recently, that identifies countries as brands and suggests the pivotal role that branding could make in helping countries differentiate themselves. The UAE achieved major recognition in the following categories: Rising Star - 2nd place, Most Improved - 4th place, Business - 5th place and Conventions - 6th place, confirming that the international perception and pull towards the UAE is developing at a steady rate. Egypt also fared extremely well and was awarded 9th overall position. Australia and the U.S. take the second and third overall positions in the FutureBrand Country Brand Index, which is comprised of a three-tiered analysis of statistics*, a global quantitative survey, and expert opinions of international travel professionals**.
The report examines the role and opportunity to market a country as a brand, and ranks countries according to a variety of measures. This year's index includes rankings, as well as emerging trends, travel motivations, challenges and opportunities within the world's second largest industry - travel and tourism. These include China as "most improved" country brand, the U.S. as "best country brand for business travel" and Italy as "best country brand for art and culture."
"Based on our years of experience in this category, we are excited to launch the FutureBrand Country Brand Index. Countries have traditionally under-performed and under-achieved as brands, despite enormous potential," notes Jean-Louis Dumeu, chairman, chief executive officer, FutureBrand. "We hope this study promotes dialogues, raises questions and encourages countries to look at themselves in a whole new way. A strong country brand will offer nations a tremendous competitive advantage and help build long term opportunity for business, tourism, exports and investment."
FutureBrand, a leading global brand consultancy, in conjunction with international PR agency Weber Shandwick's travel practice, intend the study to become an annual occurrence. The initiative was led by Rina Plapler, executive director, FutureBrand, and involved a variety of FutureBrand's global offices and disciplines.
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About FutureBrand:FutureBrand (www.futurebrand.com) is the leading strategic brand development firm that commands a global presence spanning 21 offices in 17 countries. Partnering with the world's leading companies, FutureBrand helps its clients to develop profitable brands both today and into the future. Offering a full range of services from consumer branding and corporate identity, to brand identity, packaging design and beyond, FutureBrand works with clients to measure and increase brand value, define breakthrough brand strategies and create powerful brand experiences. Clients include P&G, Microsoft, Emaar, InBev, Intel, Nakheel, Nokia, Nestl, MasterCard, UPS, and Unilever. FutureBrand also has extensive international expertise in destination and country branding, including working with Singapore, Australia, Mexico, South African Airways, British Airways, Guernsey Islands, and Dubai Waterfront.
* Statistics were gathered from trade organizations, government agencies, travel industry organizations and secondary sources.
** Travel professionals include writers, editors, travel analysts, travel agents, travel industry professionals (PR, marketing), travel organization professionals and hospitality experts.
© Press Release 2005
