Canada's 'country brand' No. 2
James Cowan, National Post
Canada has climbed the Country Brand Index from 12th to second in two years. The Post's James Cowan examines how the country has shaped its image and packaged itself.
Canada now has the second best "country brand" in the world, according to a study that suggests only Australia has done a better job of shaping its image as a travel destination.
Future Brand, a consulting firm based in New York, surveyed 2,700 business and leisure travellers to gauge which countries they had visited, which they most wanted to visit and which they would recommend to friends. Participants were also asked how they perceive countries based on criteria such as natural beauty, beaches, environmentalism and friendly locals. The results were used to create the Country Brand Index, a ranking of which countries have done the best job of creating a positive image.
"Countries are trying to promote themselves in a very competitive marketplace," said Rina Plapler, the study's author. "So they're starting to promote themselves not just as a collection of products and services, but more holistically as brands the way many other industries and categories do."
This year's rankings represent an improvement for Canada; the country placed 12th in 2006 and sixth last year.
Both Canada and Australia owe their success on the Brand Index to taking their diverse geographic and cultural offerings and distilling them into a unified image, according to Ms. Plapler. Australia's marketing focuses on how everything is a little bit "different" there. Meanwhile, Canada built its international branding campaign around the phrase "Keep Exploring," a motto conceived four years ago to convince travellers the country offered more than pretty scenery, according to Michele McKenzie, the Canadian Tourism Commission's president and CEO.
"What people think of when they think of Canada is the nature, the natural beauty, and that's something we needed to build on," Ms. McKenzie said. "People don't immediately think of the cities that we have, the culinary experiences, the nature of the outdoor experiences or how accessible they may be."
The Future Brand study describes Canada as an "effectively packaged country." Respondents ranked it as the top country to visit with their families and the easiest place to do business.
Canada's increased ranking likely relates to the weakening of the United States' brand, which has been damaged by the war in Iraq and its faltering economy. "In some respects," said Ms. Plapler, "Canada is in the right place at the right time."
1 AUSTRALIA
"It's a large country made up of a lot of things -- nature, the Great Barrier Reef, Sydney harbour -- and they didn't pick any one of those things," wrote the study's author. "They picked ... that it's different in Australia."
2 CANADA
Over the past two years, Canada has developed a more "focused" brand, Rina Plapler wrote. "It's a familiar country to people. It's familiar, it's well-liked, it's safe, it's seen as family-oriented."
3 UNITED STATES
The United States is praised for its "fun spirit" and the range of attractions and shopping. However, the study notes its brand has been tarnished by "its unpopular foreign policy, the war in Iraq and the credit crisis."
4 ITALY
Ms. Plapler describes Italy as a "lucky country" that merely needs to market its best-known attributes. "It's blessed with so many things, from its culture and geography to its food, it really sells itself."
5 SWITZERLAND
The Swiss brand is very similar to Canada's, Ms. Plapler wrote. "I don't think there's any sort of worry factor about Switzerland when you go. It allows you to have a tranquil, spa vacation."
6 FRANCE
"France has a strong local identity [wine, music, fashion, language, tradition and culture] and the ability to load its brand with emotion: beauty, quality of life, romance," the report states.
7 NEW ZEALAND
Respondents gave top marks for authenticity. "It's seen as a place to explore new terrain, a land of great beauty, of purity, of diversity with the aboriginal culture," Ms. Plapler wrote.
8 UNITED KINGDOM
A "sold, strong" brand built around the country's history. "It has a lot of music and culture and historical implications. It is also a mix of London and great and beautiful countryside."
9 JAPAN
The only Asian country to appear on the Top 10, Japan is seen as an "exotic destination." The report states it has a "high brand profile," yet traveller's expectations are always exceeded by the country.
10 SWEDEN
Scandinavia offers "sleeper" country brands, Mr. Plapler wrote. "I think they are a little more exotic and intriguing than parts of Europe that are more well known, like Italy and France."
James Cowan, National Post
Canada has climbed the Country Brand Index from 12th to second in two years. The Post's James Cowan examines how the country has shaped its image and packaged itself.
Canada now has the second best "country brand" in the world, according to a study that suggests only Australia has done a better job of shaping its image as a travel destination.
Future Brand, a consulting firm based in New York, surveyed 2,700 business and leisure travellers to gauge which countries they had visited, which they most wanted to visit and which they would recommend to friends. Participants were also asked how they perceive countries based on criteria such as natural beauty, beaches, environmentalism and friendly locals. The results were used to create the Country Brand Index, a ranking of which countries have done the best job of creating a positive image.
"Countries are trying to promote themselves in a very competitive marketplace," said Rina Plapler, the study's author. "So they're starting to promote themselves not just as a collection of products and services, but more holistically as brands the way many other industries and categories do."
This year's rankings represent an improvement for Canada; the country placed 12th in 2006 and sixth last year.
Both Canada and Australia owe their success on the Brand Index to taking their diverse geographic and cultural offerings and distilling them into a unified image, according to Ms. Plapler. Australia's marketing focuses on how everything is a little bit "different" there. Meanwhile, Canada built its international branding campaign around the phrase "Keep Exploring," a motto conceived four years ago to convince travellers the country offered more than pretty scenery, according to Michele McKenzie, the Canadian Tourism Commission's president and CEO.
"What people think of when they think of Canada is the nature, the natural beauty, and that's something we needed to build on," Ms. McKenzie said. "People don't immediately think of the cities that we have, the culinary experiences, the nature of the outdoor experiences or how accessible they may be."
The Future Brand study describes Canada as an "effectively packaged country." Respondents ranked it as the top country to visit with their families and the easiest place to do business.
Canada's increased ranking likely relates to the weakening of the United States' brand, which has been damaged by the war in Iraq and its faltering economy. "In some respects," said Ms. Plapler, "Canada is in the right place at the right time."
1 AUSTRALIA
"It's a large country made up of a lot of things -- nature, the Great Barrier Reef, Sydney harbour -- and they didn't pick any one of those things," wrote the study's author. "They picked ... that it's different in Australia."
2 CANADA
Over the past two years, Canada has developed a more "focused" brand, Rina Plapler wrote. "It's a familiar country to people. It's familiar, it's well-liked, it's safe, it's seen as family-oriented."
3 UNITED STATES
The United States is praised for its "fun spirit" and the range of attractions and shopping. However, the study notes its brand has been tarnished by "its unpopular foreign policy, the war in Iraq and the credit crisis."
4 ITALY
Ms. Plapler describes Italy as a "lucky country" that merely needs to market its best-known attributes. "It's blessed with so many things, from its culture and geography to its food, it really sells itself."
5 SWITZERLAND
The Swiss brand is very similar to Canada's, Ms. Plapler wrote. "I don't think there's any sort of worry factor about Switzerland when you go. It allows you to have a tranquil, spa vacation."
6 FRANCE
"France has a strong local identity [wine, music, fashion, language, tradition and culture] and the ability to load its brand with emotion: beauty, quality of life, romance," the report states.
7 NEW ZEALAND
Respondents gave top marks for authenticity. "It's seen as a place to explore new terrain, a land of great beauty, of purity, of diversity with the aboriginal culture," Ms. Plapler wrote.
8 UNITED KINGDOM
A "sold, strong" brand built around the country's history. "It has a lot of music and culture and historical implications. It is also a mix of London and great and beautiful countryside."
9 JAPAN
The only Asian country to appear on the Top 10, Japan is seen as an "exotic destination." The report states it has a "high brand profile," yet traveller's expectations are always exceeded by the country.
10 SWEDEN
Scandinavia offers "sleeper" country brands, Mr. Plapler wrote. "I think they are a little more exotic and intriguing than parts of Europe that are more well known, like Italy and France."
