Australia has been ranked as the top country brand for the second year in a row, according to a global study.
The third annual Country Brand Index puts Australia on top, ahead of the US, UK in third, France and Italy, fourth and fifth respectively. New Zealand came in eighth spot.
The joint study released by brand strategy firm, FutureBrand and public relations company Weber Shandwick identifies countries as brands and emerging global travel trends in the travel and tourism category. It also tracked a range of business related issues specific to a country’s attractiveness as a commercial hub.
Across the Asia-Pacific region, Australia was considered the easiest country to do business in, and globally, it was second only to the US as the country respondents would most likely extend a business trip in.
Australian Trade Commission chief economist Tim Harcourt said: “People like us; they like our country and they think that Australia is a model of a modern economy with well developed institutions and a strong community. However, many Australian exports remain hidden and we need to better approach to leveraging ‘the Australian’ for trade and investment.
“Apart from our large stock of 'celebrity exports' like our great movie stars, models and sporting heroes there are many global brands that have iconic status that are associated with their home country such as Volvo or Ikea (Sweden), Nokia (Finland), Coca Cola (USA), and so on. Australia doesn't have the same consumer product icons, although this may be changing with Billabong, Quiksilver and RM Williams being identified as well known Australian brands in the global market place. After all, Billabong, despite being a small surf wear manufacturer just a decade ago, now earns more off shore income than Westpac,” Harcourt added.
Of the 23 CBI categories covered, Australia ranked in the top ten in fourteen of them.
It led the best country brand for outdoor activities/sports, followed by New Zealand and best country brand for friendly local people, and was second to New Zealand as the best country brand for natural beauty.
Tim Riches managing director of Future Brand in Australia said: “Australia is clearly recognised as a travel destination of choice. The big opportunity that this creates for business is the chance to get on board for a commercial advantage. Especially given that this is the second year in a row, there is real brand strength here that is underleveraged, in the main, in terms of Australia’s economic benefit.”
The study is made up of quantitative research, expert opinions and references statistics that link brand equity to assets, growth and expansion. More than 2,600 respondents from seven countries participated in a travel survey and included frequent international travellers between the ages of 21 and 65, with a balanced split between men and women.
