Building a brand: How 193 countries’ branding strategies stack up
Skift Take
There are political and natural factors that influence even the best country brands, which is why some countries doing their best to promote tourism are still seeing little economic impact.
What's the first thing you think of when someone mentions a trip to Spain? Japan? Canada?
The reason images of long siestas by the sea are drummed up at the mention of Spain or thoughts of skydiving and mountain biking are tied to New Zealand is due to both a nation's culture and the very intentional branding efforts of a destination's tourism agency.
Destinations' tourism revenue can skyrocket after a successful tourism campaign driven by strong branding, or succumb to public assumptions when branding initiatives are absent.
Ranking countries' brands
Bloom Consulting, a Madrid-based consulting firm specializing in country branding, releases an annual report that ranks 193 countries on the economic performance of their tourism industries and how well they’ve developed their brand strategies.
The methodology factors in hard and soft data in an effort to show the correlation betwe
