“Obama Effect Helps US Top Country Brand Survey - HULIQ”

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Obama Effect Helps US Top Country Brand Survey - HULIQ Posted: 06 Nov 2009 06:52 AM PST "It is interesting to note that America has risen to the number one country brand this year. It's logical to assume that the shift in the political climate and renewed optimism surrounding the election of President Obama was a key influencer in the U.S. topping the list," said Rene A. Mack, president, Weber Shandwick's Travel & Lifestyle Global Practice. Weber Shandwick, a worldwide public relations firm, cosponsors the CBI survey with FutureBrand; both are units of the Interpublic Group of Companies. The annual survey ranks countries as though they are branded products. This year, the survey, which is aimed at the worldwide travel and leisure industry, ranked 102 countries on a variety of factors. Australia, a perennial favorite in the rankings, fell from first to third place in this year's survey; Canada, host to the 2010 Winter Olympics, retained its second-place ranking. Rounding out the top five country brands are New Zealand and France; the other members of the top ten are Italy, Japan, the United Kingdom, Germany, and Spain. The U.S. also ranked in the top five in several of the specific categories covered in the survey: #1 Ideal for Business #2 for Quality Products (behind Japan) #2 New Country for Business (behind Japan) #2 for Shopping (behind Singapore) #2 for Easiest to Do Business In (behind Singapore) #3 for Advanced Technology (behind Japan and Germany) #3 for Families (behind Canada and Australia) #3 for Nightlife (behind Japan and the United Kingdom) #4 for Extending a Business Trip (behind Australia, Japan and Italy) #4 for Resort and Lodging Options (behind Canada, Tahiti and the Bahamas) #4 for Conferences (behind Japan, Germany and Singapore) #5 Country You Would Most Like to Live In (behind Canada, Australia, New Zealand and Switzerland) #5 Country You Desire to Visit or Visit Again (behind Australia, New Zealand, the Maldives and Tahiti) Interestingly, given Americans' self-image, the country did not rank in the top five for Political Freedom (the top five in that category: Canada, Germany, Australia, the UK and New Zealand). Yet it cannot be denied that the country's improved international image, due largely to both Obama's personal popularity and his interest in restoring America's role as an international partner and problem-solver, helped boost it to the top overall spot. "It will be very interesting to see the U.S.'s performance next year and understand if this was a halo effect of a new president, or if the country can actually capitalize on this opportunity to better create a strong brand," said Mack. Written by Sandy Smith This content has passed through fivefilters.org.

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