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Singapore climbs country brand rankings

by Kenny Lim    6-Nov-09, 12:02

SINGAPORE - Singapore has leapfrogged 11 spots in the overall rankings of the world’s top country brands in FutureBrand’s latest Country Brand Index (CBI), making the city-state one of the most successful examples for country marketing in the Asia-Pacific region.

The Lion City rose from 24th spot last year to 13th in this year’s rankings and earned top spots for best country brand for “shopping” and “easiest to do business in”.

Singapore took second spot in the “Ideal for Business” category, where it was edged out by the United States, and third spot in “Best Country Brand for Conferences” category.

It was also among the top five in the categories of Best Country Brand for Advanced Technology; Best Country Brand for Standard of Living and Best New Country for Business.

According to Tim Riches, CEO FutureBrand Singapore and chief growth officer, Asia-Pacific, Singapore’s results were not surprising, given that the city-state has exemplified what his agency would recommend government or tourism bodies to do in their country marketing

“Singapore is one of the star performers in the CBI, recording one of the biggest increases in ranking of any country,” said Riches. “The results show the impact of Singapore’s long term and relatively well integrated efforts in building the country brand from a strong business base, adding on key components of a compelling lifestyle image.”

Other rising stars tracked in this year’s CBI include the United Arab Emirates (UAE), China and Vietnam, named as the top three likely major tourist destinations in the next five years. India was also a notable mention.

"The days of countries marketing themselves with travel posters are over," said Rene A. Mack, president, Weber Shandwick’s travel and lifestyle practice. "Wise governments harness, propel and amplify their countries as a brand, given it also encompasses culture, exports retail, real estate and of course tax revenue."


2009 CBI Top Country Brands

1. United States
2. Canada
3. Australia
4. New Zealand
5. France
6. Italy
7. Japan
8. United Kingdom
9. Germany
10. Spain
Get full access to an all-inclusive ranking of Asia's award-winning creative talents. Subscribe to CREATIVE RANKINGS 2009.



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