Travel branding

Australia has once again won the Country Brand Index, compiled annually by Future Brand, an international brand consultancy.

The index is based on a global quantitive survey of 1,500 respondents, as well as of over 35 international travel industry experts. This is its third year.

"Australia is impressive as a strong country brand for the wide range of vacation experiences that can be enjoyed," the experts said.

The US maintained second position, while the UK climbed from sixth place in 2006 to third place in 2007. Italy fell from third to fifth position, while France maintained its fourth place.

"Countries, at the highest level, have a tremendous challenge: Standing for a focused benefit while consistently communicating that idea across every level of government and to all key audiences in an effective and compelling way," the 2007 report said.

"Unraveling the complexity of countries and using their richness as an advantage rather than a hindrance is one of the powerful opportunities and unique aspects of country branding. This, however, must be done with great care and effort. It is not an excuse to simply be everything to everyone or to develop a brand without clear meaning, motivation and cohesiveness.

"Countries have begun rising to the challenge of communicating with power and persuasiveness. Several already express themselves through core values and ideas, and in projecting a powerful and consistent message.

However, there are dozens of countries that do not yet do this. Many still think of branding as simply a logo or window dressing that changes with each advertising campaign.

"While this may be common, it is certainly not maximising what a country brand is or can become. Each country is unique, and so is each country's particular circumstances and situation. Simply broadcasting your offering or spending significant amounts on media does not guarantee success, especially in a saturated and competitive marketplace."