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New Study: Canada bests USA in ‘brand performance’
By Jayne Clark, USA TODAY
The USA has slipped three notches to No. 4 in an annual ranking of nations with the most favorable brand performance, says a new study.
Climbing to the top spot (from No. 2 in 2009) is Canada, thanks in part to its success in hosting this year’s Winter Olympics in Vancouver. Australia and New Zealand rank second and third. Rounding out the top 10 are Switzerland, Japan, France, Finland, the United Kingdom and Sweden.
The 2010 Country Brand Index compiled by FutureBrand, a global brand consulting firm, was released today (complete rankings will be posted Nov. 15).
The USA’s No.1 ranking last year was attributed to the “Obama effect,” and its slip into fourth place this year likely also is Obama-related, says Daniel Rosentreter, FutureBrand’s chief strategy officer.
“What we’ve seen this year is the shine may be off. Obama hasn’t delivered what the world expected,” he says.
The three worst performing country brands: Zimbabwe, Iran and Pakistan.
Now in it’s sixth year, the survey (produced in partnership with BBC World News this year), queried 3,400 business and leisure travelers on five continents, augmented by expert focus groups, on their image associations of various countries in five categories, including tourism appeal, quality of life and value systems.
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