NEW YORK-
If countries were brands, which one would be the Nike or the Coca-Cola of the world?
The land down under is the most recognizable country brand, according to an index released by FutureBrand, a brand consultancy, and Weber Shandwick, a public relations firm. The United States followed at second with Italy coming in third.
“Australia has successfully marketed its assets countrywide without picking apart particulars,” said Rina Plapler, executive director at FutureBrand. “It has collectively harnessed the mystique of the whole country.”
Plapler also noted that Australia has a national logo–the kangaroo–which sets it apart from other countries that typically use flags to distinguish themselves.
The United States, however, finished first in all business-related categories as well best shopping, best resort and lodging options and best country for families.
The land of the free, however, didn’t break into the top ten for safest country. Our neighbor to the north, Canada, topped that category.
The study incorporated opinions from industry experts, a survey of 1,500 travelers and national statistics.
