Bloom Consulting, has created this
World Ranking in order to answer the fundamental
issue at the heart of every country,
corporation and soul: how does one become attractive?
A country wishes to draw the
interest of people in order to create wealth.
In other words, the purpose of
country branding is to bring economic growth.
We asked the creators of the ranking
to answer several questions for everyone to understand the importance of this
issue.
Why you decided to
make this rating?
Bloom Consulting conducted this
study in order to answer the fundamental question at the heart of every
country, corporation and soul: How does one become attractive? The goal of our ranking is to provide a
complete, comprehensive and objective view of each country’s brand. We want to promote the importance of country
branding. Country branding should be used as a strategic development tool,
literally, to create an impact on GDP. It is a tool to establish the vision of
the country to increase economic development.
During your research,
were you contacting and interacting with the countries’
representatives? if
yes, which was their reaction?
During the research phase we used
information gathered through the Tourism Board Organizations (TBOs) of the respective countries
associated with the World Tourism Organization. Information regarding strategies used by countries to attract FDI was taken from the Investment Promotion Agencies (IPAs) of the respective
countries associated with the World Association of Investment Promotion
Agencies (WAIPA).
When these TBOs were not accessible
through the Word Tourism Organization or IPAs were not accessible through the WAIPA, information was gathered from
embassies or chambers of commerce.
As we only contacted the countries
TBOs or IPAs regarding validation of the data they did not have reactions per
se regarding our research. Some were collaborative and provided us with deep
information while other resisted
Did you use some exact
rankings as an example?
No we did not use other rankings as
an example. Our ranking is entirely independent from others and as such takes
into account many factors and variables others do not. For example, our ranking takes hard facts and
official data supplied by the countries into account as opposed to surveys and interviews. Also
henceforth we have considered the power of Google and tourists and investor
demand analysis when conducting the 2012 research, an aspect which no other
ranking has taken into consideration before.
Can anyone judge your
research as fair and impersonal?
Yes. One can judge our research as
fair and impersonal since it is not based on opinion and perceptions. It is a
combination of Official Financial information mixed with what the world is
offering and what the world is looking for.
Are you going to apply
your ranking list for some studies, publications, etc?
Presently our ranking list is
available on our website for interested parties to read. Our vision is that
this information should be available for anyone to read and understand a
country brand is a valuable tangible asset that generates wealth and economic
development.
How
long did it take to write your research?
In order to accurately conduct the
research we took more than half a year when compiling the Bloom Consulting
Country Brand Rankings.
For some countries
with the “negative impacts”, do you have any suggestion?
Canada for example, has not been
able to match the success of its neighbour in the global ranking, as they have
ranked 23rd in the Bloom Consulting Country Branding Ranking© for
tourism.
This rank is fairly low when
compared to other countries with similar characteristics. Canada’s negative
rating factor indicates that its country brand strategy lowers Canada’s
position in the global ranking. Even though country brand strategies of both
countries share similar characteristics, the US incorporates the 5 most
valuable positions for the region, while Canada does not. In order to increase
the effectiveness of their strategy Canada needs to include more valuable
positions within their brand strategy.
In other words, Canada needs to
differentiate itself better.
You can follow the Bloom Consulting
Country Brand Ranking Web site here http://www.bloom-consulting.com/.
Good job for Brand consulting!
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