New Zealand has been ranked the third strongest country
brand in the world in the 2010 sixth annual Futurebrand Country
Brand Index (CBI).
New Zealand placed just behind Canada and Australia, and nudged
ahead of the US in the survey, which ranks countries in terms of
their brand strength. The third-placed overall ranking this year
goes one better than New Zealand's fourth-placing in the 2009
Country Brand Index report is produced annually by FutureBrand
in partnership with BBC World News, and is the most comprehensive
study of country brands to date. It ranks countries in terms of
their brand strength in Tourism, Heritage and Culture, Good for
doing Business, Quality of Life and Value System. It also
identifies emerging global trends in travel and tourism, the
world's fastest growing economic sector.
In addition to its third overall ranking, New Zealand was ranked
third in the Index's tourism dimension, and made it into the
survey's top five countries for natural beauty, value for money and
freedom of speech. Respondents also ranked New Zealand as one of
the top five countries they would most like to live in.
Tourism New Zealand's Chief Executive Kevin Bowler said it was
great to see brand New Zealand continuing to gain strength,
especially in such a highly competitive international market.
"The consistency of the
100% Pure New Zealand campaign has kept New Zealand top of
mind, and has made a promise that New Zealand is continuing to
"New Zealand is renowned worldwide for its spectacular scenery,
Maori culture and natural beauty but we also need to offer a
fully-rounded individual experience for visitors."
New Zealand has occupied the Top 10 country brands list for five
of the past six editions of the CBI.
The CBI incorporates an in-depth research study involving feedback
from 3,400 international business and leisure travellers from 13
countries on all five continents. This year's research examined 110
Top 10 Countries in 2010:
3. New Zealand
4. United States
9. United Kingdom