1. Development of CountriesHuman Asset ManagementBusiness
StrategyBloom ConsultingCountryBrandRanking TourismEdition
2012Bloom Consulting Since 2003
2. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Bloom Consulting
Country Brand Ranking An IntroductionThe Bloom Consulting Country
Brand Ranking is the only country or nation brand rankingwhich
classifies countries by the effectiveness of their country brand
strategiesand its subsequent impact on the countrys GDP.In order to
do so, Bloom Consulting has taken into account variables that
define the economicperformance of the countries as well as
variables that characterize the strategies accuracy andmarket
acceptance.Bloom Consulting has used hard facts, such as economic
indicators and an analysis of the offi-cial country brand
strategies as well as soft data indicators, thereby measuring the
economicimpact of each countrys tourism brand strategy.
Furthermore, this marks the first time thatOnline Search Demand
(OSD) has been incorporated into a ranking of this type.The 2012
Bloom Consulting Country Brand Ranking Tourism accounts for the
most compre-hensive, objective research done in the field so far.
In accordance with the Bloom Consulting 3TApproach (see page 3),
Bloom Consulting creates separate Rankings for Trade and Tourism.It
includes 161 countries and all economic data comes from recognized
sources such as theWorld Bank, United Nations, and the World
Tourism Organization.Bloom Consulting Since 2003
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3. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012An introductory note
from the CEOWelcomeFor the second consecutive year, I am proud to
present to you with the Bloom ConsultingCountry Brand Ranking!Over
the last nine years, I have had the privilege of working with Bloom
Consulting in countrybranding strategies all over the world. From
my experience, the most striking fact I found sofar is that most
countries, regardless of their economic development, geographic
location or evensize, have very similar issues when developing
their own country brand strategy. These issuesare very much related
with internal concerns, such as accountability or stakeholder
management,and also the tangible measurement of brand strategy
investments.Our objective when launching this ranking was precisely
to tackle this issue: how much morerevenue can a country brand
attract to its own national economy?Let me just say how excited I
am with the new feature in our algorithm - Online SearchDemand
(OSD). For the first time in any country or nation brand ranking,
we analyze howwell positioned countries are in the biggest search
engines and how searched they areby tourists in general.To
conclude, I encourage you to use this ranking internally and use it
as an asset and a toolto demonstrate the importance your country
brand has on your economy. Although we wouldhave liked to go deeper
and give a detailed description on each countrys performance,
itsimpossible to do so in this overview. However if you are
interested to find out more informationon your country, please do
not hesitate to contact us. I would be happy to send you all the
infor-mation you require.Welcome to the Bloom Consulting Country
Brand Ranking 2012. We hope you appreciate thegreat results and
findings as much as we did!Jos Filipe Torres - CEO Bloom
ConsultingBloom Consulting Since 2003
[email protected] / +34 91 308 0286 (CET) Page
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4. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Introduction to
Country BrandingThe 3T approach In creating a country brand
strategy we focus on three main areas:attraction of trade, tourism
and talent.The traditional approach when facing the challenge of
attracting trade, tourism and talentis to create, or simply
improve, perceptions under one umbrella strategy. Ultimately
thiswill fail, as we see over and over again around the world. It
is impossible to communicateentertainment to investors and
simultaneously communicate a qualified and hardworkingworkforce to
potential tourists. They messages repel each other, destroying the
coreobjective. Most of the time agencies attempt a compromise in
order to better createan overall strategy. As a result, they weaken
their brand, as each factor is not brandedup to its potential.In
order to solve the problem of having a single multi-dimensional
strategy,Bloom Consulting has developed a 3T approach to country
brandingthat separates each T.T1. Attraction of TradeT2. Attraction
of TourismT3. Attraction of TalentTraditional Umbrella Strategy
Bloom Consultings 3T Approach T1 T2 T3 T2 GDP GDP T1 T3 Impact
ImpactThis way, were able to calculate growth projections and
calculations individually,in order to better define the objectives
of an overall strategy.Bloom Consulting Since 2003
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5. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Understanding the
MethodologyThe Ranking VariablesThe Bloom Consulting Algorithm, was
developed to create and calculate the ranking, taking intoaccount
both hard and soft data and includes groundbreaking processes to
show the relationshipbetween a countrys economic performance and
the projections of the countrys brand strategy.The ranking is
derived from four variables that take into account both hard and
soft data. Theranking does not use any survey or interview based
data, meaning that it provides the mostobjective, accurate results
possible.Bloom Consulting Country Brand Ranking Algorithm variables
Historical Bloom Consulting CBS Economic Rating Growth Economic
Country Brand Performance Ranking Bloom Consulting Since 2003
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6. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Understanding the
MethodologyThe Ranking Variables in more detailHistorical Economic
PerformanceStrategies and economic returns do not have an immediate
cause and effect relationship, there-fore Bloom Consulting looks at
the countrys long term (five years)* historical economicperformance
in international tourism receipts. This way, the Ranking reflects
more consistenttrends rather than the volatile changes that might
occur in the recovering economic climate.Economic GrowthThe growth
in international tourism receipts of each country is also an
important indicator whenmeasuring the countrys economic
performance, therefore Bloom Consulting computes thecompound annual
growth rate for the economic tourism performance. This way, it is
possible togarner how much the industry grew or decreased and the
impact it had on the revenue. Again,data spanning five years was
used to reflect consistent trends rather than brief volatile
changes.Bloom Consulting Country Brand Strategy (CBS) Rating Bloom
Consulting also rates the impact of each countrys branding
strategy. The CBS Rating takes into account the uniqueness of each
countrys current brand strategy (Brand Tags) and theaccuracy of the
Online Search Demand. A brand strategy that is more unique and more
alignedwith tourist searches will receive a better Rating.* UNWTO
covering the years 2006-2010.Bloom Consulting Since 2003
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7. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Measuring Country
Brand Strategy AccuracyThe CBS Rating CBS Rating is calculated
using brand strategy economic performance analysis and analysis
ofOnline Search Demand. The country brand strategy is measured
through brand tags, the keywords that reflect the brand strategy of
each country. For the first time in any country or nationbrand
ranking, Blooms Online Search Demand (OSD) is able to show if a
country supplies whattourists are seeking, and how well the country
is matching this demand.Brand tags function as the supply side of
the tourist-destination equation. Thousands of brandtags were
collected from each countrys official tourism agency and then
classified into 38different clusters that relate to adventure
sports and activities, natural features, beaches, localculture and
traditions, or gastronomy. Each cluster is assigned an economic
value in order to ratethe relative returns gained from each brand
tag.Domestic and international tourist searches for the brand tags
and related words were thenanalyzed, country by country, in the
most used search engines, to show the countrys accuracymatch and
quantify Online Search Demand. By considering the OSD, Bloom
Consulting is ableto show if a country offers what tourists are
seeking, and how well the country is matching thisdemand. This
identifies the gap between supply and demand. The more accurate a
country is, thebetter the CBS Rating .Just as international rating
agencies rank countries credit risk, Bloom Consultinguses the CBS
Rating Classification SystemScore DescriptionAAA Very StrongAA
StrongA Slightly StrongBBB Very GoodBB GoodB Slightly GoodCCC
Slightly WeakCC WeakC Very WeakD PoorBloom Consulting Since 2003
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8. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Bloom Consulting
Country Brand Ranking 2012 TOURISM EDITION - WORLD RankingRank CBS
Rating 1. United States of America AA2. Spain AAA3. France AA4.
China A5. Turkey AAA6. Thailand AAA7. Germany BBB8. Macao AAA9.
United Kingdom BBB10. Australia BBBDue to the historical brand
equity and the fact that both have strong country brand strategies
China, Hong Kong and Macao have been considered as separate
countries in this ranking.Bloom Consulting Since 2003
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9. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Rank CBS Rating 11.
Austria AA12. Italy BB13. Hong Kong A14. Malaysia A15. Netherlands
BBB16. Mexico AAA17. Switzerland A18. Canada BBB19. Croatia AAA20.
Russian Federation A21. Portugal A22. Singapore A23. India A24.
Greece BBB25. Republic of Korea BBB26. Belgium A27. Morocco AAA28.
Japan BB29. United Arab Emirates AAA30. Sweden BB31. Egypt BB32.
Ireland A33. South Africa BBB34. Poland BB35. Hungary AAABloom
Consulting Since 2003 [email protected] / +34 91
308 0286 (CET) Page 08
10. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Rank CBS Rating 36.
Czech Republic A37. Indonesia B38. Saudi Arabia CCC39. Finland
AAA40. Argentina AA41. Lebanon CCC42. Denmark A43. Norway AA44. New
Zealand A45. Philippines AAA46. Slovenia AAA47. Brazil B48.
Slovakia AAA49. Dominican Republic BBB50. Ukraine B51. Israel
CCC52. Peru A53. Bulgaria BB54. Chile A55. Malta AAA56. Estonia
AAA57. Cyprus A58. Luxembourg CCC59. Romania A60. Jordan CCCBloom
Consulting Since 2003 [email protected] / +34 91
308 0286 (CET) Page 09
11. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Rank CBS Rating 61.
Kenya AAA62. Lithuania AAA63. Guatemala A64. United Republic of
Tanzania A65. Ethiopia A66. Viet Nam CC67. Uruguay BBB68. Mauritius
A69. Colombia B70. Albania BB71. Iran B72. Costa Rica BB73. Tunisia
CCC74. Panama CCC75. Cambodia BBB76. Sri Lanka AAA77. Serbia A78.
Bahrain B79. Bahamas B80. Barbados BB81. Maldives AAA82. Cuba CC83.
Ecuador AA84. Jamaica CCC85. Kazakhstan CCCBloom Consulting Since
2003 [email protected] / +34 91 308 0286 (CET)
Page 10
12. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Rank CBS Rating 86.
Iceland AAA87. Latvia BB88. Oman C89. Pakistan CC90. Venezuela
BB91. Bosnia and Herzegovina BB92. Uganda A93. Georgia A94. Nepal
AAA95. Ghana CCC96. El Salvador B97. Fiji BB98. Botswana AAA99.
Belarus BBB100. Namibia AA101. Armenia AAA102. Montenegro CCC103.
Nigeria CCC104. Honduras BB105. Trinidad and Tobago B106. Zimbabwe
B107. Kuwait CCC108. Mongolia AA109. Seychelles A110. Saint Lucia
ABloom Consulting Since 2003 [email protected] /
+34 91 308 0286 (CET) Page 11
13. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Rank CBS Rating 111.
Kyrgyzstan CCC112. Azerbaijan CC113. Senegal C114. Belize BBB115.
Macedonia BBB116. Yemen C117. Angola C118. Rwanda BB119. Antigua
and Barbuda B120. Madagascar CCC121. Algeria CCC122. Republic of
Moldova B123. Laos People Democratic Republic CC124. Brunei
Darussalam B125. Saint Kits and Nevis AA126. Zambia BBB127.
Mozambique B128. Bolivia CCC129. Nicaragua CC130. Grenada BBB131.
Cape Verde C132. Sudan B133. Samoa B134. Guyana BBB135. Cameroon
CCBloom Consulting Since 2003 [email protected]
/ +34 91 308 0286 (CET) Page 12
14. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Rank CBS Rating 136.
Paraguay D137. Solomon Islands BBB138. Dominica BB139. Myanmar
B140. Togo CCC141. Suriname B142. Burkina Faso CCC143. Lesotho
BBB144. Bhutan B145. Gambia B146. Cte dIvoire D147. Saint Vincent
and the Grenadines CC148. Bangladesh C149. Timor-Leste B150. Sierra
Leone B151. Comoros CCC152. Tajikistan CCC153. Swaziland CC154.
Federated States of Micronesia D155. So Tom and Principe A156.
Djibouti CCC157. Tonga D158. Kiribati BBB159. Papua New Guinea
B160. Burundi CC161. Marshall Islands DBloom Consulting Since 2003
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15. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Bloom Consulting
Country Brand Ranking CommentsThe United States continued its
number one reign in the 2012 Bloom Consulting Country BrandRanking
Tourism. The AA Rating indicates that the US tourism brand is very
accurate whenconsidering tourism demand, and has a strong positive
impact on its tourism industry. Althoughthe US saw a decline in
tourism receipts from the previous year, the strong overall
performanceand excellent CBS Rating ensured their continued
supremacy.The remaining top countries include other strong
economicperformers such as several powerhouse European
countries,the upcoming BRIC countries and Asian economic hubs.Asia
in particular performed extremely well in the 2012Ranking. Eight
Asian countries finished in the top 25,with China as number four.
Aided by both strong tourismreceipts and CBS Ratings , Thailand (6)
and Malaysia(14) significantly improved from last year. For the
firsttime, Macao was evaluated as an individual country andfinished
with a bang at number eight. A notable absencewas Japan. With a BB
rating that could not counteractthe residual effects of the
tsunami, Japan suffereda three spot drop to number
twenty-eight.Bloom Consulting Since 2003
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16. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Bloom Consulting
Country Brand Ranking Comments, ContinuedThough European countries,
especially Germany, the UK and Italy, have slipped in the
Rankingsince last year, twelve European countries remained in the
top 25. The continued prominencedespite decreased tourism receipts
indicates that strong CBS Ratings can help weather thelingering
economic stress in Europe.Interestingly, Africa had some surprising
developments,especially in light of the recent political
developments.Although none finished in the top 25, the top 50 was
filledwith noticeable improvements from last year. Morocco (27)and
United Arab Emirates (29) led the way with a respec-tive 3 and
amazing 16 jump up in the ranking powered byAAA ratings.Decreased
tourism opportunities were visible in several performances. Egypt
(31) noticeablysuffered from the downturn in the industry, while
Saudi Arabia also dropped. Notably, the studyestablished several
African countries making slow but steady improvements, with Kenya,
Tanza-nia and Ethiopia as countries to watch. This indicates both
shifting tourist interests and thegeneral economic potential for
the continent.Bloom Consulting Since 2003
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17. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Classification,
References and SourcesAdditional information about the studyBloom
Consulting divided the world into eleven geographic sectors and the
four economicdevelopment stages in order to maintain the
singularity of the region and compare countriesin a regional
context.Bloom Consulting Geographic Regions1. Central and Southern
Asia2. Europe3. Northern Africa4. Oceania5. Central and Middle
Africa6. Central America and Caribbean7. South America8. Middle
East9. Western and Southern Africa10. Northern America11. Eastern
and South-Eastern AsiaThe four World Bank Income levels12. Low
Income13. Lower Middle Income14. Upper Middle Income15. High Income
(Includes both OECD and non-OECD)Further sources for countries
income level classifications and geographic regions:The World Bank
http://www.worldbank.org/The World Tourism Organization
http://www2.unwto.org/enThe United Nations
http://www.un.org/en/Bloom Consulting Since 2003
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18. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Bloom Consulting
Country Brand RankingFAQs1) Who is this Ranking meant for?Bloom
Consulting Country Brand Ranking is for anyone interested in place
brandingfrom every perspective, whether youre in government,
academia, industry, finance,or just find it interesting.2) Why did
Bloom Consulting create a Ranking?Bloom Consulting created the
Ranking to evaluate the impact of a countrys brand strategy
ineconomic terms and, above all, to answer the ever relevant
question of how countries canbecome more attractive.3) How does
Bloom Consultings Ranking differ from other rankings?Bloom
Consultings Ranking uses variables and methodology to generate a
ranking far aheadof the field in terms of objectivity and
innovation. Not only does Bloom Consulting base itsresearch on
objective hard and soft facts, rather than using survey based data
like other rankings,it is also the first ranking to take tourist
demand into account.4) What is new in the 2012 edition of the
Ranking?The 2012 edition of the Ranking features the inclusion of
Tourist Online Search Demand (OSD)in the Bloom Algorithm. By
analysing consumer behaviour and the effectiveness of countrybrand
strategies, the newest Ranking raises the bar by giving a
pioneering view of the globaltourism industry from a supply and
demand angle.5) How can a state have a poor CBS Rating , but do
well in the Ranking?If a country has a negative CBS Rating , its
brand strategy is not actively reflecting what thecountry has to
offer (in the eyes of tourist-demand). Even though its economic
performancemight still be strong, the tourism strategy is not
taking advantage of the countrys unique sellingpropositions.Bloom
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19. Country BrandDevelopment of CountriesHuman Asset Management
Ranking Business Strategy Tourism Edition 2012Bloom
ConsultingAboutBloom Consulting is a strategy consulting firm
specialized in country branding.Jos Filipe Torres founded Bloom
Consulting in 2003 and is a regular spokesperson at confer-ences
and universities worldwide. Both The Economist and Forbes have
interviewed Mr Torres,where he was identified as one of the top 3
country branding experts in the world.Currently Bloom Consulting
has offices in So Paulo, Mumbai, Lisbon, Madrid (headquarters)and
Los Angeles, as well as research centres in Tokyo and London. Bloom
Consulting worksclosely with presidents, monarchs, ministers and
institutions in order to define their strategy,establish their
vision, and implement it. Blooms clients include the Bulgarian,
Latvian, Polish,Portuguese and Spanish governments, and also
regions such as Madrid, Castilla y Leon in Spain,and center and the
southwest regions of Portugal.Bloom Consulting has developed the 3T
approach that separates Trade, Tourism, and Talentstrategies into
three different Country Branding Strategies.One fundamental point
of all of Bloom Consultings projects is the CAMPRO methodology
.This methodology is a combination of academic and professional
knowledge under BloomConsultings management and control, key to
obtaining the most accurate recommendationsand insights for all
clients.Moreover Bloom Consulting has published the:Bloom
Consulting US State Brand Ranking 2012and is currently developing
the:Bloom Consulting India State Brand Ranking 2013Additional
InformationWhile this report provides a general overview, the
information presented here is buta glimpse of the findings we have
at your disposal. Please do not hesitate to contact us if youwould
like a personalized and detailed version of the Bloom Consulting
Country BrandingRanking Report for your country, region or city.For
more information, please
visit:www.bloom-consulting.com/en/country-brands-rankingBloom
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