Bloom Consulting - Real Instituto Elcano

3. Northern Africa. 4. Oceania. 5. Central and Middle Africa. 6. Central America and Caribbean. 7. South America. 8. Middle East. 9. Western and Southern Africa.
3MB Größe 10 Downloads 117 vistas
Development of Countries Human Asset Management Business Strategy

Bloom Consulting

Country Brand Ranking © Tourism Edition

Bloom Consulting © Since 2003

2012

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

2012

Bloom Consulting Country Brand Ranking © An Introduction

The Bloom Consulting Country Brand Ranking © is the only country or nation brand ranking which classifies countries by the effectiveness of their country brand strategies and its subsequent impact on the country’s GDP. In order to do so, Bloom Consulting has taken into account variables that define the economic performance of the countries as well as variables that characterize the strategies’ accuracy and market acceptance. Bloom Consulting has used hard facts, such as economic indicators and an analysis of the official country brand strategies as well as soft data indicators, thereby measuring the economic impact of each country’s tourism brand strategy. Furthermore, this marks the first time that Online Search Demand (OSD) has been incorporated into a ranking of this type. The 2012 Bloom Consulting Country Brand Ranking © Tourism accounts for the most comprehensive, objective research done in the field so far. In accordance with the Bloom Consulting 3T Approach © (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 the World Bank, United Nations, and the World Tourism Organization.

Bloom Consulting © Since 2003

[email protected] / +34 91 308 0286 (CET)

Page 01

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

2012

An introductory note from the CEO Welcome

For the second consecutive year, I am proud to present to you with the Bloom Consulting Country Brand Ranking! Over the last nine years, I have had the privilege of working with Bloom Consulting in country branding strategies all over the world. From my experience, the most striking fact I found so far is that most countries, regardless of their economic development, geographic location or even size, have very similar issues when developing their own country brand strategy. These issues are 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 more revenue 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 Search Demand (OSD). For the first time in any country or nation brand ranking, we analyze how well positioned countries are in the biggest search engines and how searched they are by tourists in general. To conclude, I encourage you to use this ranking internally and use it as an asset and a tool to demonstrate the importance your country brand has on your economy. Although we would have liked to go deeper and give a detailed description on each country’s performance, it’s impossible to do so in this overview. However if you are interested to find out more information on your country, please do not hesitate to contact us. I would be happy to send you all the information you require. Welcome to the Bloom Consulting Country Brand Ranking © 2012. We hope you appreciate the great results and findings as much as we did!

José Filipe Torres - CEO Bloom Consulting Bloom Consulting © Since 2003

[email protected] / +34 91 308 0286 (CET)

Page 02

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

2012

Introduction to Country Branding The 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 talent is to create, or simply improve, perceptions under one umbrella strategy. Ultimately this will fail, as we see over and over again around the world. It is impossible to communicate entertainment to investors and simultaneously communicate a qualified and hardworking workforce to potential tourists. They messages repel each other, destroying the core objective. Most of the time agencies attempt a compromise in order to better create an overall strategy. As a result, they weaken their brand, as each factor is not branded up 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 branding that separates each T. T1. Attraction of Trade T2. Attraction of Tourism T3. Attraction of Talent Traditional “Umbrella” Strategy T1

T2

GDP Impact

Bloom Consulting’s 3T Approach ©

T3

T2

T1

GDP Impact

T3

This way, we’re able to calculate growth projections and calculations individually, in order to better define the objectives of an overall strategy. Bloom Consulting © Since 2003

[email protected] / +34 91 308 0286 (CET)

Page 03

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

2012

Understanding the Methodology The Ranking Variables

The Bloom Consulting Algorithm, was developed to create and calculate the ranking, taking into account both hard and soft data and includes groundbreaking processes to show the relationship between a country’s economic performance and the projections of the country’s brand strategy. The ranking is derived from four variables that take into account both hard and soft data. The ranking does not use any survey or interview based data, meaning that it provides the most objective, accurate results possible. Bloom Consulting Country Brand Ranking Algorithm variables

CBS Rating©

Bloom Consulting © Since 2003

Economic Growth

Historical Economic Performance

Bloom Consulting Country Brand Ranking ©

[email protected] / +34 91 308 0286 (CET)

Page 04

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

2012

Understanding the Methodology The Ranking Variables in more detail

Historical Economic Performance Strategies and economic returns do not have an immediate cause and effect relationship, therefore Bloom Consulting looks at the country’s long term (five years)* historical economic performance in international tourism receipts. This way, the Ranking reflects more consistent trends rather than the volatile changes that might occur in the recovering economic climate. Economic Growth The growth in international tourism receipts of each country is also an important indicator when measuring the country’s economic performance, therefore Bloom Consulting computes the compound annual growth rate for the economic tourism performance. This way, it is possible to garner 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 country’s branding strategy. The CBS Rating © takes into account the uniqueness of each country’s current brand strategy (Brand Tags) and the accuracy of the Online Search Demand. A brand strategy that is more unique and more aligned with tourist searches will receive a better Rating.

*

UNWTO covering the years 2006-2010.

Bloom Consulting © Since 2003

[email protected] / +34 91 308 0286 (CET)

Page 05

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

2012

Measuring Country Brand Strategy Accuracy The CBS Rating ©

CBS Rating © is calculated using brand strategy economic performance analysis and analysis of Online Search Demand. The country brand strategy is measured through brand tags, the key words that reflect the brand strategy of each country. For the first time in any country or nation brand ranking, Bloom’s Online Search Demand (OSD) is able to show if a country supplies what tourists 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 brand tags were collected from each country’s official tourism agency and then classified into 38 different clusters that relate to adventure sports and activities, natural features, beaches, local culture and traditions, or gastronomy. Each cluster is assigned an economic value in order to rate the relative returns gained from each brand tag. Domestic and international tourist searches for the brand tags and related words were then analyzed, country by country, in the most used search engines, to show the country’s accuracy match and quantify Online Search Demand. By considering the OSD, Bloom Consulting is able to show if a country offers what tourists are seeking, and how well the country is matching this demand. This identifies the gap between supply and demand. The more accurate a country is, the better the CBS Rating ©. Just as international rating agencies rank countries’ credit risk, Bloom Consulting uses the CBS Rating © Classification System

Score

Description

AAA AA A BBB BB B CCC CC C D

Very Strong Strong Slightly Strong Very Good Good Slightly Good Slightly Weak Weak Very Weak Poor

Bloom Consulting © Since 2003

[email protected] / +34 91 308 0286 (CET)

Page 06

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

2012

Bloom Consulting Country Brand Ranking © 2012 TOURISM EDITION - WORLD Ranking

Rank

CBS Rating ©

1.

United States of America

2.

Spain

AAA

3.

France

AA

4.

China

A

5.

Turkey

AAA

6.

Thailand

AAA

7.

Germany

BBB

8.

Macao

AAA

9.

United Kingdom

BBB

10.

Australia

BBB

AA

Due 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

[email protected] / +34 91 308 0286 (CET)

Page 07

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

Rank

2012

CBS Rating ©

11.

Austria

AA

12.

Italy

BB

13.

Hong Kong

A

14.

Malaysia

A

15.

Netherlands

BBB

16.

Mexico

AAA

17.

Switzerland

18.

Canada

BBB

19.

Croatia

AAA

20.

Russian Federation

A

21.

Portugal

A

22.

Singapore

A

23.

India

A

24.

Greece

BBB

25.

Republic of Korea

BBB

26.

Belgium

A

27.

Morocco

AAA

28.

Japan

29.

United Arab Emirates

30.

Sweden

BB

31.

Egypt

BB

32.

Ireland

A

33.

South Africa

34.

Poland

35.

Hungary

Bloom Consulting © Since 2003

A

BB AAA

BBB BB AAA

[email protected] / +34 91 308 0286 (CET)

Page 08

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

Rank

2012

CBS Rating ©

36.

Czech Republic

A

37.

Indonesia

B

38.

Saudi Arabia

CCC

39.

Finland

AAA

40.

Argentina

AA

41.

Lebanon

CCC

42.

Denmark

A

43.

Norway

AA

44.

New Zealand

A

45.

Philippines

AAA

46.

Slovenia

AAA

47.

Brazil

48.

Slovakia

AAA

49.

Dominican Republic

BBB

50.

Ukraine

51.

Israel

CCC

52.

Peru

A

53.

Bulgaria

BB

54.

Chile

A

55.

Malta

AAA

56.

Estonia

AAA

57.

Cyprus

A

58.

Luxembourg

59.

Romania

60.

Jordan

Bloom Consulting © Since 2003

B

B

CCC A CCC

[email protected] / +34 91 308 0286 (CET)

Page 09

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

Rank

2012

CBS Rating ©

61.

Kenya

AAA

62.

Lithuania

AAA

63.

Guatemala

A

64.

United Republic of Tanzania

A

65.

Ethiopia

A

66.

Viet Nam

CC

67.

Uruguay

BBB

68.

Mauritius

A

69.

Colombia

B

70.

Albania

71.

Iran

72.

Costa Rica

73.

Tunisia

CCC

74.

Panama

CCC

75.

Cambodia

BBB

76.

Sri Lanka

AAA

77.

Serbia

A

78.

Bahrain

B

79.

Bahamas

B

80.

Barbados

BB

81.

Maldives

AAA

82.

Cuba

CC

83.

Ecuador

AA

84.

Jamaica

CCC

85.

Kazakhstan

CCC

Bloom Consulting © Since 2003

BB B BB

[email protected] / +34 91 308 0286 (CET)

Page 10

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

Rank

2012

CBS Rating ©

86.

Iceland

AAA

87.

Latvia

BB

88.

Oman

C

89.

Pakistan

CC

90.

Venezuela

BB

91.

Bosnia and Herzegovina

BB

92.

Uganda

A

93.

Georgia

A

94.

Nepal

AAA

95.

Ghana

CCC

96.

El Salvador

97.

Fiji

98.

Botswana

AAA

99.

Belarus

BBB

100.

Namibia

AA

101.

Armenia

AAA

102.

Montenegro

CCC

103.

Nigeria

CCC

104.

Honduras

105.

Trinidad and Tobago

B

106.

Zimbabwe

B

107.

Kuwait

108.

Mongolia

AA

109.

Seychelles

A

110.

Saint Lucia

A

Bloom Consulting © Since 2003

B BB

BB

CCC

[email protected] / +34 91 308 0286 (CET)

Page 11

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

Rank

2012

CBS Rating ©

111.

Kyrgyzstan

CCC

112.

Azerbaijan

CC

113.

Senegal

114.

Belize

BBB

115.

Macedonia

BBB

116.

Yemen

C

117.

Angola

C

118.

Rwanda

BB

119.

Antigua and Barbuda

120.

Madagascar

CCC

121.

Algeria

CCC

122.

Republic of Moldova

123.

Lao’s People Democratic Republic

124.

Brunei Darussalam

B

125.

Saint Kits and Nevis

AA

126.

Zambia

127.

Mozambique

128.

Bolivia

129.

Nicaragua

130.

Grenada

131.

Cape Verde

C

132.

Sudan

B

133.

Samoa

B

134.

Guyana

BBB

135.

Cameroon

Bloom Consulting © Since 2003

C

B

B CC

BBB B CCC CC BBB

CC

[email protected] / +34 91 308 0286 (CET)

Page 12

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

Rank

2012

CBS Rating ©

136.

Paraguay

137.

Solomon Islands

138.

Dominica

BB

139.

Myanmar

B

140.

Togo

141.

Suriname

142.

Burkina Faso

CCC

143.

Lesotho

BBB

144.

Bhutan

B

145.

Gambia

B

146.

Côte d’Ivoire

D

147.

Saint Vincent and the Grenadines

148.

Bangladesh

C

149.

Timor-Leste

B

150.

Sierra Leone

B

151.

Comoros

CCC

152.

Tajikistan

CCC

153.

Swaziland

CC

154.

Federated States of Micronesia

D

155.

São Tomé and Principe

A

156.

Djibouti

157.

Tonga

158.

Kiribati

159.

Papua New Guinea

160.

Burundi

161.

Marshall Islands

Bloom Consulting © Since 2003

D BBB

CCC B

CC

CCC D BBB B CC D [email protected] / +34 91 308 0286 (CET)

Page 13

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

2012

Bloom Consulting Country Brand Ranking © Comments

The United States continued its number one reign in the 2012 Bloom Consulting Country Brand Ranking © Tourism. The AA Rating indicates that the US’ tourism brand is very accurate when considering tourism demand, and has a strong positive impact on its tourism industry. Although the US saw a decline in tourism receipts from the previous year, the strong overall performance and excellent CBS Rating © ensured their continued supremacy.

The remaining top countries include other strong economic performers such as several powerhouse European countries, the upcoming BRIC countries and Asian economic hubs. Asia in particular performed extremely well in the 2012 Ranking. Eight Asian countries finished in the top 25, with China as number four. Aided by both strong tourism receipts and CBS Ratings ©, Thailand (6) and Malaysia (14) significantly improved from last year. For the first time, Macao was evaluated as an individual country and finished with a bang at number eight. A notable absence was Japan. With a BB rating that could not counteract the residual effects of the tsunami, Japan suffered a three spot drop to number twenty-eight.

Bloom Consulting © Since 2003

[email protected] / +34 91 308 0286 (CET)

Page 14

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

2012

Bloom Consulting Country Brand Ranking © Comments, Continued

Though European countries, especially Germany, the UK and Italy, have slipped in the Ranking since last year, twelve European countries remained in the top 25. The continued prominence despite decreased tourism receipts indicates that strong CBS © Ratings can help weather the lingering 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 filled with noticeable improvements from last year. Morocco (27) and United Arab Emirates (29) led the way with a respective 3 and amazing 16 jump up in the ranking powered by AAA ratings. Decreased tourism opportunities were visible in several performances. Egypt (31) noticeably suffered from the downturn in the industry, while Saudi Arabia also dropped. Notably, the study established several African countries making slow but steady improvements, with Kenya, Tanzania and Ethiopia as countries to watch. This indicates both shifting tourist interests and the general economic potential for the continent.

Bloom Consulting © Since 2003

[email protected] / +34 91 308 0286 (CET)

Page 15

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

2012

Classification, References and Sources Additional information about the study

Bloom Consulting divided the world into eleven geographic sectors and the four economic development stages in order to maintain the singularity of the region and compare countries in a regional context. Bloom Consulting Geographic Regions 1. Central and Southern Asia 2. Europe 3. Northern Africa 4. Oceania 5. Central and Middle Africa 6. Central America and Caribbean 7. South America 8. Middle East 9. Western and Southern Africa 10. Northern America 11. Eastern and South-Eastern Asia The four World Bank Income levels 12. Low Income 13. Lower Middle Income 14. Upper Middle Income 15. 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/en The United Nations http://www.un.org/en/

Bloom Consulting © Since 2003

[email protected] / +34 91 308 0286 (CET)

Page 16

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

2012

Bloom Consulting Country Brand Ranking© FAQs

1) Who is this Ranking meant for? Bloom Consulting Country Brand Ranking © is for anyone interested in place branding from every perspective, whether you’re 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 country’s brand strategy in economic terms and, above all, to answer the ever relevant question of how countries can become more attractive. 3) How does Bloom Consulting’s Ranking differ from other rankings? Bloom Consulting’s Ranking uses variables and methodology to generate a ranking far ahead of the field in terms of objectivity and innovation. Not only does Bloom Consulting base its research 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 country brand strategies, the newest Ranking raises the bar by giving a pioneering view of the global tourism 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 the country has to offer (in the eyes of tourist-demand). Even though its economic performance might still be strong, the tourism strategy is not taking advantage of the country’s unique selling propositions.

Bloom Consulting © Since 2003

[email protected] / +34 91 308 0286 (CET)

Page 17

Country Brand Ranking ©

Development of Countries Human Asset Management Business Strategy

Tourism Edition

2012

Bloom Consulting About

Bloom Consulting is a strategy consulting firm specialized in country branding. José Filipe Torres founded Bloom Consulting in 2003 and is a regular spokesperson at conferences 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 São Paulo, Mumbai, Lisbon, Madrid (headquarters) and Los Angeles, as well as research centres in Tokyo and London. Bloom Consulting works closely with presidents, monarchs, ministers and institutions in order to define their strategy, establish their vision, and implement it. Bloom’s 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 Talent strategies into three different Country Branding Strategies. One fundamental point of all of Bloom Consulting’s projects is the CAMPRO methodology ©. This methodology is a combination of academic and professional knowledge under Bloom Consulting’s management and control, key to obtaining the most accurate recommendations and insights for all clients. Moreover Bloom Consulting has published the: Bloom Consulting US State Brand Ranking © 2012 and is currently developing the: Bloom Consulting India State Brand Ranking © 2013 Additional Information While this report provides a general overview, the information presented here is but a glimpse of the findings we have at your disposal. Please do not hesitate to contact us if you would like a personalized and detailed version of the Bloom Consulting Country Branding Ranking © Report for your country, region or city. For more information, please visit: www.bloom-consulting.com/en/country-brands-ranking Bloom Consulting © Since 2003

[email protected] / +34 91 308 0286 (CET)

Page 18