Six Asia-Pacific nations among "best country" business brands: study=

Six Asia-Pacific nations among "best country" business brands: study=

Six Asia-Pacific nations have been ranked among the 10 "best country" brands for conventions and business, a study showed on Wednesday.

While the United States emerged tops in both categories, China was second for business and Australia second for conventions.

The study, published in The Business Time, was carried out by international brand consultancy FutureBrand and public relations firm Weber Shandwick.

China, ranked third for conventions, was followed by the U.K., Bahamas, United Arab Emirates, Japan, France, Singapore and Thailand.

"Countries have traditionally underperformed and underachieved as brands, despite enormous potential," Jean-Louis Dumeu, chairman and chief executive officer of FutureBrand, was quoted as saying in the newspaper.

He expressed hopes the study will encourage countries to "look at themselves in a whole new way".

Singapore was ranked seventh among the best country brands for business, higher than Japan, Australia and South Korea.

Following China was the U.K. in third place, trailed by Germany, United Arab Emirates and France.

The rankings were spread over eight categories. Thailand was in the top 10 for six including beaches, facilities for conventions and families, nightlife, most improved country and a "rising star".

"The challenge the industry faces is that it must move away from the traditional reactive and tactical marketing approaches and, instead, create and deliver an overall brand experience that drives sales and turns visitors into country-brand evangelists," said Rene Mack, president of Weber Shandwick's global travel practices.-- DPA