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