2 e 3 dicembre, a Firenze in Fortezza da Basso
Silvia Barbieri, Head of Strategy FutureBrand
CONTRY BRAND INDEX 2014/2015
Day TWO | Emirates Hall [VISIONI] | 12.10 - 13.00
What is a 'country brand' and why does it matter?
Not all countries are country brands
Of the 75 countries included in our survey, only 22 qualify as ‘country brands’ by our measures. By this, we mean that people have stronger than average perceptions of the country across our six dimensions relating to ‘status’ and ‘experience’.
Country brands have a competitive advantage
When people rate a country as a ‘brand’ they are also more likely to visit, recommend and do business with it than the other countries in the ranking.
The key drivers of a country brand
The key drivers of a ‘country brand’ include having a reputation for high quality products, a desire to visit or study in a country and perceptions of good infrastructure.
Come in tutti gli anni “pari”, FutureBrand presenta il proprio “Country Brand Index” e coglie l’occasione di BTO 2014 per condividerlo attraverso un keynote tenuto da Silvia Barbieri, Head of Strategy dell’agenzia di comunicazione.
E’ uno degli appuntamenti più attesi di BTO 2014: “Country Brand Index” è stato commentato da Monica Fabris e Roberta Milano.