Canada earns top country brand rating

Tuesday, 15 November 2011 5:46 PM

Toronto is a popular tourist hotspot in Canada

Toronto is a popular tourist hotspot in Canada

FutureBrand has identified Canada as the world's strongest national brand for the second year in a row.

Every year, the brand and design consultancy carries out a study to document perceptions across more than 110 countries, measuring awareness, familiarity, preference and other considerations.

It uses five key dimensions to assess the strength of different nations, including quality of life, heritage, culture and tourism.

Canada took the top spot in the 2011-12 report by performing consistently in all categories, although it failed to achieve a leading score in any single section.

Welcoming the announcement, Maxime Bernier, Canada's minister of state for tourism, said the ranking is a testament to the country's enduring global appeal.

"We have a wealth of compelling experiences for travellers and our government is committed to sustaining this momentum by promoting Canada in innovative ways on the international stage," she added.

Europe was well represented in the FutureBrand list, with Switzerland named the second strongest national brand and Sweden, Finland, France and Italy all making it into the top ten.

New Zealand, Japan, Australia and the US also featured, although the UK fell out of the top ten for the first time, despite the positive publicity generated by events such as the royal wedding earlier this year.

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