Greece falls to ninth place in the top 10 list of desired country brands when it comes to travel, according to the recent release of Country Brand Index 2007: “Greece has great country assets, but needs to be steadier with its brand efforts.”
As opposed to the 2006 list, for the year 2007 Greece fell four places. The list also concludes that Greece’s competitiveness and benefits on a tourism and economic level are at a lower position in the respective classes.
In terms of ranking in the 22 individual categories, Greece is present in only two top 10 categories: History and Art & Culture and left out of top 10 categories such as Beaches, Natural Beauty, Security, Nightlife, Environment, Shopping, Friendly Locals, Conferences, etc.
Furthermore, the Country Brand Index makes a brief but negative reference to Greece’s advertising campaigns: “Greece is a good example of a country brand that feels very advertising oriented. (But) the campaigns are different from year to year, with little apparent synergy or attempt to deepen any established equity. ‘Explore your senses’ is an interesting idea, but it seems superficial.”
The Country Brand Index 2007 now in its third year, is a comprehensive study of more than 2,600 frequent international travelers (between the ages of 21 and 65) conducted by FutureBrand, a leading brand consultancy.
Top 10 Country Brands
|The results of the above study were compared with expert opinions of more than 50 international travel industry professionals.|