- Holds #4 Spot for Friendly Locals, #3 for Value for Money and #5 for Nightlife –
Given the genuinely warm and hospitable nature of its people as reflected in its reputation as the “Land of Smiles”, it is not surprising that Thailand is ranked #4 in the Friendly Locals category of the latest Country Brand Index (CBI). Adding to this commendable standing is Thailand’s position in #3 of the Value for Money category and #5 of the Nightlife category. These three pillars stand out among Thailand’s strengths, as recognized by the approximately 3,000 international business and leisure travelers from nine countries who were covered in the comprehensive study. The CBI examines how countries are branded and ranked, and identifies emerging global trends in the world’s fastest-growing economic sector – travel and tourism – which accounted for US$944 billion in international tourism receipts in 2008. In the case of Thailand, this sector makes up 6.7% of its economy and 7% of its workforce.
In the overall Top Country Brand rankings, Japan represents Asia by holding the #7 title.
2009 CBI Top Country Brands
This year’s index, conducted by FutureBrand, a leading global brand consultancy, in conjunction with public relations firm Weber Shandwick’s Global Travel & Lifestyle Practice, includes rankings and trends, themes in nation building and marketing issues, as well as more in-depth analysis of the strengths and weaknesses of the Top 10 country brands and a look at the “Next 10,” those top country brands ranking 11-20. Additionally, research was expanded to cover 102 country brands, which allowed a breakdown of regional rankings to be included. Other new topics include: the political and economic sides of country branding; discrepancies between perception and reality of a country brand; and “A New Focus on Value,” which speaks to one of the chief motivators in travel and tourism this year, (visit www.futurebrand.com/cbi for complete results).
“This is the fifth year we have been able to continue to innovate around country brand thinking, methodology and findings. This category remains one with tremendous potential not only for tourism but investment, trade and policy. Even with the global economic circumstances facing many nations, the need to maximize opportunity and present a cohesive identity is critical,” said Rina Plapler, senior executive director, FutureBrand.
"The days of countries marketing themselves with travel posters are over. Wise governments harness, propel and amplify their country as a brand, given it also encompasses culture, exports retail, real estate and of course tax revenue. The popular phrase says ‘tourism is too big to fail,’ but if no one is paying attention or if it is undervalued or taken for granted, the competition will benefit,” said Rene A. Mack, president, Weber Shandwick Travel & Lifestyle Practice. “The United States fared extremely well this year in part due to the change in administrations.”
This year’s CBI also touches on a variety of topics relevant to travelers and tourism professionals including: how small nations can compete with much larger countries; the different ways destinations can communicate value; and the year’s best and worst country brand marketing. Other notable topics focus on the use of social media in country branding and how icons, national companies and sports drive the development of country brand image.
The following are highlights from this year’s Country Brand Index, listing the top five countries in rank order for each category:
2009 Country Brand Index Ranking Highlights
The 2009 Country Brand Index reports a number of emerging trends in travel and tourism that include:
Value-Oriented Mindset – The global economic downturn has led consumers to think about travel from a financial standpoint and make decisions accordingly. The concept of value, as defined by more for less, continues to flourish in this environment. Whatever type of vacation travelers are able to afford, whether this be basic or luxury accommodations, consumers expect a bargain. Consumers are thinking like financial analysts in choosing destinations and properties that are undervalued and booking trips that allow them to maintain the style they were accustomed to in boom times.
Attitudes Towards Travel Planning – With the plethora of last-minute travel bargains and new internet tools allowing for instant bargain bookings, there is a growing divide between those favoring impromptu trips and others prone to careful organization and advanced planning to account for more meaningful and structured travel experiences. This being true, the study also finds that even in the downturn, must-do travel—whether attending a milestone event like a wedding or taking an event-driven trip like attending the Super Bowl to support a local team—still persists. Additionally, semi-permanent and open road trips are also aspects of the travel landscape that are expanding as technology permits passengers to plan on the go and hotels largely have vacancies and thus the ability to accommodate travelers at the last minute.
The Mystery of Authenticity – The importance of authenticity is well-known — but the differing attitudes toward and different definitions of the idea mean that there is some discrepancy on why some destinations are thriving and other travel experiences are reinventing the concept. Below are four trends emerging from this larger conversation:
Synthetic Destinations – Destinations conscious of “classic” places of the past—like Paris, Rome and London—are desperate for a piece of this tourism business and are subsequently planning and buying their ways onto the map by upgrading infrastructure and building attractions to build the number of foreign visitors and investors. Examples of new synthetic destinations include United Arab Emirates’ man-made islands and Qatar’s Museum of Islamic Arts.
Fauxthentic Travel – Travelers looking for authentic experiences yet would prefer not to put in the leg work and expense are turning to “faux authentic” hotels and tours for a simulated experience replicating the originals. Some travel to the Mayan Temple at Atlantis Paradise Island, Bahamas and take gondola rides at The Venetian Las Vegas to have “real” experiences from afar, while others pretend to rough it in luxury “tents” at places like the Molori Safari Lodge in South Africa while guides give them a real taste of the destination.
Tomorrow’s Hidden Jewels – For those constantly seeking out the next destination untouched by tourism, an authentic travel experience is an off-the-beaten path adventure. Destinations such as Croatia and Thailand used to top the list of uncharted spots, but the study predicts Azerbaijan, Ghana and the Balkans will be next to hit adventure seekers’ radars. Cradles of Civilization – Though many of the world’s most historic places are currently immersed in civil unrest, making them unsafe for most visitors, this study predicts an upsurge in visitors to these cradles of civilization as the zones become safer. Examples are the Fertile Crescent in Iraq, the Indus Valley in Pakistan and the ancient kingdoms of Mali and Songhai in modern-day Mali and Niger.
Rising Stars
CBI also identified the United Arab Emirates (UAE), China, and Vietnam, respectively, as the top three “rising stars” – those likely to become major tourist destinations in the next five years. Also making the list this year are Croatia, South Africa, and India.
Study Methodology
FutureBrand has developed a three-tiered system for examining and ranking country brands. The Country Brand Index incorporates global quantitative research, expert opinions, and relevant secondary sources for statistics that link brand equity to assets, growth and expansion. The result is a unique evaluation system that provides the basis of our rankings and insights about the complexities and dynamics of country brands. The 2009 survey tracks the perceptions of approximately 3,000 international business and leisure travelers from nine countries—the US, the UK, China, Australia, Japan, Brazil, UAE, Germany and Russia. Participants were screened to include frequent international travelers (who travel internationally more than once a year) between the ages of 21 and 65, with a balanced split between men and women. Respondent perceptions of 102 country brands were quantified through questions about behavior around destination selection; country associations across an array of 29 image attributes; and overall awareness, familiarity, past visits, intent to visit, and willingness to recommend destinations to others. Survey results were aggregated and weighted in proportion to regional volume of travel consumption. This was done in order to minimize potential bias around preferred locations from respondents from regions that may have been over-represented in the sample. Our 2009 expert panel consists of 47 travel, tourism and hospitality professionals who are not associated with one specific destination.
About Weber Shandwick
Weber Shandwick is a leading global public relations agency with offices in 77 markets around the world. The firm’s success is built on its deep commitment to client service, creativity, collaboration and harnessing the power of Advocates - engaging stakeholders in new and creative ways to build brands and reputation. Weber Shandwick provides strategy and execution across practices such as consumer marketing, healthcare, technology, public affairs, corporate/financial and crisis management. Its specialized services include digital/social media, advocacy advertising, market research, and corporate responsibility. Weber Shandwick was recognized as PRWeek’s 2009 Global Agency Report Card Gold Medal Winner, named Global Agency of the Year by The Holmes Report and Large PR Firm of the Year by PR News in 2008. The firm also won the United Nations Grand Award for Outstanding Achievement in Public Relations for a lifestyles educational campaign in India. Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For more information, visit http://www.webershandwick.com.
About FutureBrand
FutureBrand (www.futurebrand.com), part of the Interpublic Group of Companies, Inc. (NYSE: IPG – News), is a leading brand consultancy within IPG that commands a global presence spanning 24 major cities around the world. Partnering with the world’s leading companies, FutureBrand helps its clients to develop profitable brands both today and into the future. Offering a full range of services from consumer branding and corporate identity, to brand identity, brand management and beyond, FutureBrand works with clients to measure and increase brand value, define breakthrough brand strategies and create powerful brand experiences. Clients include ArcelorMittal, P&G, Microsoft, Dubai World, Intel, Barclays Premier, Nokia, Nestle, MasterCard, UPS and Unilever.
Sunday, November 22, 2009
Thursday, November 12, 2009
SALES OF AMULETS ARE THRIVING
Sales of Jatukarm Ramathep amulets are thriving in Nakhon Si Thammarat's Muang district, with many sellers earning more money than they ever dreamed of. Duangchanok Amornsak closed down her traditional dance school in August last year and began trading Jatukarm Ramathep talismans.
She admits to making a good profit as demand for the amulets _ which are priced from 199 to 150,000 baht _ has surged. She also sells T-shirts bearing the image of the talisman, and books and pictures.
''I used to get about 10,000 baht a month as a dance teacher. Now I earn from 100,000 to 200,000 baht a month from selling the amulets,'' she said.
Stalls selling the amulets are on almost every road in downtown Muang district. Although the amulets were introduced in the province 20 years ago, Ms Duangchanok believes their popularity jumped only recently, with the funeral of Pol Maj-Gen Khun Phantharak Rajadej, a well-respected local aristocrat.
Thousands of people flocked to the cremation of Khun Phantharak to obtain the amulets, which were distributed by his children as keepsakes.
Sales of the amulets have stimulated the local economy, putting an estimated 100 million baht into circulation.
Pailin Arunjit also quit her job to become a talisman vendor.
Ms Pailin said she invested 30,000 baht to open her business three months ago. Now she earns about 100,000 baht a month.
''I had never thought that I would have what I have today. My monthly salary as a department store worker was a few thousand baht,'' she said, adding that she is now able to pay off her debts.
Ms Duangchanok said she believed the talisman would sell well for the next two to three years before dying down, as was ''the law of nature''.
She personally believed in the magical powers of Jatukarm Ramathep and had various versions of the amulets in stock.
''I don't try to persuade anyone to believe me or to buy the talismans from me. There is no point in owning the amulet but not behaving well. Jatukarm Ramathep will only protect decent people, bringing them good luck,'' she said.
She admits to making a good profit as demand for the amulets _ which are priced from 199 to 150,000 baht _ has surged. She also sells T-shirts bearing the image of the talisman, and books and pictures.
''I used to get about 10,000 baht a month as a dance teacher. Now I earn from 100,000 to 200,000 baht a month from selling the amulets,'' she said.
Stalls selling the amulets are on almost every road in downtown Muang district. Although the amulets were introduced in the province 20 years ago, Ms Duangchanok believes their popularity jumped only recently, with the funeral of Pol Maj-Gen Khun Phantharak Rajadej, a well-respected local aristocrat.
Thousands of people flocked to the cremation of Khun Phantharak to obtain the amulets, which were distributed by his children as keepsakes.
Sales of the amulets have stimulated the local economy, putting an estimated 100 million baht into circulation.
Pailin Arunjit also quit her job to become a talisman vendor.
Ms Pailin said she invested 30,000 baht to open her business three months ago. Now she earns about 100,000 baht a month.
''I had never thought that I would have what I have today. My monthly salary as a department store worker was a few thousand baht,'' she said, adding that she is now able to pay off her debts.
Ms Duangchanok said she believed the talisman would sell well for the next two to three years before dying down, as was ''the law of nature''.
She personally believed in the magical powers of Jatukarm Ramathep and had various versions of the amulets in stock.
''I don't try to persuade anyone to believe me or to buy the talismans from me. There is no point in owning the amulet but not behaving well. Jatukarm Ramathep will only protect decent people, bringing them good luck,'' she said.
Magnificent seven
In the most important, most revered event since the invention of the brontosaurus trap,Microsoft shipped the most incredibly fabulous operating system ever made; the release of Windows 7 also spurred a new generation of personal computers of all sizes at prices well below last month's offers.The top reason Windows 7 does not suck: There is no registered website called Windows7Sucks.com
Kindle e-book reader maker Amazon.com and new Nook e-book reader vendor Barnes and Noble got it on; B&N got great reviews for the "Kindle killer"Nook, with dual screens and touch controls so you can "turn" pages, plays MP3s and allows many non-B&N book formats, although not the Kindle one;Amazon then killed the US version of its Kindle in favour of the international one, reduced its price to $260(8,700 baht), same as the Nook; it's not yet clear what you can get in Thailand with a Nook, but you sure can't (yet) get much, relatively speaking, with a Kindle;but here's the biggest difference so far,which Amazon.com has ignored: the Nook lets you lend e-books to any other Nook owner, just as if they were paper books; the borrowed books expire on the borrower's Nook in two weeks.
Phone maker Nokia of Finland announced it is suing iPhone maker Apple of America for being a copycat; lawyers said they figure Nokia can get at least one, probably two per cent (retail) for every iPhone sold by Steve "President for Life" Jobs and crew via the lawsuit,which sure beats working for it -$6 (200 baht) to $12(400 baht) on 30 million phones sold so far, works out to $400 million or 25 percent of the whole Apple empire profits during the last quarter;there were 10 patent thefts, the Finnish executives said, on everything from moving data to security and encryption.
Nokia of Finland announced that it is one month behind on shipping its new flagship N900 phone, the first to run on Linux software; delay of the $750(25,000 baht) phone had absolutely no part in making Nokia so short that it had to sue Apple, slap yourself for such a thought.
Tim Berners-Lee, who created the World Wide Web, said he had one regret:the double slash that follows the "http:"in standard web addresses; he estimated that 14.2 gazillion users have wasted 48.72 bazillion hours typing those two keystrokes, and he's sorry; of course there's no reason to ever type that, since your browser does it for you when you type "www.bangkokpost.com" but Tim needs to admit he made one error in his lifetime.
The International Telecommunication Union of the United Nations, which doesn't sell any phones or services, announced that there should be a mobile phone charger that will work with any phone; now who would ever have thought of that, without a UN body to wind up a major study on the subject?;the GSM Association estimates that 51,000 tonnes of chargers are made each year in order to keep companies able to have their own unique ones.
The Well, Doh Award of the Week was presented at arm's length to the United Nations Conference on Trade and Development; the group's deputy secretary-general Petko Draganov said that developing countries will miss some of the stuff available on the Internet if they don't install more broadband infrastructure; a report that used your tax baht to compile said that quite a few people use mobile phones but companies are more likely to invest in countries with excellent broadband connections; no one ever had thought of this before, right?
Sun Microsystems , as a result of the Oracle takeover, said it will allow 3,000 current workers never to bother coming to work again; Sun referred to the losses as "jobs," not people; now the fourth largest server maker in the world, Sun said it lost $2.2 billion in its last fiscal year; European regulators are holding up approval of the Oracle purchase in the hope of getting some money in exchange for not involving Oracle in court cases.
The multi-gazillionaire and very annoying investor Carl Icahn resigned from the board at Yahoo ; he spun it as a vote of confidence, saying current directors are taking the formerly threatened company seriously; Yahoo reported increased profits but smaller revenues in the third quarter.
The US House of Representatives voted to censure Vietnam for jailing bloggers; the non-binding resolution sponsored by southern California congresswoman Loretta Sanchez said the Internet is "a crucial tool for the citizens of Vietnam to be able to exercise their freedom of expression and association;"Hanoi has recently jailed at least nine activists for up to six years apiece for holding pro-democracy banners. Iran jailed blogger Hossein "Hoder" Derakshan for 10 months - in solitary confinement.
Kindle e-book reader maker Amazon.com and new Nook e-book reader vendor Barnes and Noble got it on; B&N got great reviews for the "Kindle killer"Nook, with dual screens and touch controls so you can "turn" pages, plays MP3s and allows many non-B&N book formats, although not the Kindle one;Amazon then killed the US version of its Kindle in favour of the international one, reduced its price to $260(8,700 baht), same as the Nook; it's not yet clear what you can get in Thailand with a Nook, but you sure can't (yet) get much, relatively speaking, with a Kindle;but here's the biggest difference so far,which Amazon.com has ignored: the Nook lets you lend e-books to any other Nook owner, just as if they were paper books; the borrowed books expire on the borrower's Nook in two weeks.
Phone maker Nokia of Finland announced it is suing iPhone maker Apple of America for being a copycat; lawyers said they figure Nokia can get at least one, probably two per cent (retail) for every iPhone sold by Steve "President for Life" Jobs and crew via the lawsuit,which sure beats working for it -$6 (200 baht) to $12(400 baht) on 30 million phones sold so far, works out to $400 million or 25 percent of the whole Apple empire profits during the last quarter;there were 10 patent thefts, the Finnish executives said, on everything from moving data to security and encryption.
Nokia of Finland announced that it is one month behind on shipping its new flagship N900 phone, the first to run on Linux software; delay of the $750(25,000 baht) phone had absolutely no part in making Nokia so short that it had to sue Apple, slap yourself for such a thought.
Tim Berners-Lee, who created the World Wide Web, said he had one regret:the double slash that follows the "http:"in standard web addresses; he estimated that 14.2 gazillion users have wasted 48.72 bazillion hours typing those two keystrokes, and he's sorry; of course there's no reason to ever type that, since your browser does it for you when you type "www.bangkokpost.com" but Tim needs to admit he made one error in his lifetime.
The International Telecommunication Union of the United Nations, which doesn't sell any phones or services, announced that there should be a mobile phone charger that will work with any phone; now who would ever have thought of that, without a UN body to wind up a major study on the subject?;the GSM Association estimates that 51,000 tonnes of chargers are made each year in order to keep companies able to have their own unique ones.
The Well, Doh Award of the Week was presented at arm's length to the United Nations Conference on Trade and Development; the group's deputy secretary-general Petko Draganov said that developing countries will miss some of the stuff available on the Internet if they don't install more broadband infrastructure; a report that used your tax baht to compile said that quite a few people use mobile phones but companies are more likely to invest in countries with excellent broadband connections; no one ever had thought of this before, right?
Sun Microsystems , as a result of the Oracle takeover, said it will allow 3,000 current workers never to bother coming to work again; Sun referred to the losses as "jobs," not people; now the fourth largest server maker in the world, Sun said it lost $2.2 billion in its last fiscal year; European regulators are holding up approval of the Oracle purchase in the hope of getting some money in exchange for not involving Oracle in court cases.
The multi-gazillionaire and very annoying investor Carl Icahn resigned from the board at Yahoo ; he spun it as a vote of confidence, saying current directors are taking the formerly threatened company seriously; Yahoo reported increased profits but smaller revenues in the third quarter.
The US House of Representatives voted to censure Vietnam for jailing bloggers; the non-binding resolution sponsored by southern California congresswoman Loretta Sanchez said the Internet is "a crucial tool for the citizens of Vietnam to be able to exercise their freedom of expression and association;"Hanoi has recently jailed at least nine activists for up to six years apiece for holding pro-democracy banners. Iran jailed blogger Hossein "Hoder" Derakshan for 10 months - in solitary confinement.
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