MOZAMBIQUE has been named one of four countries that are currently "in vogue" in the latest annual rankings of country brands released at the opening of World Travel Market in London yesterday.
Conducted by 500 staff working for Future Brand, the survey categorises Mozambique with Dubai, Montenegro and Bulgaria as in vogue, while the US, Jamaica, Greece and Turkey are seen to be declining brands.
No African country appears in the top 10 brands overall of the 54 countries surveyed but South Africa scores well in four of the 24 categories measured.
South Africa came third in authenticity (up from four last year) behnd New Zealand and China, fourth in outdoor activities (up from eigth), fifth in natural beauty and fifth as a "rising star" (down from fourth).
The only other sub-Saharan country to be rated was Kenya which came seventh in authenticity and tenth in natural beauty.
The top ten country brands for 2007 were:
1. Australia
2. USA
3. UK
4. France
5. Italy
6. Canada
7. Spain
8. New Zealand
9. Greece
10. Japan
A key point taken from the conference was how advertising is only the front line of destination marketing. Out of eight ways someone initially becomes interested in a country, family and friends make up the highest percentage of influencers at 35% with the second way being the internet at 18% but that the web was growing swiftly in importance.
Australia which came out at the top of the Brand Rankings seems to be the best at speaking with one voice. Tourist boards around the world focus on selling key attractions to the public and travel agents alike but their involvement seems to stop there.
Rina Plapler from FutureBrand warns against changing brands and messaging every year. It takes a long time for a brand to solidify with people. Without consistency and 'one voice' over time as well touch points, the brand cannot solidify.
Craig Marsh
