EXCHANGE ZONE EXCHANGE ZONE

6
POSITIONING A COUNTRY
Although many countries have a unique set of associations (DNA –
see appendix) that define their core image and standing in the
world, common themes do emerge.
While some countries are more known for the sociability of their
people, others are known for their industries.
By conducting a “cluster analysis” on the perceptions of over 100
separate countries measured on the BrandAsset ® Valuator we can
reveal the main ways that country brands have become positioned
in the minds of consumers.
The analysis found that nine distinct country brand types
(positionings) can be identified across the world.
It is important to understand how these clusters are perceived
before one can plan how best to strategically position a given
country; especially if the country needs to differentiate itself
from competing tourist or investment destinations.