PORTUGAL MAY be struggling economically against other European Union countries but it’s among the top nations when it comes to branding itself as a holiday destination.
A new study which classified 38 countries worldwide in terms of the value of their trademark, branding and marketing put Portugal in the top 20.
Portugal comes number 18 in the list according to the study carried out by Global Market Insight, which measures up countries according to their image abroad and their ability to create a positive branding and trade mark to the outside world.
Image
Creating a positive marketing image and brand is increasingly important for tourist destinations such as Portugal, not only to encourage holidaymakers but also to attract business people to Lisbon’s hotel conference halls and the city’s conference and exhibition centres.
One of the factors in Portugal’s favour, apart from the obvious sand, sea and sun, is the perception that Portugal is a safe country with excellent security compared to other countries, such as Spain or Turkey, where terrorism is an issue.
Then there is the excellent exposure Portugal has gained in the past decade thanks to the Expo 98, the 2004 UEFA Euro Cup football championships, Rock-in-Rio, the Seven New Wonders of the World and other international events.
The research was carried out for Global Market Insight by Anholt Nation Brands Index and by its owner, and well known destinations and travel writer, Simon Anhholt.
To work out the ranking, the company counted on the cooperation of more than 25,000 consumers in 35 countries, examining six main aspects: tourism, exports, investment, immigration, culture and human capital.
Top 10
At the top of the list was the United Kingdom, followed by Germany, and then Canada. In the Top 10 were: France, Switzerland, Australia, Sweden, Italy, Japan and the United States which was in tenth position.
Surging in front of Portugal were other European Union countries such as Spain (12th position), Holland in 11th position, Denmark in 13th position, Norway (14), Ireland (16) and Belgium (17).
Trailing behind Portugal were Iceland, Brazil, Russia and China as well as some of the newer members of the European Union including the Czech Republic, Hungary, Poland and Estonia.
At the bottom of the list were Iran, Indonesia and Israel.
Do you have a view on this story? Email: editor@portugalresident.com
