RP brand loses value

By Jessica Anne D. Hermosa, BusinessWorld

Posted at Nov 13 2010 07:24 PM | Updated as of Nov 14 2010 11:01 PM

MANILA, Philippines - Negative news has pulled down the Philippines’ value as a brand, according to an advertising consultancy’s annual report released on Thursday.

The country ranked 65th out of 110 in Futurebrand’s 2010 Country Brand Index, down 29 places from last year.

"The Philippines has been beset by high-profile violent incidents this year that might have overshadowed the election of a new president pledging to reform a country troubled by perceptions of corruption," a statement released alongside the report read.

The score was based on an assessment of 26 "image attributes" including familiarity, preference, active decisions to visit and associations people make when they hear the country’s name.

The study involved 3,400 international business and leisure travellers from 14 countries and also used "in-depth expert focus group discussions".

Canada topped the list this year, replacing the United States which tumbled to 4th place.
Zimbabwe was at the bottom of the list.

The Philippines’ deterioration in the rankings put it at 4th out of six Southeast Asian countries on the list. Vietnam overtook the Philippines this year.

Singapore led the region at 15th place followed by Thailand and Vietnam. The Philippines bested only Indonesia and Laos among its neighbors.

Singapore was also singled out for being among the top ten country brands good for business while Thailand was cited among the top ten brands for tourism.

"Time will tell if the Philippines’ natural, historical and cultural assets, a relatively stable economy, and a new government will reverse this downward trend for the brand," Futurebrand said.

It went on to note that the leading country brands were those with thriving media industries and a free press.

Aside from Canada, the other top ten country brands were Australia, New Zealand, United States, Switzerland, Japan, France, Finland, United Kingdom and Sweden.

The global economic crisis, it added, played a factor with the likes of the United States and United Kingdom falling down in the rankings after both suffered "conspicuously".