Thursday, February 19, 2009
Thailand does poorly in 'brand perception' survey
Thailand does poorly in a "Nation Brand Perception" survey. While Singapore comes out as No 1, Thailand is ranked 195th out of 200 nations and territories covered in the survey.
The report has been released by the East West Nation Brand Perception Index based on analysing millions of mentions of countries in hundreds of thousands of news articles, every quarter. For the first indexes (quarter 2 of 2008), 38 prominent global media sources were surveyed between April 1, 2008 and June 30, 2008.
This collection contained almost 5 million references to the 242 countries or regions identified for the study.
Of these references, which were grammatically connected to the countries in question, almost 1.5 million were defined as positive while 1.7 million were defined as negative.
The Nation Branding Index (NBI) score relies both on the overall quality of the media and the prominence of the country, determined by the number of country references or mentions. NBI scores are distributed around a mean 50 with a standard deviation of 10. For the second quarter of 2008, the scores ranged from 17.2569 to 91.3769.
The purpose of this study is to enable countries to address their branding and communications problems -- and to identify their strengths and weakness.
The top ten "best brands" of the survey: Singapore, Qatar, United Arab Emirates, Denmark, Ireland, Finland, Algeria, Peru, Poland and New Zealand.