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ABOUT the awards

A strict selection process guides the Country Brand Awards and a weighted voting system, in which countries are assessed on three criteria included in an independent study on how a Country Brand is built.

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the shortlist

40 countries have been shortlisted on the capacity to promote tourism, as well as to attract talent and boost exports and foreign investment, which are key elements in the construction of a country brand. Other factors, such as governance or the management of the pandemic caused by COVID-19 have had a high impact on the reputation of these countries.

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WHAT IS

A COUNTRY BRAND

The construction of a Country Brand is based on the three following axes:

 

GENERATION

The capacity to generate an economic brand that includes the attraction of investments, the promotion of exports and the attraction of talent.

CONSTRUCTION

The construction of the tourism brand, conditioned by the capacity to attract tourists and generate economic movement.

 

The influence of emblematic companies and brands, their inhabitants, their culture and the influence of political and legal considerations are key.

management

2020 has marked the emergence of a new axis of brand construction or deterioration: the management of the COVID-19 crisis.

It is the era of Soft Values.

 

JURy chairman

This jury is made up of professionals from the world of communication and is chaired by Country Branding expert Didier Lagae, author of the book "Country Brand, a Branded Country" and founder and CEO of MARCO.

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jury MEMBERS

Gemma Barón, Academic Director of Marketing at the University of Nebrija

John Harrington, Editor of PRWeek UK

Arvind Hickman, News Editor of PRWeek UK

Paul Holmes, Chairman of Provoke, Holmes Report and the SABRE Awards

Miguel López Quesada, Chairman of Dircom

Fathallah Sijilmassi, Ambassador of Morocco, former Secretary General of the Moroccan Investment Development Agency (AMDIE) and former Secretary General of the Union for the Mediterranean (UfM)

 

Rodrigo Villamizar-Alvargonzález, Ambassador and former Minister of Energy of Colombia

DOING TOURISM CATEGORY

Recognition in the category of tourism promotion is granted as a result of an exhaustive analysis of the best tourism promotion campaigns of the last three years, and how the current health crisis has been managed on the ground.

 

The jury's assessment was carried out during September and October, taking into account the tourism promotion campaigns of the last three years and the country’s health management of COVID-19 during the first wave.

worldwidewinners

GOLDEN WINNER

Dubai

SILVER WINNER

australia

 

BRONZE WINNER

portugal

 

 

EUROPE

GOLDEN WINNER

PORTUGAL

SILVER WINNER

FRANCE

BRONZE WINNER

ITALY

ASIA, MIDDLE EAST & OCEANIA

GOLDEN WINNER

DUBAI

SILVER WINNER

AUSTRALIA

BRONZE WINNER

NEW ZEALAND

AFRICA

GOLDEN WINNER

KENYA

SILVER WINNER

MOROCCO

BRONZE WINNER

EGYPT

THE AMERICAS

GOLDEN WINNER

CANADA

SILVER WINNER

COLOMBIA

BRONZE WINNER

ARGENTINA
& CHILE

DOING BUSINESS CATEGORY

Economic brand recognition focuses on the capacity of countries to attract Foreign Direct Investment, talent and the promotion of their exports.

worldwidewinners

GOLDEN WINNER

south korea

SILVER WINNER

singapore

 

BRONZE WINNER

japan

 

EUROPE

GOLDEN WINNER

germany

SILVER WINNER

FRANCE

BRONZE WINNER

sweden

ASIA, MIDDLE EAST & OCEANIA

GOLDEN WINNER

south korea

SILVER WINNER

singapore

BRONZE WINNER

japan

AFRICA

GOLDEN WINNER

morocco

& south africa

SILVER WINNER

kenya

BRONZE WINNER

senegal

THE AMERICAS

GOLDEN WINNER

CANADA

SILVER WINNER

united states

BRONZE WINNER

colombia

OVERALL CATEGORY

Although the capacity of countries to generate economic and tourist brands are basic components in the construction of the Country Brand, the management of the pandemic has been established as a key new axis for the international image cultivated by states.

 

Thus, key elements such as health safety and the capacity to respond to this new paradigm have come into play.

worldwidewinners

GOLDEN WINNER

NEW ZEALAND

SILVER WINNER

SINGAPORE

 

BRONZE WINNER

SOUTH KOREA

 

EUROPE

GOLDEN WINNER

germany

SILVER WINNER

portugal

BRONZE WINNER

finland

ASIA, MIDDLE EAST & OCEANIA

GOLDEN WINNER

new zealand

SILVER WINNER

singapore

BRONZE WINNER

south korea

AFRICA

GOLDEN WINNER

morocco

SILVER WINNER

south africa

BRONZE WINNER

egypt

THE AMERICAS

GOLDEN WINNER

CANADA

SILVER WINNER

colombia

BRONZE WINNER

chile

 
Contact

2020 Country Brand Awards