country brand awards
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.
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.
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.
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