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Countries as brands

Fourth place for Italy in the top ten of the Country Brand Index 2008, the international study on the image of over forty nations conducted by FutureBrand, the international branding strategy network, and Weber Shandwick, the Italian multinational in the PR sector. For the third consecutive year Australia proved to be the best organized country-brand, capable of communicating its uniqueness as a destination for a variegated trip. The United States moved back one step in the rankings: this year second place, in fact, went to Canada, while behind Italy, the leader in Europe, come Switzerland, France, New Zealand, England, Japan and Sweden. CBI 2008 confirms the status of China, the Arab Emirates and Croatia as rising stars. http://www.countrybrandindex.com.