Luxembourg has dropped out of the European TOP 10 for the first time in Bloom Consulting’s Country Brand Ranking © 2014-2015 Trade Edition.
The Grand Duchy now occupies 13th position within the region and 34th place on a global scale; Luxembourg’s main competitors are Ireland, Poland and Norway. The United Kingdom, France and the Russian Federation lead the European rankings (and are 3rd, 6th and 11th respectively in the world rankings) with the USA and China occupying the top two places.
Given the significance of online presence in the success of a Country Brand, Bloom Consulting analysed investment-related search data across multiple brand tags using an exclusive Digital Demand – D2 tool ©. The most searched brandtags in Luxembourg were “Labour Policies”, “Private Taxation” and “Corporate Tax Policies”.
According to Bloom Consulting, "A Country, Region, or City Brand is an asset that must be managed by a distinct and varied set of methodologies in order to achieve its desired objectives. Bloom Consulting defines five different Country, Region, and City (CRC) Branding objectives or dimensions: Increase of Exports; Attraction of Investment; Attraction of Tourism; Attraction of Talent; Increase national Prominence. Each of these five objectives and dimensions has a specific target audience with distinct needs. The Investment target audience, for example, is international investors, whose main aim is to seek an advantage when looking for a location to invest. Bloom Consulting’s methodology therefore focuses on isolating each objective or dimension in order to to develop unique and tailored strategies for all five dimensions. It is possible to have one umbrella strategy for all dimensions, which makes more sense in theory. However, when putting this strategy into practice, most of the time it faces serious challenges, since each targeted audience is different and each stakeholder managing the brand domestically has a different agenda. It is important to remember that the brand is not the logo; a Country, Region or City Brand can have the same logo for all five dimensions, or no logo at all."
