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Brunei Comes 11th In Asia's Brand Ranking
By Azlan Othman

Bandar Seri Begawan - Brunei is ranked 11th out of 27 countries regionally, based on how the sultanate is perceived in leading international media. Globally, Brunei comes in 81st.

This is according to the global survey of 200 countries conducted by Washington-based East West Communications, a company that helps countries improve the way they are viewed in the world.

Singapore, Hong Kong and Malaysia were in the top three regionally and globally. The bottoms three were Sudan, Iraq and Afghanistan.

Regionally, the top 10 countries include Taiwan, Macau, Japan, South Korea, Mongolia, Bhutan and Maldives.

In its press statement, it stated the East West Nation Branding Global Index 200 include 192 members of the United Nations, and eight major non-member and territories such as Hong Kong (in third).

The index is produced by analysing mentions of countries in leading media around the world used text analysis system developed by Ohio's

Perception Metrics, which comprises a dictionary of 16,000 words and phrases-to determine positive and negative messages in any given text, based on grammatical connections, not just word proximity.

Five millions mentions in 38 leading publications and other news sources in the United States and around the world were included in the analysis for this second quarter index.

Thomas Cromwell, president of Washington-based East West Communications, said that this first index will be followed by quarterly and annual updates. He pointed out that a quarterly index reflects major developments in countries, good and bad.

He added, "The index and the technology that produced it represent a powerful tool for the first time enables countries to analyse scientifically how they are viewed in world media, including the competitiveness of specific sectors like tourism and investment.

"East West will use this technology to produce specialized reports for countries that details the strengths and weakness of their brand, and compared them to other countries."

Explaining the importance of nation branding, Cromwell said, "Every country is a brand that needs managing. International prestige, investment, exports and tourism are all closely tied to perceptions of your brand. Using our reports, governments can address their branding and messaging weaknesses, and build on their strengths." -- Courtesy of Borneo Bulletin

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