• Brandweek, Monday, November 14, 2005 11:15 AM

When it comes to being a brand, the good old US of A doesn't even stack up to Avis. At least that venerable car rental agency can proudly state that it's a solid No. 2 (because, as everyone knows, it tries harder). But it seems America comes in a distant third in the ranks of countries as brands. The winners of this contest are Italy, No. 1, and Australia, No. 2, according to a new survey compiled by FutureBrand, a global brand consultancy. The study includes rankings, as well as emerging trends, travel motivations, challenges and opportunities within the world's second largest industry--travel and tourism. A copy of the survey can be found at www.futurebrand.com.

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