Article2005

Anholt Nation Brands Index: How Does the World See America?

167 citations0/0 files storedJournal of Advertising Research

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European Cultural and National Identity Consumer Behavior in Brand Consumption and Identification Leadership, Human Resources, Global Affairs

Abstract

ABSTRACT This article uses the Anholt Nation Brands Index to measure the power and appeal of America9s brand image by surveying 10,000 consumers in 10 countries on their perceptions of America9s cultural, political, commercial and human assets, investment potential, and tourist appeal. The findings show that while U.S. exports, investment, immigration, tourism, and people rank relatively high among the other nations indexed, the global opinion of U.S. governance and culture and heritage are very low. Recommendations for improving America9s global brand image are presented.

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2004Brand America : the mother of all brands

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