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

Simon Anholt

Journal of Advertising Research, 2006, vol. 45, issue 03, pages 296-304

Abstract: This article uses the Anholt Nation Brands Index to measure the power and appeal of America s brand image by surveying 10,000 consumers in 10 countries on their perceptions of America s 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 America s global brand image are presented.

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