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

Simon Anholt

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.

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

Simon AnholtAuthor and Goverment Advisor

INTRODUCTION

America Has Been, for at least a century, the most powerful brand on the planet. No other person, place, or thing has managed to achieve a positive reputation as wide, deep, lasting, and powerful. But the last few years have seen a decline in the passion, consistency, vigor, and inventiveness with which that reputation has been managed.

People don't know what to think about America any more, and it's becoming clear that the criteria that America uses to judge its success are not...

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