Why Britain's reputation abroad matters

Chris Powell

Chris Powell criticises the UK for not being better at projecting a positive image of 'brand Britain' abroad.

Why Britain's Reputation Abroad Matters

Chris PowellBMP DDB

Abroad there are at least two Britains. In the developing world (particularly outside the Commonwealth), impressions of the UK are subsumed within a view of the West, and thus the USA. Elsewhere, there is, to varying degrees, a perception of Britain in its own right.

Britain tarred with US brush

As part of the West and the closest ally of the US, Britain is bundled in with perceptions of America and its behaviour towards weaker countries. What seems to us in the 'developed' world to be a benign process of globalisation,...

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