How the future leader can repair the image of ‘Brand America’
The 19th edition of the Anholt Nation Brands Index® (NBI) has just been released, measuring the ‘brand images’ of countries since 2005.
Each year, around 40,000 people in 20 nations are interviewed to track their perceptions of 50 other countries.
Several governments use the NBI to understand how their country, population, products, culture, tourism, policies, and investment potential are viewed globally.
Nation brands, like product brands, play a crucial role in driving growth and profit. Leaders today must also be brand managers, not just policymakers.
The United States held the world’s most admired nation title for several years, but Japan has been in the top spot since last year. The US currently ranks between seventh and tenth place.
A positive national image is influenced by factors such as how a country is governed, its landscape, products, culture, economy, and global influence.
People admire countries that contribute to the world’s well-being, beyond their own borders. Nordic countries are traditionally seen as leaders in this area.
Countries like South Korea, Chile, the United Arab Emirates, Japan, and Saudi Arabia have seen significant rise in scores due to their positive global contributions.
There are five main drivers of a positive national image:
- Population size, territory, economic or military power (‘hard power’)
- Relevance
- Advanced technology
- Beauty
- Positive global contribution
Of these, the perception of a positive global contribution is the most influential. People want countries to thrive without harming others.
It is essential for the US to balance domestic and international interests, as it has historically excelled at doing so. Doing good for other countries can also benefit the US.
America’s success lies in balancing self-interest with global contribution. This is a message that the US should prioritize moving forward.
