RT Journal Article
SR Electronic
T1 Anholt Nation Brands Index: How Does the World See America?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 296
OP 304
DO 10.1017/S0021849905050336
VO 45
IS 3
A1 Anholt, Simon
YR 2005
UL http://www.journalofadvertisingresearch.com/content/45/3/296.abstract
AB 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.