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Brand Strength 11 (DIFFERENTIATION & RELEVANCE) ‘WELCOMING’, ‘STYLISH & INNOVATIVE’ AND ‘SUPERIOR QUALITY’ POSITIONINGS ARE GENERALLY THE STRONGEST TOP 25 COUNTRY BRANDS PER CLUSTER (PLOTTED FOR ILLUSTRATION) Source: BrandAsset ® Valuator (‘Classic’ Powergrid) Base: All Adults STYLISH & INNOVATIVE LEADING PERFORMANCE UNAPPROACHABLE SIMPLE & EASY GOING DOWN TO EARTH & SOCIAL Brand Stature (ESTEEM & KNOWLEDGE) WELCOMING SUPERIOR QUALITY SEDUCTIVE & AUTHENTIC TRUSTED CLASS The ‘Powergrid’ is a diagnostic tool in the BrandAsset® Valuator that can summarize the strength and development of a brand, as well as the associated level of consumer attraction. The strongest brands are in the top right hand quadrant (above the diagonal), while the weakest brands have low ‘Brand Strength.’
12 TRUSTED CLASS DIFFERENT NATIONALITIES CAN PERCEIVE THE SAME COUNTRY VERY DIFFERENTLY STYLISH & INNOVATIVE DOWN TO EARTH & SOCIAL SUPERIOR QUALITY LEADING PERFORMANCE UNAPPROACHABLE SIMPLE & EASYGOING WELCOMING SEDUCTIVE & AUTHENTIC Source: BrandAsset ® Valuator Base: All Adults ITALIAN PERCEPTIONS BRITISH PERCEPTIONS Spain Spain JAPANESE PERCEPTIONS Spain
Page 1 and 2: NATION BRANDING HOW COUNTRIES ARE P
Page 3 and 4: 2 WHY DOES IT MATTER? Understanding
Page 5 and 6: 4 CONTENTS 1. The nine fundamental
Page 7 and 8: 6 POSITIONING A COUNTRY Although ma
Page 9 and 10: 8 THE NINE COUNTRY BRAND POSITIONIN
Page 11: Can stem from a lack of positive br
Page 15 and 16: 14 CONCLUSION 1 Most countries (or
Page 17 and 18: 16 PERCEPTUAL CONSISTENCY The findi
Page 19 and 20: 18 BRAND RUSSIA IS GENERALLY PERCEI
Page 21 and 22: 20 BRAND UK HAS A MULTI-DIMENSIONAL
Page 23 and 24: THE INFLUENCE OF NATIONAL BRANDS IN
Page 25 and 26: 24 UNDERSTAND NATIONAL BRANDS A num
Page 27 and 28: 26 INTERNATIONALLY KNOWN USA BRANDS
Page 29 and 30: 28 INTERNATIONALLY KNOWN GERMAN BRA
Page 31 and 32: 30 INTERNATIONALLY KNOWN ITALIAN BR
Page 33 and 34: 32 CONCLUSION 3 Measuring the level
Page 35 and 36: 34 BRAND PARTNERSHIPS The image of
Page 37 and 38: 36 48 Image attributes IMAGE EXCHAN
Page 39 and 40: 38 Response (raw %’s) 16 14 12 10
Page 41 and 42: 40 FURTHER THOUGHTS It should be no
Page 43 and 44: 42 UNDERSTANDING THE BASICS OF COUN
Page 45 and 46: * Top 7 traits (if applicable) vers
Page 47 and 48: * Top 7 traits (if applicable) vers

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