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19 BRAND BRAZIL IS SEEN AS ‘SEDUCTIVE & AUTHENTIC’ …AND THEREFORE HIGHLY CONSISTENT TRUSTED STYLISH & DOWN TO EARTH SUPERIOR LEADING UNAPPROACHABLE SIMPLE WELCOMING SEDUCTIVE CLASS INNOVATIVE & SOCIAL QUALITY PERFORMANCE & EASYGOING & AUTHENTIC Chinese Argentine Colombian Uruguayan Canadian Guatemalan Mexican French Australian German Chilean Hungarian Italian Japanese Dutch Polish Spanish Swiss Thai British American Source: BrandAsset ® Valuator Base: All Adults
20 BRAND UK HAS A MULTI-DIMENSIONAL IMAGE …AND THEREFORE HIGHLY INCONSISTENT TRUSTED STYLISH & DOWN TO EARTH SUPERIOR LEADING UNAPPROACHABLE SIMPLE WELCOMING SEDUCTIVE CLASS INNOVATIVE & SOCIAL QUALITY PERFORMANCE & EASYGOING & AUTHENTIC American Canadian Mexican Czech Argentine Brazilian Australian Chinese French Japanese Chilean Guatemalan Austrian Dutch Italian Polish Greek German New Zealander Russian Saudi Hungarian Spanish Swiss Thai Turkish Source: BrandAsset ® Valuator Base: All Adults
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 and 12: Can stem from a lack of positive br
Page 13 and 14: 12 TRUSTED CLASS DIFFERENT NATIONAL
Page 15 and 16: 14 CONCLUSION 1 Most countries (or
Page 17 and 18: 16 PERCEPTUAL CONSISTENCY The findi
Page 19: 18 BRAND RUSSIA IS GENERALLY PERCEI
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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