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43 Source: BrandAsset ® Valuator TO MAKE SENSE OF HOW COUNTRIES ARE PERCEIVED WE MUST FIRST APPRECIATE THE GENERIC ASSOCIATIONS THAT ARE INVOLVED Top 10 Average Imagery Associations HOME COUNTRIES FOREIGN COUNTRIES Unique Unapproachable Charming Charming Friendly Independent Independent Different Traditional Unique Down to Earth Arrogant Social Friendly Authentic Traditional Socially Responsible Daring Kind Fun = Home country generics (citizens rating their own country) = Foreign country generics (foreigners rating other countries) = Country brand generics (traits associated with all countries)
* Top 7 traits (if applicable) versus the international average of “foreign” perception (all studies) Only differences of > 10% Rank are shown 44 Source: BrandAsset ® Valuator EXAMPLE 1 – THE BRAND DNA OF JAPAN & UK
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 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: 42 UNDERSTANDING THE BASICS OF COUN
Page 47 and 48: * Top 7 traits (if applicable) vers

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