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Anholt Nation Brands Index: How Does the World See America?

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  • ANHOLT, SIMON

Abstract

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.

Suggested Citation

  • Anholt, Simon, 2005. "Anholt Nation Brands Index: How Does the World See America?," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 296-304, September.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:03:p:296-304_05
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    Cited by:

    1. Christian Nagaynay & Jeongwoo Lee, 2020. "Place Branding and Urban Regeneration as Dialectical Processes in Local Development Planning: A Case Study on the Western Visayas, Philippines," Sustainability, MDPI, vol. 12(1), pages 1-20, January.
    2. Thomas Yaw Voets, 2023. "“Visit Rwanda”: a well primed public relations campaign or a genuine attempt at improving the country’s image abroad?," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 143-154, March.
    3. Evinc Dogan & Goran Petkovic, 2016. "Nation Branding in A Transnational Marketing Context: Serbia’s Brand Positioning Through Food and Wine," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 4(2), pages 84-99, October.
    4. Zeineddine Cornelia, 2017. "Employing nation branding in the Middle East - United Arab Emirates (UAE) and Qatar," Management & Marketing, Sciendo, vol. 12(2), pages 208-221, June.
    5. Suter, Mariana Bassi & Munjal, Surender & Borini, Felipe Mendes & Floriani, Dinora, 2021. "Conceptualizing country-of-origin image as a country-specific advantage: An insider perspective," Journal of Business Research, Elsevier, vol. 134(C), pages 415-427.
    6. Bulmer, Sandy & Buchanan-Oliver, Margo, 2010. "Experiences of brands and national identity," Australasian marketing journal, Elsevier, vol. 18(4), pages 199-205.
    7. Bo Liang & Ye Wang, 2023. "Using integrated marketing communications to promote country personality via government websites," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 79-92, March.
    8. J. M. Fernandez-Crehuet & J. Rosales-Salas & S. Díaz Cogollos, 2021. "Country’s International Reputation Index," Corporate Reputation Review, Palgrave Macmillan, vol. 24(1), pages 14-30, February.
    9. Tafadzwa Matiza & Sandra Perks, 2022. "The tourism – Foreign direct investment nexus: Empirical evidence from Zimbabwe (2009–2015)," Tourism Economics, , vol. 28(4), pages 1059-1079, June.
    10. Sameera Durrani, 2022. "Damsels in distress: gender and negative place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(4), pages 357-371, December.
    11. Zubcevic, Nives & Luxton, Sandra, 2011. "A comparison of print advertisements from Australia and Croatia," Australasian marketing journal, Elsevier, vol. 19(2), pages 131-136.
    12. Rick T. Wilson, 2018. "Transforming history into heritage: applying corporate heritage to the marketing of places," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 351-369, July.
    13. Magdalena Raftowicz-Filipkiewicz, 2009. "Wpływ brandingu narodowego na konkurencyjność gospodarek," Gospodarka Narodowa. The Polish Journal of Economics, Warsaw School of Economics, issue 10, pages 103-127.
    14. Chun-An Chen & Ming-Huang Lee & Ya-Hui Yang, 2010. "Branding Taiwan for tourism using ‘Decision Making Trial and Evaluation Laboratory’ and ‘Analytic Network Process’ methods," The Service Industries Journal, Taylor & Francis Journals, vol. 32(8), pages 1355-1373, October.
    15. John Schoeneman & Jami Fullerton, 2023. "Exploring relationships between nation branding and foreign direct investment," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(3), pages 266-279, September.
    16. Dila Asfuroglu & Nuriye Zeynep Ökten & Elif Yolbulan Okan, 2020. "Examining Economic Growth Through Brand Development: A Multinational Analysis," SAGE Open, , vol. 10(2), pages 21582440209, May.
    17. Linwan Wu, 2017. "Relationship building in nation branding: The central role of nation brand commitment," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(1), pages 65-80, February.
    18. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
    19. Tafadzwa Matiza & Sandra Perks, 2017. "Human Capital Reputation as an Antecedent of Foreign Direct Investment Market Entry in Zimbabwe," Journal of Economics and Behavioral Studies, AMH International, vol. 9(5), pages 185-199.

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