Brand USA takes a hit

Tue, 23 Oct 2012 16:08:00 +0000

The Country Brand Index (CBI) compiled by brand consultants FutureBrand annually looks at nation-states through the lens of consumer perceptions. If every country is and has a "brand," how do these brands fare against each other? According to the 2012-2013 CBI report, due for release Wednesday, brand USA is on the decline.

Listed in eighth place in the CBI top 25 country brands this year, the U.S. has fallen eight places since 2009, when the U.S. took the top spot and FutureBrand found some truth in the jingoistic chant "USA, number one." The CBI Index this year found Switzerland to have the top country brand, while the U.K.'s brand enjoyed a two-place leap to eleventh place, likely due to London Olympics attention.

In a release, FutureBrand explained how country brand perception is measured for their annual report:

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Brand USA takes a hit