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Average U.S. Brand Equity Globally

100

75

The United States is currently a powerful brand
that leads in Esteem – an ind...
Equity of “Brand USA” around the World
USA is a LEADERSHIP BRAND in most countries
Each country labels indicates the Unite...
Is the U.S. more of a political
or economic power?
Perceptions of the U.S. in each country:

90

80

(max score =100)

Eco...
The Most “American” Brands by Market
JAPAN
Disney
MTV
Yahoo!
YouTube
Burger
King
Bing

GERMANY
Faceboo
k
MTV
HarleyDavidso...
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Can American Brands Save the American Brand Name? http://ow.ly/qhJ2r

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Transcript of "Can American Brands Save the American Brand Name? http://ow.ly/qhJ2r"

  1. 1. Average U.S. Brand Equity Globally 100 75 The United States is currently a powerful brand that leads in Esteem – an indicator of Political clout Correlates to Political Clout UK 50 German y Japan 25 Brazil China 0 ENERGIZED DIFFERENTIATION RELEVANCE ESTEEM KNOWLEDGE
  2. 2. Equity of “Brand USA” around the World USA is a LEADERSHIP BRAND in most countries Each country labels indicates the United States’ brand equity position according to consumers in that market Leadership 100 South Korea Hungary Puerto Rico Canada Austria Australia UK Poland Germany Spain France Holland Jordan Switzerland Mexico Italy Ubiquitous Brand STRENGTH Niche (Energized Differentiation & Relevance) USA Japan South Africa Colombia 50 Chile Portugal Brazil Indonesia New, Unfocused or Unknown 0 0 Commodity or Eroded 50 100 Brand STATURE (Esteem & Knowledge) BAV® Consulting: Global Data 2012 (except for South Africa 2010 & Italy 2011) 2
  3. 3. Is the U.S. more of a political or economic power? Perceptions of the U.S. in each country: 90 80 (max score =100) Economic 70 Japan 60 Indonesia Italy 50 Mexico South Africa Germany Brazil 40 30 30 40 50 60 70 80 90 Political (max score =100) BAV® Consulting: Global Data 2012 (except for South Africa 2010 & Italy 2011) 3
  4. 4. The Most “American” Brands by Market JAPAN Disney MTV Yahoo! YouTube Burger King Bing GERMANY Faceboo k MTV HarleyDavidson Twitter YouTube Starbuck s MEXICO Microsoft Apple Twitter Xbox IBM American Express ITALY Dodge Citibank Jeep Dockers iPhone Twitter SOUTH AFRICA American Express Mastercard Hilton Jack Daniel`s iPhone Twitter BRAZIL Citibank Hilton American Express Microsoft HarleyDavidson Apple INDONESIA Citibank Mastercard Xbox Yahoo! Starbucks Xerox 4
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