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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 indicator of Political
clout
Correlates to
Political Clout

UK

50

German
y
Japan

25

Brazil
China

0

ENERGIZED
DIFFERENTIATION

RELEVANCE

ESTEEM

KNOWLEDGE
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
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
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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  • 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. 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. 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. 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