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