Post on 30-Jun-2015
EnergizedDifferentiation
Relevance Esteem Knowledge0
25
50
75
100
Correlates to Political
Clout
UKGermanyJapan
BrazilChina
The United States is currently a powerful brand that leads in Esteem – an indicator of Political clout
Average U.S. Brand Equity Globally
2
BAV® Consulting: Global Data 2012 (except for South Africa 2010 & Italy 2011)
0
50
100
0 50 100
Bra
nd
STR
EN
GTH
(En
erg
ized
Diff
ere
nti
ati
on
& R
ele
van
ce)
Brand STATURE(Esteem & Knowledge)
AustraliaAustria Canada
Chile
Colombia
FranceGermany
Holland
Hungary
Indonesia
Italy
Japan
Jordan
Mexico
Poland
Portugal
Puerto Rico
South Africa
South Korea
Spain
Switzerland
UK
USA
Brazil
Leadership
Niche
Commodity or Eroded
New, Unfocused or Unknown
Ubiquitous
Equity of “Brand USA” around the WorldUSA is a LEADERSHIP BRAND in most countries
Each country labels indicates the United States’ brand equity position according to consumers in that
market
3
Is the U.S. more of a political or economic
power?Perceptions of the U.S. in each country:
30 40 50 60 70 80 90
30
40
50
60
70
80
90
BrazilGermany
Indonesia Italy
Japan
MexicoSouth Africa
Political(max score =100)
Eco
nom
ic(m
ax s
core
=100)
BAV® Consulting: Global Data 2012 (except for South Africa 2010 & Italy 2011)
4
GERMANY ITALYMEXICO INDONESIA
The Most “American” Brands by Market
MTVHarley-Davidso
nTwitter
YouTubeStarbuc
ks
DodgeCitibank
JeepDockersiPhoneTwitter
Microsoft
AppleTwitterXboxIBM
American
Express
CitibankMastercar
dXbox
Yahoo!Starbucks
Xerox
JAPAN
DisneyMTV
Yahoo!YouTubeBurger KingBing
BRAZIL
CitibankHilton
American Express
MicrosoftHarley-
DavidsonApple
SOUTHAFRICA
American Express
Mastercard
HiltonJack
Daniel`siPhoneTwitter