Tracking the Health of Brand America

There is an old saying that you get what you measure. Consequently, it is important to track the progress by tracking measures that provide some insight into the health of Brand America.

There are three trends I look at are:

1. Immigration
2. Global FDI Dollar Inflow
3. Share of Global FDI Dollar Inflow

My general take away from these data is the promise of Brand America is still relevant, but overall Brand America has room for improvement compared to the E.U. The data don’t help explain why, but the FDI Inflow trends appear to be consistently moving in the wrong direction.

Here are two questions I would appreciate hearing your thoughts on:

• What additional measures do you like to track to assess the health of Brand America?
• What, in your opinion, are the driving reasons for the declining FDI inflow trends for Brand America?

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