According to the Country Brand Index 2008 Report, Brand America’s competitiveness weakened in 2008. This report is compiled by FutureBrand.
“Brand America continues to be a powerful but polarizing country brand. In 2008, the United States dropped one spot to #3 in our Top Country Brand ranking.”
Here are some of the findings I find most concerning:
- Authenticity – Brand America is not in the Top 10.
- Easiest to do business in – Brand America dropped from #1 in 2007 to #2.
- Most like to live in – Brand America dropped from #6 in 2007 to #7.
- Standard of Living – Brand America is not in the Top 10.
- Political Freedom – Brand America is not in the Top 10.
- Safety – Brand America is not in the Top 10.
- Environmentalism – Brand America is not in the Top 10.
On a positive note, Brand America retained the #1 position for the measure of Ideal for business. But, given the decline in the other important indicators, how long will Brand America hold on to the top spot?
“…shaping public opinion with the aid of a strong American image and brand are more important than ever, both at home and on the global stage.”
The more competitive we can make our communities, regions and states, the stronger Brand America will become. Reapplication of private sector product and corporate branding principles is one way to help accomplish the mission.
I encourage you to revisit your place branding plans and work to make them even stronger. Hopefully the information shared in this community of practice will be helpful in that effort.