In my last post, I reported that Brand America’s equity declined based upon the Country Brand Index 2008 Report results. I raised the question – How long will America hold the top spot?
A newly published report by Financial Times suggests Brand America has already fallen from the top spot globally. No longer is Brand America the most competitive in the world. Brand America is in second place according to World Economic Forum’s Global Competitiveness Report for 2009-2010.
Effective reapplication of product and corporate branding principles to effectively position Brand America for an increased share of global foreign direct capital investment is part of the solution. This involves improving the value proposition of Brand America so it is more competitive versus other location options. Doing this sooner rather than later is mission critical to long-term success.
Perhaps tumbling from first place will serve as a catalyst to address Strengthening Brand America more aggressively and to place an even higher priority within the entire U.S. economic development community to become more competitive for foreign direct investment inflow.
In your opinion, can Brand America regain the #1 position for global competitiveness?