The Brand Equity of Nations

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When taken to a national scale, familiarity seems not to breed contempt. The chart here reflects polling conducted for the British Council in 17 countries around the world. As you might expect, people are more likely to consider themselves familiar with the U.S. than with the four other big-economy nations tested. The U.S. also outpaced the others when respondents were asked how they feel about the five countries. Nearly two-thirds said their view of the U.S.

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