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

Facebook

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