Global Crisis Blog

Nations as Brands:  America Improves!

By Shlomo Maital

   The BBC World Service regularly conducts polls about how people around the world perceive nations, asking whether Country X’s influence is mostly positive or negative.

        The latest such poll was published on April 18. It covers people in 28 countries.  Here are the results:

*  Negative ratings of the U.S. dropped by a huge 9 points during the past year.  The US is viewed positively, on balance, in 20 or 28 countries, with 46% saying it has a positive influence, while 34 % say its influence is negative.   Much of this change can probably be attributed to the departure of George Bush and Presidency of Barack Obama.

*  Germany is most favorably viewed, with a 59% positive rating, followed by Japan 53%, UK 52%, Canada 51% and France 29%.  The EU is viewed positively by 53%.  

*  Iran is the least favorably viewed nation (15% positive), followed by Pakistan (16%), North Korea (17%), Israel (19%) and Russia (30%).    

* The US has now overtaken China in terms of positive perceptions.

*  Mexico has low ratings, perhaps owing to the drug-related violence. 

* People in China and Russia have changed their views on Iran; far more see Iran in a negative light, far fewer, in a positive light.

      Perceptions of nations have a direct measurable influence on countries’ trade and foreign investment.   Israel’s negative perception has held true for years; its leaders do not seem overly concerned.  Unless this image problem is dealt with head on, it will soon find expression in Israel’s economic wellbeing.