The Nation Brand: Most Countries Get the Image They Deserve
Simon Anholt, The Anholt-GfK Roper Nation Brands Index
Simon Anholt, the founder of the Anholt-GfK Roper Nation Brands Index, speaks on the power of a country's "brand image" and what Malaysia can do to improve its global relevance.
He discusses how important national reputation is to future prosperity and progress of a country and how countries need good brand images -- just like corporations and products -- but in general, most countries get the image they deserve.
Simon also talks about the difference between "nation branding" and a "nation brand" and how much of a nation's image is influenced by tourism campaigns.
Finally, we ask him who is ultimately responsible for a country's brand and if there is a dollar value attached to a country's reputation.