Advertising Week NYC: David Sable Examines Brand America

Sep 27, 2017

What defines America? Marked by recent political divisions and complex social shifts, defining Brand America is quickly becoming one of the biggest brand challenges today.

The panel, “RED, WHITE And…BLUE?” at Advertising Week New York brought together brand leaders, image keepers and other experts to discuss and debate the complexity of the American Brand. In a Q&A session with Julie Menin, Commissioner Mayor’s Office of Media and Entertainment, Global CEO, David Sable told America’s story through Y&R BAV’s Best Countries research.

Best Countries is a joint project led by Y&R’s BAV Group in partnership with U.S. News & World Report and the Wharton School at the University of Pennsylvania. The study examines 80 countries across a range of criteria, from power and economic influence to citizenship and quality of life, to capture how nations are perceived on a global scale.

Below are our key takeaways from the session:

  • The U.S. dropped from fourth to seventh place from the previous year in the world ranking report. The nation ranked lower across multiple categories, including best for business, citizenship, adventure tourism, education, transparency and headquartering a corporation.
  • While nearly 75% of survey respondents said they lost some respect for U.S. leadership after the 2016 presidential election, the U.S. remained No.1 on the list of most powerful countries.
  • A reason cited for America’s drop in rankings is due to a perceived loss of soft power (attributes such as quality of life and citizenship).
  • Though favorability rankings of the U.S. have dropped since the 2016 election, Americans are still viewed more positively than negatively. 58% respondents in the study had a favorable view towards Americans.
  • Because of the decline in favorability, America has become less attractive as a tourist destination. There were 43 million fewer visitors compared to the previous year causing a 7.4 billion loss to the U.S. economy.
  • During the election, Trump had stronger brand power compared to Clinton. Whereas Clinton scored higher in esteem, Trump scored higher in being perceived as fresh, innovative and authentic – a greater level of differentiation that drove his brand strength.

View the full panel here: Advertising Week Replay.

For more information visit: Best Countries