According to Simon Anholt, author of Brand America: The Mother of All Brands, a select group of countries have national images ''so powerful and so positive'' that they amount to...

According to Simon Anholt, author of Brand America: The Mother of All Brands, a select group of countries have national images ”so powerful and so positive” that they amount to ”megabrands.” Other countries have successfully turned around, or repositioned, their national brand in recent years. Still others are actively working to polish their brand identity.

MEGABRANDS

Countries effortlessly synonymous with a number of valuable attributes: FRANCE: ”chic and quality of living.” ITALY: ”style and sexiness.” GERMANY: ”quality engineering.” SWITZERLAND: ”purity, wealth, integrity.” JAPAN: ”technology, entertainment, design.”

TURNAROUND BRANDS

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