Page 100 - MYM 2016

improving economic Prosperity through nation branding
The most successful companies spend considerable time, energy, and money managing their brands. Would nations’ prosperity improve if they adopted similar brand strategies? The goal of the Best Countries study, a collaboration between the Wharton School, U.S. News & World Report, and WPP’s BAV Consulting, is to help the world understand the value of nation brands – and how nations are perceived around the world.
bY david J reibSTein
100 | MINd YOUr MarkETING OCTOBEr 2016