America – Home Free?
America has been, for at least a century, the most powerful brand on the planet. That’s not a metaphor: it’s the literal truth. The ways that people all over the world think about, talk about and relate to America are exactly the same ways that people think about, talk about, and relate to great brands.

Brand America – Taming Wild Perceptions.

But has America’s Western star lost its luster? A recent BBC World Service poll contacted over 26,000 people in 25 countries and found the image of the US deteriorating. Only 29 percent of those surveyed felt the US currently has a positive influence on world affairs. It would seem that the image of the lone cowboy no longer plays well overseas.