Canada’s brand: Steady as she goes

“… for the first time in the survey’s history, conducted since 2007, Canada surpassed the U.S. in brand equity — which equates to a country’s image abroad, and people’s perception of the quality of life and national culture.”

“Simon Anholt, an U.K.-based independent policy adviser who has conducted similar nation branding studies since 2005, said Canada’s image tends to rest on how the U.S. is fairing.

“When America is going through one of its regular phases of extreme unpopularity, Canada goes up,” he said.

He added that Canada’s reputation remains relatively unshaken year to year — for better or for worse. “The image of Canada from the point of view of the general population is that it’s kind of an earthly paradise, a very politically-correct earthly paradise.”

But some are more forgiving about Canada’s place in the world. Don Tapscott — technology guru, business adviser and yes, a Canadian — said this country’s brand has “dramatically improved” in recent years.

“The starting point is that our financial system is relatively unscathed, probably more so than any other country in the western world,” said the adjunct professor of management at the University of Toronto’s Rotman School of Management.

“Canada is increasingly seen as an up-and-coming country with a solid economic platform.””

Full story here.


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