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Trump effect as US brand tumbles in global rankings

Trump effect as US brand tumbles in global rankings
By Chris Harris
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People’s perception of the country has worsened since Trump was elected, a new study has revealed.


The global image of the US has taken a hit since Donald Trump was elected to the White House, a new survey reveals.

It has been knocked off the top spot and tumbled six places in a study on people’s impressions of countries around the world.

The latest Nation Brands Index, which bases its grading on interviews with 20,185 people, has Germany in first place.

France is the other beneficiary of the US falling away, moving up to second overall, ahead of the UK, Canada and Japan.

The index rates countries in six categories, including culture, immigration and investment and exports.

The drop of the US in the overall rankings was due it losing ground in people’s perception of the country’s governance.

Professor Simon Anholt, who created the study in 2005, said: “The USA’s fall in the governance category suggests that we are witnessing a ‘Trump effect’, following President Trump’s focused political message of ‘America first’.

“However, Americans’ assessment of their own country is notably more positive this year than last.

“A similar fall in global perception of the USA was seen following the re-election of George W. Bush, when the USA fell to seventh place.

“Previously, America has never stayed outside the top ranking for more than a year at a time: it will be interesting to see whether this holds true in the 2018 ranking.”

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