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  3. When we choose Italy as our holiday destination, decide to buy a German car, support the policies of the Swedish government or c

When we choose Italy as our holiday destination, decide to buy a German car, support the policies of the Swedish government or c

admin2010-07-24  36
问题     When we choose Italy as our holiday destination, decide to buy a German car, support the policies of the Swedish government or criticize those of the American one, we are not only influenced by stereotype, we express a preference for brands. These brands, however, are much stronger than Coca-Cola or Nike, as we are talking here about the brands of the nations. According to Anhoh-GMI, authors of National Brands Index. "nation brand" is an important concept especially now,. in the times of【B1】______, when countries compete with each other for the attention, respect and trust of【B2】______, tourists and consumers. To recognize the strongest brand, five million consumers were asked to score 11 countries on six points--【B3】______, governance, people, culture, investment and exports.
   So, what are the results? Well, Americans are seen as【B4】______, Russians are considered【B5】______, we love holidays in Italy, we trust the British, but the winner is… Sweden, as the Swedish scored the highest marks across all point. "Sweden is【B6】______admired for a combination of【B7】______and responsible governance, honest and【B8】______people, successful cultural exports, a prime location for investment, and yet isn’t seen as boring or predictable, but young and dynamic" the report says. "Sweden is the country that nobody minds.”
   Perhaps to the surprise of many nations, Britain conies second in the survey. The Brits are considered【B9】______. The belief that we respond to nation brands in a similar way as we react to Nike or Nestle is supported by the fact that, some opinions shown in the report are based on our overall feelings rather than rational reasons. For example,【B10】______, and South Korea scored pretty low in the survey, not due to any logical reasons but simply because many respondents confused it with its Northern neighbor. However, it is not South Korea which got the poorest scores. The struggling brands are Turkey and Russia. The former is bottom of the list and the latter is second from the bottom and considered violent and unstable.
   The report devotes a lot of attention to the brand of America. Although the United States is still rated highest for goods and services, its brand has been tarnished by its foreign policy. "【B11】______.
【B5】
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