Selling Our States: A Capital Idea; First Edition of the Anholt State Brands Index Finds That Behind the Mask of Anti-Americanism, There is a World of Warmth and Affection for the United States

Business Wire,  Sept 19, 2006  

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SEATTLE -- Worldwide and domestic media attention has continued to focus on the disdain for all things American, from its products to the drop in U.S. tourist dollars, all the while pointing the finger of blame at the Bush administration's aggressive foreign policy stance. However, the new Anholt State Brands Index (SBI) created by government advisor Simon Anholt and powered by global market intelligence solutions provider GMI (Global Market Insite, Inc.), uncovers an altogether different and more positive global view of America. The study polled over 12,000 citizens from the top 15 inbound tourism markets in the world.

"According to the Index, the idea that 'everybody hates America' is too simple a reading of people's complex, often contradictory feelings about the U.S.," comments Simon Anholt, who authored the report. "Once we strip away foreign policy, politics and popular culture, and get right down to the beating heart of America, the land, its people and the opportunities, the data reveals there is still a solid bedrock of international public affection. Bottom line, the foreign survey respondents think the States of the Union are cool!"

The study reveals that the most famous States of the Union are virtually nation brands in their own right: Florida, California, Texas, Alaska, Arizona and Hawaii, for example, are names that are almost as familiar to people around the world as America itself. The global State Brands Index rankings put California, Florida, Hawaii, New York and Washington States in the top five slots with New Jersey limping in last at 50th place. The findings also reveal that there is a big gap between the mega-brands of California and Florida and the rest of the state pack. Hawaii and New York are in the second league of brand power, and there is another sizeable gap between them and the remaining 46 states.

Anholt adds: "One of the most striking elements of the State Brands Index is the high level of awareness of the respondents. I do not believe any other country is -- or has ever been -- so famous that a sample of ordinary people from around the world knows so much about its individual administrative regions. I wonder how many of our respondents in Mexico could name a single Swiss canton, or how many of our French respondents could discuss the prefectures of Japan or the counties of England so confidently. This really emphasizes the power and familiarity of Brand America."

The survey's executive summary -- available at www.statebrandsindex.com -- concludes that each country will tend to have its own unique views of certain states, often depending on historical connections -- hence the higher awareness and ranking of New England States by British respondents, the above-average scores amongst German panelists for states with large German populations such as Oregon, or the high profile of Louisiana amongst French panelists. Mexican panelists rank New Mexico, Illinois and Utah well above the global average; the Canadian panel -- unsurprisingly -- ranks Michigan, Maine and Vermont above average, confirming the author's belief that personal familiarity with a place will almost always increase its brand value. The Chinese rank Alaska and Missouri above average, and the Japanese Kentucky, Alaska and Minnesota. California is almost certainly the state the world hears about most often, in no small part due to its Governor who is almost as world-famous as the President.

"It would appear that America's image problem doesn't yet run as deep as many believe," states Anholt. "The world is angry with America, not because it doesn't like cowboys and the Empire State Building, but because it doesn't like world dominators." Anholt advises: "State administrators, investment agencies and tourism departments -- even exporters of goods and services -- need to take advantage of their strong international brand images to remind the world that there's more to the U.S. than its current foreign policy and in-your-face popular culture. They must start putting a clear distance between their own image and that of the U.S. Federal government and its unpopular foreign policies to avoid brand erosion or even boycotting. The best chance for the USA right now is to stress the 'States' and downplay the 'United.'"

The survey is valuable and timely information for domestic tourism agencies for whom the stakes are huge. Visitors from abroad accounted for about $93.5 billion in spending and economic activity in the United States in 2004, according to Commerce Department estimates. While international arrivals rose an estimated 12 percent in 2004 compared with 2003, and spending climbed an estimated 17 percent, the country's overall piece of the international tourism market has dwindled by about 5% according to industry estimates. Countries from Spain to Singapore are outspending the United States in tourism marketing and advertising. Australia for example spends about $250 million a year marketing itself as a tourist destination, while Spain spends more than $70 million. The U.S. Commerce Department spends $10 million a year to promote America.