On a very sunny day at the World Economic Forum in Davos, Business Insider’s Sara Silverstein spoke with Wharton School marketing professor David Reibstein. Following is a transcript of the video.
Silverstein: And how does somebody like Trump affect America’s brand?
Reibstein: So a lot of where a country gets its image is from its overall long-term reputation and the products that come from there. But also some of the people that come from there and the political leaders definitely have an impact. And so the image of Trump carries over to the US and directly affects the US brand. So what I’ve observed is when I first did the study two years ago – and I did it together withUS News and WPP– when I first did this study, the US was ranked as the fourth-best brand. I next measured it immediately after the election, we fell to number seven and we’ve now fallen to number eight in the world. So this whole notion of make America great again, it should be the number one brand – we’re now in the number eight position, not the number one.
Silverstein: And there will be some economic repercussions for that you think as far as capital coming in and trade?
Reibstein:Absolutely, so we see it through policy as well as just imagery. So in terms of immigration and closing the borders for immigration – that has an impact – the sense of pulling out of the Paris Accord has an impact of how much we care about the world. Tourism – people are less willing to come to the United States, less willing to start businesses in the United States, and have a lower inclination to buy products from the US. So it has a direct impact on our economy.
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