I get involved in a lot of export training, and when looking at a company’s brand proposition I usually ask, “Is Britishness an asset and a help in doing business abroad?”. I was interested to see in the Readers’ Digest Trusted Brands survey they looked at various aspects of countries as brands. By inference, these values can be transferred to products and services originating in, or associated with those countries.
One interesting aspect is the table that looks at how differnt peoples are trusted. Top of the list come the Swiss – though I can’t think of a famous Swiss as an exemplar. Even the few non-famous ones I have worked with were not especially notable for their trustworthiness. Close behind them come the Swedes and the Germans. UK come below that sandwiched between Austrians, Belgians, Dutch and Portuguese.
Down at the bottom come Russians and Romanians (seems we will never forgive Dracula).