The road to the White House is littered with bumper-sticker phrases about America’s “greatness.” But does the rhetoric match up with the reality? A report this year from The Wharton School - Trump’s alma mater - found that America placed fourth in a list of the best countries. Our ranking was due, in part, to America’s “brand,” according to the report’s author, marketing expert David Reibstein. A nation’s brand, he says, holds great sway over its economy and shouldn’t be overlooked.
“Brand impact” is something North Carolina is certainly aware of because of HB2. What goes into building a brand and what forces can alter it? Is perception more important than reality when marketing a country?