"You can't change the image of a country by running advertising campaigns, " Anholt said.

NPR: Consultants Develop Notion of Branding Nations

But Simon Anholt says advertising is just a tiny part of what nation branding is about.

NPR: Consultants Develop Notion of Branding Nations

But Simon Anholt says none of that matters when it comes to brand recognition.

NPR: Consultants Develop Notion of Branding Nations

Advertising reliably pulls in visitors, says Simon Anholt, who advises governments on their international image.

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Anholt was inundated with calls from officials around the world seeking his services.

NPR: Consultants Develop Notion of Branding Nations

In other words, says Anholt, all the nation branding in the world won't help a country that's selling a shoddy product.

NPR: Consultants Develop Notion of Branding Nations

The Anholt complex itself will include 400 megawatts of capacity when completed.

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Simon Anholt says nation branding works the same way.

NPR: Consultants Develop Notion of Branding Nations

"And over the course of the next few weeks and months I got a number of calls saying what is this outrageous idea, countries aren't brands, you can't say that, " Anholt said.

NPR: Consultants Develop Notion of Branding Nations

In 2007 and 2008, deep into George Bush's second term, the United States ranked seventh on a list of the world's 50 most-admired countries, according to a survey Mr Anholt conducts with GfK Roper, a market-research firm.

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Other Smarties winners were Julia Donaldson and Azel Scheffler for The Gruffalo in the five and under category, and Snow White and the Seven Aliens by Laurence Anholt and Arthur Robins in the six to eight year-olds category.

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