“Memories are mercifully short,” says Mr Anholt.

安浩说：“回忆总是如此短暂。”

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South Korea comes in 31st. Anholt says effect of poor images is that nations cannot command high prices for their products.

VOA: standard.2009.11.05

The council has taken recommendations from Simon Anholt, an international consultant on brand value and advisor who coined the phrase "nation brand".

VOA: standard.2009.11.05

To help determine what a country's brand value is, Anholt created the Nation Brands Index, a survey that ranks 50 countries on how they are perceived overseas.

VOA: standard.2009.11.05

"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