This is what the most recent edition of the FutureBrand Country Index is telling us, which sees the US slip five spots to number 12 and the UK fall seven spots to number 19. Both countries are now perceived as less inviting to tourists, visitors, students, and investors than they were five years ago, as people question the policies informing, and ultimately shaping, the value systems in these nations. Despite being among the most diverse and democratic nations in the world, the brand image of both the US and the UK has taken a big hit recently.
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