North America
The Best Countries study categorises only the USA and Canada as being in North America (Mexico is taken with Latin America). The winner of this two-horse race is Canada overall, as assessed by a global audience as well as those who live in these countries, though they each excel in different areas.
In essence, the USA leads its northern neighbour on metrics linked to hard power: it’s seen as being more powerful generally, being more of a leader, having a stronger military, and being more economically and politically influential than Canada, though less economically stable. This view is consistent among Best Countries respondents who live in the region and those who are based beyond it.
On most measures of soft power, however, Canada is the clear leader. It is seen as being much more progressive, safer, more scenic and more trustworthy. The country is widely viewed as a more friendly destination than the USA, and as a better place for families.
It’s often the case that when we compare the global view of countries with the regional view, respondents tend to be more positive about the countries they live close to and know well. This is not necessarily the case in North America.
Overall, the world ranks Canada as #4 out of 85 countries on Best Countries, and the USA is #11. Within the region, they are #7 and #11, respectively, so fairly closely aligned.
Countries have long served as trust marks for brands, amplifying their home-grown brand reputations worldwide. “German Engineering”, for instance, resonates deeply with consumers buying cars and technology. Globally, consumers consistently tell us that they prefer buying vehicles or technology “Made in Germany”. When buying fashion or cosmetics, “Made in France” is most motivating.
Country politics, however, also warrant careful consideration. The increasing polarity of values observed in the USA and globally demands brands’ attention. BAV data enables us to quantify the impact of political shifts in the USA on brands well known to be Made in the USA, both at home and internationally.
In 2016, Elon Musk and Tesla were both considered among the most innovative brands in the US marketplace. Fast-forward to 2025, with Musk more prominently involved in national politics, and we observe dramatic implications for the Tesla brand. Tesla’s brand equity rose 18 per cent among Republicans in the USA during this period – and dropped 26 per cent among Democrats.
What are the implications of this year’s Best Countries results for Brand USA and its global influence? Despite the USA’s decline from #3 to #11 overall, the appeal of “Made in America” globally remains strong. The USA ranks #1 out of 85 countries this year for having strong consumer brands, second for having strong exports, fourth for fashion, and sixth for being innovative. When the Best Countries audience is asked about the country they prefer to buy goods from, the USA is #2 in the world.
US brands, products, and innovations continue to elevate global perceptions of what “Made in America” represents. Technology, wine and spirits, and financial services are key strength sectors for the USA globally, and it is named within the top six countries people prefer to buy goods from when they’re considering automotive, fashion, cosmetics, pharmaceuticals and packaged foods.
Historically, Brand America has lent equity to its home-grown brands; now, powerful American brands are bolstering the equity of Brand USA.
Michael Sussman, PhD
Chief Product Officer, WPP BAV
The USA is seen as much more politically stable by respondents who live outside the region, and both countries rank higher on the Movers ranking – linked to uniqueness and dynamism – globally than they do locally. Both countries are considered more trendy and more prestigious by respondents from outside the region rather than within it.
Yet there’s more positivity at home, particularly regarding the USA, on other issues. Safety, care for the environment and racial equality are all attributes that respondents in the region see the USA doing better at than opinion elsewhere suggests.
When it comes to the quality of the local food, and the two countries’ cultural attractions, respondents within the region are far more positive than observers from the rest of the world. They have a greater appreciation of local heritage, and rate friendliness in the USA more highly than people outside North America.
