The Origin Index is the newest part of our annual Best Countries Report, the world’s largest study of nations as brands. Through our Origin Index analysis, we explore the connection between a nation’s brand power and the companies that call it home.

We surveyed over 21,000 global consumers to understand how much a brand’s nation of origin can influence the purchase preferences of consumers, and what marketers can do to tap into a country’s strengths. Country of origin branding has a significant effect on the ability of nations to compete in global markets. 77% of the respondents say they prefer to know where the products they buy come from.

Germany is the most desired country for Auto, Pharma and Medical goods, while France tops the list for Cosmetics and Fashion. Italy is #1 in Food and Wine, and Japan in Tech/Electronics.

Brand USA does not capture the top spot in any of the sectors, though it is #2 in Cosmetics and #3 in Tech/Electronics. There is a big disconnect in how American consumers and global consumers view American brands. Americans see the US as #1 in most categories. Brand USA’s performance on the Origin Index globally translates into lower demand for American goods than we see in actual 2017 data, a warning sign for future export numbers.

Download the full report here.