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How Brexit created uncool Britannia

The world's view of the US slumped dramatically after Trump; now Britain is feeling reputation pain as well.

In any international setting, one of the first things people notice about you – sometimes the first thing – is your nationality. It can determine how they treat you. Some nationalities are more admired than others.

Simon Anholt, founder of the Anholt-Ipsos Nation Brands Index, once carried out an experiment applying for jobs with CVs that differed only by nationality: one fictional candidate was Swedish, the other Turkish. The Swede got significantly more offers, even from Turkish employers.

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    Original URL: https://www.afr.com/link/follow-20180101-p52amd