and how does somebody like Trump affect America's brand so a lot of where country gets its image is from its overall long-term reputation and the products that come from there but also some of the people that come from there and the political leaders definitely have an impact and so the image of Trump carries over to the US and it directly affects the US brand so what I've observed is when I first did the study two years ago and I did it together with US News and WPP when I first did this study the u.s. was ranked as the fourth best brand I next measured it immediately after the election we fell to number seven and we've now have fallen to to number eight in the world so this whole notion of make America great again it should be the number one brand we're now in the number eight position not the number one and there will be some economic repercussions for that you think as far as capital coming in and trade yeah absolutely so we see it through policy as well as just imagery so in terms of immigration and closing the borders for immigration that has an impact the sense of pulling out of the Paris Accord has an impact of how much we care about the world tourism people are less willing to come to the United States less willing to start businesses in the United States and have a lower inclination to buy products from the US so it has a direct impact on our economy [Music] you