The very interesting question though is whether being a ‘weak, bad’ brand is a better place to start than being a powerful, bad’ brand. I would argue that weakness in this case is an advantage: if there is no real ‘quorum’ about your brand (even a country) then you have some chance of re-creating the brand and first creating a ‘weak, good’ brand before moving on to make it powerful. It’s the powerful/bad brands which have the most difficult (if not impossible) challenge, because any brand professional knows that it is virtually impossible to change people’s perceptions once they are established.