A strong country brand also leverages exports, feeding and transferring to commercial brands the country brand identity, values and reputations. Anholt (2003) argues that developing counties stand to benefit from the synergy a strong nation brand and goods and services brands generate. For example, Café de Colombia has leveraged its country brand into success in the USA, holding over 40 per cent of US speciality coffee market (www.juanvadez.com).