I believe the author is essentially equating brand with reputation. Thus, reputation is relevant. The most interesting aspect of the author's brand analysis, which to me arises at least in part from the insecurity of Canada's cultural class - well, at least English-speaking Canada's cultural class - is that it reflects a long-standing (and perhaps understandable) inferiority complex. I'm simply pointing out that aspects of this tendency toward self-criticism are more broadly reflected elsewhere, although it's true that we think about this country far more than do others, who tend not to know or consider the country's drawbacks or failings.