Rather like brand name recognition, then.

Love it or hate it, at least you've heard of it and could point to it on a map.
Spare a thought for the inhabitants of some countries who, when in Britain or the US, find that many people haven't even heard of their country.
When visiting Bulgaria in 2000, I chatted to a waitress in a cafe. She told me about a visit she had made to the UK and said in passing that she'd been taken aback to find that quite a number of Britons hadn't heard of Bulgaria. I hope the situation has improved in the meantime.