Rebuilding Brand America
Just as businesses rely on their brand recognition and public perception to help improve commercial success, a country’s reputation and global image is a reflection of the strength of its “brand.”
In recent years, while other countries brands have drastically improved, America’s brand has declined. A recent study shows America’s brand index as ranking 7th among all other major, developed nations. In order to improve its global brand recognition, what America needs is an objective audit of “brand America” and new focus on reestablishing the authenticity of the American Promise.
Following the widely accepted principles of what makes a brand strong, brand America must adhere to the same foundational pillars: being relevant and meaningful to a strategic target audience; being competitive and as attractive a solution to meeting the need as alternative options; and being authentic while delivering the expectation set.
A Brand Must be Relevant
The relevancy of brand America is without question. The promise of brand America speaks loudly to the human desire for exerting some control over personal destiny.
Since its inception, the brand America promise has been the opportunity for the pursuit of life, liberty and happiness. Brand America has come to represent a location where anybody has the chance to self-manage his or her destiny, and in the process be rewarded for both hard work and the courage to take smart risks. There are countless examples of entrepreneurs achieving remarkable success based on ingenuity, passion and effort.
“Rags to riches” is the cliché most commonly used to describe the success of Americans, and has served to inspire people around the world to change their destiny. It promises life in America will provide the opportunity needed to achieve their full personal potential.









