Increasing Anti-American Sentiment And US Brands

Countries’ associations can often help or hinder brands that originate in those countries. Country associations are complex and vary by people in different parts of the world. Often countries are associated with specific product categories, values, lifestyles and personalities. For instance, France is associated with fashions and perfumes. A report by BMP DDB Needham in London indicates that the UK is perceived to be conventional and stuffy. Switzerland is known for its precision watches. Russia is associated with Vodka. The US has been admired for its individualism and entrepreneurial attitude. Japan is associated with compact electronics. It is also known for its homogeneous culture. Germany is associated with quality automobiles and beer.

Think about what you associate with specific countries and how that might effect your purchase of certain types of brands associated with those countries. In general, would you rather buy a Japanese, German or American car? Would you rather eat at a French, UK or Italian branded restaurant? Would you rather buy a Swiss, Romanian or Brazilian watch? Which countries of origin will enhance brands in these categories: olive oil, shoes, jeans, universities, spas, pasta, skis, adventure travel? From which countries would you not buy bottled water? Why?

Increasingly, American brands are feeling the effects of the US’s increased association with imperialism and militarism. This is occurring through demonstrations, petition drives and boycotts throughout much of the world. Non-US brands are also contributing to and leveraging this situation. For instance, the Qibla Cola Company in Derby, England is selling its product as the Muslim alternative to Coca-Cola or Pepsi-Cola, using the tag line, “Liberate your taste.”

Obviously, American Brands are forever linked to Brand USA. What can be done to offset negativity toward American Brands in global markets? One thought is to be sure to have an outstanding reputation for social responsibility.

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