American Brands Overseas...Tarnished?

[Ed Ziomek]

I come into contact with many international travelers. Several of them have told me of what might be a recent phenomena, that of American Brand images and iconic symbols disappearing from the popular business locations of overseas cities.

On one hand, it could be a very healthy local brand name that displaces a well-known American-named hamburger outlet, for example.

On another hand, it may be a secondary "American-owned-hamburger" brand which replaces the instantly recognizable American signage, and reflects the local language and cultural tastes.

A third possibility is that some American food products are perceived as unhealthy and full of chemicals which are harmful.

A fourth possibility is what might be described as a subconcious boycott of American products due to the unpopularity of the Presidency of Bush, although I have no proof, something like..."guilt by association, let's not shop there."

I am not sure of what it is, but persons I have met who are in contact with foreigners, in foreign locations, tell me the sentiment for the American people is extremely high, the sentiment for American products seems to be dropping off, and the opinion about the American government under Bush is extremely low, even very angry.

The most common question asked by the foreigners is..."If he is so bad, as everybody knows, why do you keep electing him?"

When I asked..."Are American brands and designs visible in the downtown location?"...the answer more often than not is..."No, its like most if not all American brand names are not there anymore."

On the mention of a top-shelf American coffee brand, the response was a revulsive..."No, no, we never get our coffee there!"

Any opinions from the rest of the world?

[Richard Haut]

Ed, there was an article in the British newspaper the Guardian some two or three years ago which I referred to on the forum called "the death of the American brand". (I can't locate the reference at the moment)

I would say that you have it exactly right - and with the correct caveat. Americans - the people - are liked, are popular (in my experience).

the article predicted what you outline. Indeed in the last day I was told about a television advertisement for a "well-known" US hamburger chain broadcast in Australia. Why was it mentioned ? As the friend said: "they must be really worried." I can tell you: they are.

American corporations are worried - and so they should be.

it is a combination of influences, but the main one is that where those in charge lie often enough, then the very credibility of US products and services becomes suspect.

if a soft drinks company says their drink is "frothy", many around the world wonder just what is in the bubbles.

yes, in my experience, what you say is accurate.