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This question has been closed, and points have been awarded.
What Is America's Brand?
Posted By: SteveByrneBranding on 11/8/2004 6:26 PM (CST) 500 Points
If you were writing a marketing brief for America, how would you describe her brand? Position her relative to the competition?

Posted by: gavin.dowling* Accepted Answer
11/8/2004 7:43 PM (CST)
A heady concoction of wonder, hope, confidence, power, dreams, glitz, energy, diversity, arrogance, fear, fun, brashness...

America is so many things, but most people throughout the world HAVE an opinion of Brand USA Inc. Most would disagree with the employees (citizens) of Brand USA Inc. - who are a loyal bunch, even if the values of the brand have passed them by.

Many non-Americans are both intoxicated by the brand and in some ways uncomfortable with it - because of the swagger that goes with it? Because of the military / political / economic arrogance? But...most of us buy the brand - the products, the language, the movies, the hope and the ideals of freedom at whatever cost.

The many educated Europeans (and other Westerners) I have spoken to on this subject regret the influence of the American brand / culture on the world, even if they actually buy into it to some degree. The many less educated Brits, Aussies, Latin Americans that I have observed are much more brand loyal to Brand USA - just have a look in the American-style malls, the TV, the products they consume, clothes they wear, values they hold dear. So, what am I saying? I think what I'm saying is that intellectuals (those who ask big questions, discuss, investigage etc.) have mixed feelings about Brand USA, while the rest (the majority I suppose) are sold on the brand.

Competition? Not a lot. Only the local cultures, most of which have to fight very hard against Brand USA.

 
Posted by: Peter (henna gaijin) Accepted Answer
11/8/2004 8:16 PM (CST)
Well, before we could do this, it would be best to know the target market? Are you looking at America as a tourism location, as a place for business investment, etc. For each area, there would be different strengths and weaknesses and different competition.
 
Posted by: SteveByrneBranding Author Response
11/8/2004 8:21 PM (CST)
Thanks for your response Gavin, great to get POV from outside the USA, hoping for more.

Living here, especially in Southern California, can really bend my perceptions of home. When I think of America’s brand, I think of freedom. As for competitors on the horizon – EU, India, China …

Anybody else …
 
Posted by: SteveByrneBranding Author Response
11/8/2004 8:33 PM (CST)
Hi Peter, it’s really a “just for fun” question for people to respond to anyway they like. I was thinking in terms of brand perception by America’s customers (if America was a person how would you describe her?) How is America’s brand perceived relative to the EU’s brand and the like.
 
Posted by: Michele Accepted Answer
11/9/2004 2:31 AM (CST)
A perception from an emerging market in the South.

I think we have a love-hate relationship with America.

On the one hand - global imperialist tendencies, arrogance, ignorance of all things non-American.

On the other hand, we are impressed with American financial performance (relative income per capita).

Right now, feeling very over exposed toward all things American after the bombardment of the American elections. Received more press coverage than our local elections did here.

A brilliant article, Jihad vs. McWorld by Benjamin R Barber (Atlantic monthly, March 1992) spells out the key issues. Really worth reading.

Michele.
 
Posted by: turqiz Accepted Answer
11/9/2004 2:33 AM (CST)
If your target market is citizens - than, the brand's promise is - "make a great living - if you are willing to make an effort - it would be worth it, financially".

If you target market is international politics - brand promise would be to be a "forcefull mediator" (note the contradiction - but it is so).

Industry wize - I think that the most noticeable - at least to foreiners - would be fast food and soft drinks.
 
Posted by: vin20k* Accepted Answer
11/9/2004 3:16 AM (CST)
As far as my opinion goes the entire America can be defined as:Macdonalds+Levi's+Nike+Love hate relationship+Feeling of superiority for them selves and of inferiority for entire world.
What I mean to say is that Americans always want to be ahead of rest of the world in every possible aspect.
Hence the brand can be -Americans "stay ahead".
The Question What is America's brand is a bit ambiguious question,it does not mention about the aspect about which the brand is going to be related.
In business sense brand america could be having a mascot of a bull and may have a wording "always like this" associated with it to emphasize the strong economic condition of the country.
 
Posted by: SRyan ;] Accepted Answer
11/9/2004 3:51 AM (CST)
Hi, Steve...

Since this is just for fun, I recommend that you (no, EVERYONE reading this) buy or rent the Eddie Izzard video "Dress to Kill."

Eddie is a brilliant British comic, and his routine in this show spares no country, including America. I find myself remembering and laughing about key lines in my head more often than I care to admit.

Go, Scooby Doo!

- Shelley

ps. Don't let the tranvestite garb sway you!
 
Posted by: Ricky Accepted Answer
11/9/2004 3:56 AM (CST)
I think Gavin's response is on the money.

The person responsible for the brand "USA" in Italy is without a doubt the late Alberto Sordi, with his movie "Un Americano a Roma" (an American in Rome) from the 1950s. In it, he is so enamoured by American culture that he tries to become American, shunning all that is Italian, dreaming of Kansas City (?!) and dressing like an American police officer. He does it so over-the-top that it's hilarious, speaking only a few words of "American" (To American tourists in Rome, asking for directions, he says "Allright, allright!").

He succeeds at convincing everyone he's American until one day he finds himself at lunch in front of a plate of spaghetti. The question is, will he eat the spaghetti or the American hamburger? The famous line, in Roman dialect, is:

"Spaghetto, m'hai provocato. Mo te magno".

Meaning, "Spaghetti, now you've provoked me. I'm going to have to eat you." And shows that he has Italian taste, but American assertiveness.

Although the movie was made in the 1950s, the American love-hate sentiment is still alive in Italy today. Italians love brand USA, but don't necessarily believe in the brand promise.
 
Posted by: mocando Accepted Answer
11/9/2004 9:17 AM (CST)
I think George W. Bush said it best. "We stand for things." I guess you can interpret that however you want – from the best we have to offer to the worst. Most of the other posters have given very good examples of each.
 
Posted by: SteveByrneBranding Author Response
11/9/2004 3:20 PM (CST)
Interesting variety so far with some overlapping themes –

Love/hate, financial opportunity, fast food society

Michele – thanks for thoughtful input and article recommend. Wonder how much the international media drove American election overkill – and why?

Turqiz – “forceful mediator” is interesting branding

Vin20k – “stay ahead” rings true of America

Shelley – recall getting a laugh from Izzard on cable last summer

Ricky – “An American in Rome” I’ll look for this -- sounds good.

Mocando – “We Stand for Things” lol

Thanks to everyone for participating, no reason to close, I’ll leave open for a while

- Steve
 
Posted by: nicko* Accepted Answer
11/9/2004 10:32 PM (CST)
OK here's the perspective from "Down Under".

The american brand:

Powerful, pervasive, wealthy, polarised, fundamentalist, generous, aggressive, blue-chip, pre-eminant.

Remember, George Bush described us as one of the "closest of allies". o this assesment comes from the more positive end of the spectrum

nicko
 
Posted by: Frances* Accepted Answer
11/10/2004 3:03 PM (CST)
My perception from S Africa: The America brand is not what it used to be.

When I was little (long ago!), America used to be a very strong, seamless brand - a brand that stood for freedom, ambition, fun and tolerance. It was Disneyland, the Liberty Bell, and I even had one of those tacky copies of the Declaration of Independance - plus there were Levi Jeans and Oreo cookies.

Now, even my young nephews are cynical about America. The media around the elections (which, as Michele points out, was very pervasive) exposed that there are conflicts in America . With the president's speeches and films like Farenheit 9/11, we get conflicting messages about this brand. Also, now that the world is global and it's a lot easier for us to buy American brands, even the youth doesn't value these like they used to.

When MacDonalds first came to this country over 10 years ago, there were queues all down the street. Now, it's seen as a cheap meal - nothing more, nothing less. (I know there's a marketing person from MacDonalds who would disagree!)

I would argue that in SA, the main part of Brand America that continues to be aspirational is African-American culture...

Is America a brand in crisis? No, but it is a lot more fragmented that it has been for a long time...
 
Posted by: SteveByrneBranding Author Response
11/10/2004 3:23 PM (CST)
Thanks for your input Nicko and Frances.

For me the Liberty Bell is definitely a nice symbol for what’s great about America – a brand that is about hope and aspirations for people.

“is America a brand in crisis?” interesting … I think there’s some truth in this, certainly this thread has revealed changes in perceptions of America. any comments from others …

Also, here’s link to open related question asked by aks.

Nation as a brand
http://www.marketingprofs.com/ea/qst_question.asp?qstID=3907
 
Posted by: jstiles* Accepted Answer
11/10/2004 4:35 PM (CST)
My two-cents:

Logo= Flag
Tag = Home of the free
Image = Industry leader with market arrogance but very capable when incented.
 
Posted by: Mushfique Manzoor Accepted Answer
11/13/2004 5:58 AM (CST)
hi SteveB

America's Brand from various point of view (no pun intended to anyone)

for students
"The Mecca of Higher Learning, Land of MIT, Havard"

for International Relations/Politics
"The Biased Mediator"
"The Hegemonistic SuperPower"
"The Arrogant Neo-Colonial SuperPower"

For Unsuccessful Democracy Struggles
"Partners of Autrocracy"

This specially is true as long as the Autocracy serves the purpose of US. when purpose served, the fate of the autocrate is Manuel Noriega (remember the Panamanian General !!)

for aspiring migrants
"The Land of Dreams"
 
Posted by: mgoodman Accepted Answer
11/13/2004 6:39 PM (CST)
I like "The Land of Dreams" as the aspect of the US I'd feature. We Americans suffer from a lot of well-deserved negative associations ... arrogance, bigotry, etc. But we are still a land of dreams for millions and millions of citizens, residents, and aspiring immigrants.

We have a positive story to tell that integrates the freedom, education and wealth aspects. Americans can still dream about personal success and fulfillment, about reaching for the stars and coming closer than they could anywhere else on earth. The US is a land of dreams.

If I were trying to position the US for a very broad audience -- domestic and around the world -- I'd build on the "Land of Dreams" approach. Done right, each person can read into that whatever he/she wishes. And it sidesteps all the negative stuff without denying their existence.

If you apply the typical tests for a good positioning statement, it passes: truthful, important, benefit-oriented, competitive (in that it suggests that other places make it harder to realize your dreams), singleminded, etc.
 
Posted by: AndrewS Accepted Answer
11/14/2004 2:32 PM (CST)
I have just been reading an interesting article about the downfall of the brands of the US since the re-election of Bush.

Apparently a recent survey by GMI World Poll shows that because of the war in Iraq, some 20 percent of consumers outside the US will avoid American Brands!
Could be worrying 4 years for American Brands!
http://www.worldpoll.com/press_room_wppk_pr_10212004.phtml
 
Posted by: mac504 Accepted Answer
11/15/2004 5:20 PM (CST)
The america brand means different things to different people.Mostly as a bad product wrapped up in good packaging.
 
Posted by: gavin.dowling* Accepted Answer
11/15/2004 6:17 PM (CST)
I disagree with mac504. I think it's essentially a good product in bad packaging - not the other way round!

If the "product" is dreams, freedom, liberty etc. then it's almost universally regarded as worth defending / aspiring to. However, it's the way it's sold to the people (both within and outside of the USA) that is less than wholesome at times.

Freedom at whatever the cost is rather self-defeating...

Lots of interesting ideas floating around. I highly recommend a book called What We Think of America. It's the UK-published Granta magazine (in book form) and it's number 77. See granta.com - fascinating insights into how the world sees the USA.

Gavin
 
Posted by: SteveByrneBranding Author Response
11/15/2004 6:39 PM (CST)
I see it that way too Gavin – dreams, freedom, liberty -- core emotional elements at the heart of America’s brand. I’ll leave this open for couple of days before closing with final comments.

Thanks again to all who have contributed,

- Steve
 
Posted by: SteveByrneBranding Author Response
11/17/2004 6:40 PM (CST)
Jim – succinct, the American flag really is a brand logo around the world

Mushfique – interesting take by different categories

Michael – nice summary, the good and the bad, I like the “land of dreams” branding and pretty much agree with your take on things here

Andrew – thanks for the survey info, interesting purchasing behavior change

Mac504 – thanks for input (can count on you for the bold statement)


I learned something more about America’s brand – including American’s have a brand they can be grateful for, and American’s brand could be improved if American’s had a better understanding of the global communities’ perceptions and needs.

Thanks to everyone,

- Steve
 


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