Word: brandsness
(lookup in dictionary)
(lookup stats)
Dates: all
Sort By: most recent first
(reverse)
The natural question: What kind of risks, really, do U.S. brands face abroad? People outside the U.S., and especially in Europe, are increasingly telling pollsters that they no longer like or feel good about familiar U.S. brands, including Coca-Cola, McDonald's, Marlboro and Heinz. A poll of 8,000...
Beyond scattered anecdotal evidence, though, this so-called trust deficit hasn't been reflected in sales. "American brands continue to sell very well in all continents," says Maurice Lévy, chief executive of the big French advertising agency Publicis. "The danger [is] that one day behavior could follow attitudes, and...
Some of America's most iconic brands, including McDonald's and Pepsi, have banded together in an attempt to counter that possibility. The initiative, called Business for Diplomatic Action, was founded a year ago by Keith Reinhard, the chairman of DDB Worldwide, and Thomas Miller, an ex-pollster at NOP...
It's a question firms don't like to talk about in public. One Washington consultant who works with a host of U.S. multinationals says companies are reluctant to discuss the issue because they don't want to appear disloyal. But he adds, "Corporate America is looking at this issue...
Certainly, the days when U.S. brands touted their national heritage in a boastful way are gone. Most companies work hard to give their products local appeal. Take Nike. In Europe and Latin America, rather than pushing Michael Jordan, Nike features soccer stars and other local athletes. Pepsi used to sell...