Are Us Brands Losing Their Lustre?

This from Freepress, via Adbusters: consumers are sending “warning signs” to U.S.A. brands, according to Patrick Barrett. He writes that declining honour for American cultural values, exacerbated past times the crisis inwards Iraq, is having a potentially disastrous consequence on the ikon of U.S.A. brands such equally McDonald's, Coca-Cola, Nike as well as Microsoft. This is the determination of a novel worldwide report of consumer attitudes. According to NOP World, the publish of people who similar as well as role U.S.A. branded products has fallen significantly over the past times year, piece brands perceived to hold out non-American convey remained relatively stable. Tom Miller, the managing manager of NOP World, said worsening attitudes to the county's products could harm U.S.A. business.

"It's non similar there's a massive boycott. Instead, it seems to hold out an erosion of support. It's non falling off the facial expression upwardly of the earth, only it is clearly a alert sign for brands."

Surveying the attitudes of 30,000 consumers worldwide, NOP institute the popularity as well as consumption of U.S.A. products had declined for the kickoff fourth dimension since the interrogation programme was launched inwards 1998. Until 2002, brands such equally McDonald's as well as Coca-Cola were notching upwardly good for you lot annual increase inwards damage of role as well as familiarity inwards international markets. However, final twelvemonth NOP discovered that the increase inwards popularity of all major consumer brands - including those from Europe as well as Asia - had stalled. Over the past times 12 months the positive tendency has gone into reverse, amongst U.S.A. products hardest hit. The publish of non-American consumers who "trust" Coca-Cola had fallen from 55% to 52%, piece McDonald's rating had slipped from 36% to 33%, Nike's from 56% to 53% as well as Microsoft had fallen from 45% to 39%. The full publish of consumers worldwide who "use" U.S.A. brands was institute to convey fallen from 30% to 27%, piece non-American brands remained stable at 24%.

wonders how the survey distinguishes betwixt a spend upwardly inwards construct popularity which is caused past times a construct beingness American as well as a spend upwardly caused past times wellness or investment concerns.

Politicisation of brands here, here and here
More on construct surveys here and here