Brand USA: Tarnished?
- Topics:
- Brand Management
- Tags:
- Advertisement,
- Brand,
- Branding,
- Interbrand,
- Marketing
- Source:
- Interbrand
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Overview: The US is a particularly nebulous challenge for branding, paradoxical in its ability to appeal and divide at the same time. For many, America stands for opportunity and the good life, even while US foreign policy continues to frustrate and confound. The goal of the advertisements was to emphasize "those things" which we have in common. Every brand needs to demonstrate a tangible benefit to the consumer. These advertisements convey no benefit to the consumer of the American brand living in the Arab states. If America were inviting people to live in the States, that would be different, but while these ads were aired on television, we were receiving news of Arabs being rounded up in San Francisco.
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Format: HTML | Date: Feb 2003 | Pages: 1
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