Marketing Management Case Study

Case Title:

Americanism, Brand America and American Brands

Abstract:
BrandAmerica, which has for a long time been the flag bearer of the brands that originated from the country, has in recent times witnessed a steep downslide.America's foreign policy towards Iraq and Afghanistan, its rejection of Kyoto Protocol, and a wave of corporate scandals resulted in growing anti-American sentiments that began to worry America Inc as it witnessed a backlash against its products. Along with BrandAmerica, American brands also began to feel the heat.

Pedagogical Objectives:

• To understand the localisation efforts of the US based companies
• To discuss the extent to which consumer behaviour would be affected by Brand America's blemished reputation.

Keywords : Macro marketing environment; non-controllable forces; local manufacturers; local culture; Local government intervention in natural resource management; Economic and political environment; Americanism; Brand America; Anti-Americanism; American brands; America’s foreign policy; Brand image; Backlash against brands; Brands & Branding Case Study; Localization efforts; Consumer behavior, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle, New Product Development, Consumer Behavior; Marketing Case Studies, MBA; Marketing Course for MBA Marketing Course Case Map, Course Case Map; Case Map

Contents:

• 'Brand America'- Embroiled in Anti-Americanism
• Embroiled in Anti-Americanism
• War against Anti-Americanism
• Bearing the Brunt?
• Pulls and Pressures