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Case Title:

Americanism, Brand America and American Brands

Publication Month and Year :  July 2009

Authors: Gayatri, Phani Madhav

Industry:  Automobile

Region: US

Case Code:  MM0015

Teaching Note: Not Available

Structured Assignment: Not Available


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


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

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