Al Ries on Brands and Branding | Corporate Interviews

Executive Interviews

on Leadership

on Change Management

on Global Strategy

on Corporate Entrepreneurship

on Multicultural Teams

on Family Business

on Strategy Execution

on Collaboration

Executive Interviews: Interview with Al Ries on Brands and Branding
August 2006 - By Dr. Nagendra V Chowdary

Al Ries
Al Ries Chairman of Ries,
an Atlanta-based marketing strategy firm

In the backdrop of rising backlash against Americas international policies, has America Inc., brand tarnished? And, do you think some of this anti Americanism is rubbing off the American brands on the wrong side? Do you see any potential threat therefore for the American brands operating globally?
Sure. Its a worldwide problem. Every American brand has been hurt. However, theres a difference between "liking" a country and "respecting" a country.
After World War II, America was flooded with imported cars from its enemies (Germany and Japan) and its allies (UK and France)

And, Americans buy 50 times as many automobiles from Germany and Japan as they do from the UK and France.

Why? Because Americans respect the technology leadership of the Germans and the Japanese even though they may not like the countries.

America is too big to ever be liked by most people around the world. The best they can hope for is to be respected.

1. The Multi-Branding Strategy Case Study
2. ICMR Case Collection
3. Case Study Volumes

Reated Case Studies

The Interview was conducted by Dr. Nagendra V Chowdary, Consulting Editor, Effective Executive and Dean, IBSCDC, Hyderabad.

This Interview was originally published in Effective Executive, IUP, August 2006.

Copyright © August 2006, IBSCDC No part of this publication may be copied, reproduced or distributed, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or medium electronic, mechanical, photocopying, recording, or otherwise without the permission of IBSCDC.

Previous 1 2 3 4

Business Case Studies, Organizational Behavior Case Study, Strategy, Competitive Strategies Case Studies

IBS Case Development Centre

Asia-Pacific's Largest Repository of Management Case Studies

Interview with Al Ries on Brands and Branding