Iconic US Brands Downplay American Roots in Marketing Abroad

Iconic US Brands Downplay American Roots in Marketing Abroad

Major U.S. brands have refocused their marketing efforts abroad, choosing to emphasize their local production and employees to distance themselves from America and President Donald Trump’s policies, the Wall Street Journal reported on Saturday. According to a Pew Research Survey published in June, roughly 59% of French, 66% of Germans and 79% of Swedes view the U.S. unfavorably. U.S. companies have had to battle the negative perception by highli…

Big Brands Play Down Their Americanness Abroad

Coca-Cola, McDonald’s, Procter & Gamble have all launched ad campaigns stressing their local ties in Europe this year.