Anti-Americanism and the implications for marketing

Tom Woodnutt and Fiona Jack

Tom Woodnutt and Fiona Jack contend that opinions of America are at an all-time low. So what are the implications for American brands? This paper discusses research in the UK amongst consumers, planners and others which found that people make a distinction between America and American brands, but this is no cause for complacency.

Anti-Americanism and the implications for marketing

Tom Woodnutt Green Light InternationalFiona Jack Green Light International

According to the Pew Global Attitudes Survey from March 2003, favourable views of the US have dropped 27% since mid-2002 [1]. In February 2003, more than a million people took to the streets of London , protesting against the US-led war in Iraq , accompanied by a further six million people in 600 cities throughout the world [2]. Some sources also suggest that this discontent is affecting the...

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