Brand America at the crossroads

In this perceptive article, Anholt examines the changing status of brand America and how its once desirable image and values have become tarnished in the eyes of the world outside the US.

Brand America At The Crossroads

Simon Anholt Placebrands

Lots of things are called brands these days. Department stores are brands, companies and universities are brands, singers, sports stars and politicians are brands. Even political parties, religions, cities and nations sometimes are described as brands.

What people usually mean is that these places, people and organisations have found that their reputation is important to them. Because they suffer when it is negative and they profit when it is positive, they make some attempt to control it. Just like products in a supermarket, those...

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