Countries are among the most powerful brands on the
global marketplace. Love it or loathe it, never has
there been a bigger or stronger brand than the United
States of America. More than any other country, America
has been blessed with a huge range of positive brand
attributes. The country is associated with the
definitive youth lifestyle (Coke, MTV, Levi s); with
sporting prowess (Nike, NBA, Timberland); and with
technological supermacy (Microsoft, Dell, IBM). America
is well-informed (CNN, Time, Newsweek) and, naturally,
wealthy (American Express, Merrill Lynch, Goldman
Sachs). Of the top 100 international brands, 64 of them
are American-owned. The core of America s potency lies
in it being the country of origin for the world s three
most valuable and profitable business sectors:
entertainment, merchant banking and IT. This makes
America the world s most powerful public domain brand.
American brands simply hitch themselves onto this
powerful national brand, and a cultural and commercial
trail is instantly blazed for them around the world.
This book traces American history up to and including
Obama, the values of Brand America and the growth of
anti-Americanism. America is truly the greatest branding
story of them all, and this fully updated book tells it
for the first time.
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