US brands stronger or weaker?

MSNBC and Forbes take the high road and proclaim Us Brands still going strong while the Daily Herald says that a survey shows; "30,000 consumers in 30 major economies found that those who felt an increasing alienation from American culture were also likely to report a growing disinclination to eat at McDonald's, or to buy Nike shoes."

Zaman Daily reports that Turkish consumers are shunning US brands, based on The Roper Report 2003, from RoperASW (NYC). Down in SouthAfrica, IOL read the ropert report with interest and concluded that american brands are indeed slipping. Or showing no change at all on the brand-power index, like Coca-Cola and American Express.
Back in april The Guardian ran an article warning about 'flag waving' ads, saying that Advertising agencies in the UK warned clients in the UK and US to play down the nationality.

Meanwhile, Chevy Chase stars in a commercial for Turkeys brand Cola Turka. Much like Mecca Cola in france, Zam Zam Cola from Iran (also sold in Denmark)and Qibla Cola in Britain, this cola is marketed as a political statement alternative to Coca-Cola .

the Chase commercial as described on Canada.com;

In the commercial, a cowboy who introduces Cola Turka to Chevy Chase holds Islamic praying beads and passionately talks about the Turkish soccer league champion Besiktas.

At the end of the commercial, Chase grows a mustache - a trademark of Turkish men - and his family begin singing a popular nationalist march in Turkish after drinking Cola Turka. His children kiss the hands of grandparents in respect for a Turkish tradition when they leave the house and his wife pours a bucket of water into the street behind their car to make sure their trip is safe and easy like the flow of water - another Turkish tradition.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (4)

  • tlevitz's picture
    tlevitz

    while mom an' apple pie is a time honored tradition, is it not common sense to play on universal appeals when marketing internationally -- especially in places where where not everyone harbors the "wanna be like Americans" fantasy?

    I find excessive flag-waving abroad to be arrogant and offensive even in the best of times (and at home -- it goes from tugging at the heartstrings straight to cheap and easy ploy)...

    but, by and large, American product ubiquity is such that a backlash in some nations is no more than a fly nipping at the flanks of global marketeers... when have we ever cared about anyone's opinions anyway?

    Jul 27, 2003
  • anonymous's picture
    anonymous

    The american dream - used to be a easy sell. These days when the mantra global-local has seeped into nearly every culture, strategies that take advantages of their local status are more succesful. Supporting their own community/country is important to people worldwide - they know buying a local soda keeps locals employed.. They forget that buying a locally tapped Coca Cola does the same thing.

    Jul 29, 2003

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