Distrust of US Companies
A Global Market Insite survey of international consumers shows that American foreign policy, viewed as "arrogant and self-interested," is hurting some companies closely associated with brand America, such as American Express, AOL, Starbucks, American Airlines, Marlboro, GM, Exxon Mobil, Chevron/Texaco, Chrysler, Budweiser and McDonald's. The negative view of some American companies is due their aggressiveness and arrogance; their insistence of doing things the American way, because anything different is wrong; and their disrespect for non-US cultures. GMI has also collected data from Chinese and Japanese consumers -- and while Asian consumers aren't as negative about America, their responses do trend with those of Europeans.
America's image is mostly influenced by its foreign policy, including its war on terror and the war in Iraq according to 30% of respondents, while 23% said it was their country's media depiction of America and 17% said it was American music and movies. On distrust of America, 79% said they didn't trust the American government, 50% didn't trust America companies, and 39% didn't trust the American people. America's image and consumer distrust of brand America translates to 20% of consumers from France, Germany, Canada and the UK, avoiding American products.
Other companies, not closely associated with brand America, are view as trustworthy and likeable. These include Kodak, Visa, Kleenex, Gillette, National Geographic and Heinz.
What would be interesting for me, would be what non-US multinationals are percieved by international consumers as being American, and therefore suffer the same decline in trust.
America's image is mostly influenced by its foreign policy, including its war on terror and the war in Iraq according to 30% of respondents, while 23% said it was their country's media depiction of America and 17% said it was American music and movies. On distrust of America, 79% said they didn't trust the American government, 50% didn't trust America companies, and 39% didn't trust the American people. America's image and consumer distrust of brand America translates to 20% of consumers from France, Germany, Canada and the UK, avoiding American products.
Other companies, not closely associated with brand America, are view as trustworthy and likeable. These include Kodak, Visa, Kleenex, Gillette, National Geographic and Heinz.
What would be interesting for me, would be what non-US multinationals are percieved by international consumers as being American, and therefore suffer the same decline in trust.
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