Brand America

Countries are the most influential brands in the global market, and there has never been a brand in history as powerful and as controversial as the brand of the United States of America. This brand is associated with youth culture... (Coca-Cola, MTV, jeans), an active lifestyle (Nike sneakers), and technological achievements (Microsoft, Dell, IBM); America is synonymous with freedom of speech (CNN, Time, Newsweek) and wealth (American Express, Merrill Lynch, Goldman Sachs). Of the 100 most popular brands in the world, more than 60 belong to American companies. "Brand America" is the first book on managing the image of an entire country using technologies commonly regarded as tools of commercial organizations. The authors show how skillful use of branding in international relations leads to conquering new markets, and how the cultural values of individual nations win the hearts and minds of millions of people in other countries through well-constructed marketing and communication strategies.