America: The Brand

Hello,

I recently read an article in Businessweek about the World Economic Forum's annual Global Competitiveness Index. The Global Competitive Index uses statistics and a survey of 11,000 business executives worldwide. The United States were ranked sixth behind Switzerland, Finland, Sweden, Denmark, and Singapore, dropping 6 places from 2005. With the sub-par response to Hurricane Katrina coupled with the inertia surrounding the Iraq War, it seems that the Brand known as America is a falling star.

This brings me to my point: If Brand America continues its recession beyond the end of President Bush's term, should consumer brands that characterize themselves as slices of the proverbial American pie distance themselves from being American? In other words, would it be ok if global brands such as Nike, Coke, and Gap renounced the values that made them what they are today in order to appease the rest of the world?

Dearest bloggers, pray tell, how do you feel about this?

Until next time,
Ryan Chung