Item description for Brand America: The Mother of All Brands (Great Brand Stories series) by Simon Anholt...
Offering a different, but significant, perspective on how America shapes the world, this book describes the ways in which America has become the largest and most powerful brand in the global marketplace. The three most profitable business sectors---entertainment, merchant banking, and information technology---are discussed along with the positive branding attributes that America has in abundance, including sporting prowess, technological achievement, wealth, and definitive youth lifestyle.
Each title in this series features an in-depth, biographical look at one of today's top brands, such as Guinness, Adidas, and Starbucks. The brands included have all established themselves not only as financial successes but also as cultural icons. The storytelling style and eye-catching design of the books make learning about these innovative brands stimulating and enjoyable.
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Est. Packaging Dimensions: Length: 6.69" Width: 5.04" Height: 0.79" Weight: 0.22 lbs.
Release Date Apr 1, 2005
Publisher Cyan Communications
ISBN 1904879020 ISBN13 9781904879022
Availability 0 units.
More About Simon Anholt
Simon Anholt is one of the world's leading specialists in creating brand strategies for countries and regions. He has advised the governments of the United Kingdom, Switzerland, Croatia, New Zealand, among others, as well as the Goethe Institute, World Bank, United Nations and many other organizations, on brand development and public diplomacy.
Reviews - What do customers think about Brand America: The Mother of All Brands (Great Brand Stories series)?
Brand America Oct 16, 2007
The themes of Brand America are related to the question President Bush asked after 9/11: Why do they hate us? Since its inception, America has marketed itself and its culture as a brand. Looked at that way, America is the world's most powerful brand. Yet in recent years, as America's popularity has plummeted all over the globe, it is evident that this power has declined.
Brand America traces how America's brand became powerful, how it declined, and how it might strengthen again. Much of the suggestions are common sense, and are just good marketing. For example, good companies market a good product rather than dressing up a campaign for a crappy product no one wants. The U.S. has done the latter in recent years as the government has been unresponsive to any outside input, that is, the market.
Few people are aware of it, but the Smith-Mundt Act, passed in the 1940s, prohibits the government from exposing its citizens to its international propaganda. While this act has had hits value, it keeps the citizenry in the dark about what our government is doing abroad. Now, anyone can view this information on the internet, but the fact remains that no matter who is at fault, the American public has been relatively uninformed about and uninvolved in international diplomacy.
The authors do not take the "to know us is to love us" position that some mass communication scholars have, as they appear unimpressed by programs like Charlotte Beers' Shared Values Initiative.
There are many more concepts in this book on how America as a brand can and should handle itself, many of which are thought- and conversation-provoking. This book certainly would be a beneficial read to anyone the slightest bit interested in America's place in the world.