Trump Aside, We’re Still In Love With American Brands Says JWT Study

Trump Aside, We’re Still In Love With American Brands Says JWT Study
SHARE
THIS



A new study by J. Walter. Thompson (JWT) in the US has found America might be on the nose under Donald Trump, but we’re all still in love with American brands.

The study, titled ‘Brand America’, researched global attitudes towards the US under the current administration are nuanced.

More than 40 per cent of respondents from Mexico, Russia and the UK have a negative view of America, directly linked to the events of the past year and mostly riven by the actions of the US government.

However, 90 per cent of Indian respondents view the US very or somewhat positively – higher, even, than the 83 per cent of Americans who hold a positive view of their own country

Despite concerns about ‘Brand America’, approval ratings of US brands range from 78 per cent in the UK to 93 per cent in India and China – again, higher than US respondent, whose approval rate of American brands is 90 per cent. These figures are little changed since 2012, suggesting that consumers at home and abroad distinguish between ‘Brand America’ and American brands.

Only 15 per cent of respondents say it matters whether a brand comes from a country of which they think highly.

Terms most readily associated with American brands are ‘quality’, ‘innovative’ and ‘expensive’, mentioned by 55 per cent, 51 per cent and 46 per cent of respondents, respectively. Biggest drivers of brand affinity across all respondents are ‘quality’, ‘trustworthiness’ and ‘familiarity’.

Apple, Coca-Cola, Ford, McDonald’s, Microsoft and Nike were the first American brands that sprang to respondents’ minds.

How brands behave – and their social conscience, especially – is a key concern amongst respondents. Some 40 per cent of respondents want a brand that values its customers; 22 per cent want a brand that does good in the world; and 19 per cent want a brand that cares about more than just making money.

Respondents’ understanding of where American brands are from is nuanced, however – in part due to national partnerships and / or national product variation, demonstrating a weakening of the notion of brands having a national identity.

When asked, 31 per cent of Indian respondents think Ford is American; 40 per cent of Chinese respondents think Facebook is American; 59 per cent of Britons think amazon is American; 63 per cent of Mexicans think Coca-Cola is Russian. And 62 per cent of Americans think Apple is American.

Moving forward, American brands should be ambitious – by being good to become great, rather than simply focusing on being big, JWT advises. They should provide leadership. They should think local. They should be honest and transparent. And they should focus on emotion and experience.

Those American brands that acknowledge the interconnectivity of brands and consumers across national borders and behave in a way that recognises we are all tied together are more likely to be more people-orientated and so successful, the report also suggests.

Tamara Ingram, JWT’s CEO, said, “Thought leadership, and insight, are at the core of J. Walter Thompson’s DNA. We constantly strive to understand change, in culture, and in consumers, and what impact this will have on brands. America the brand is undergoing a critical shift on a global stage right now and we were wanted to understand how these changes were impacting it’s stable of global powerhouse brands. Our insight? America’s brands continue to endure, though they may need to evolve. I’m thrilled to unveil this groundbreaking piece of JWT research.”

Worldwide director of The Innovation Group (JWT’s research and innovation unit), Lucie Greene, added, “Since our study The Political Consumer that we released prior to the US election, we’ve been examining the changing relationship between consumers, brands and the political situation. We headlines appearing about the US, and it’s reputation as a global thought leader evolving in this controversial administration, we wanted to explore how much this was affecting American brands. And further, examine the role of US brands internationally, their origins and values, and how that should change in future. We’re excited to unveil this study with an original global survey of several international markets.”

Publication of the Brand America report follows indications of a marked change in attitudes towards America in recent months.

The number of international visitors to the US in the first quarter of 2017 fell by 4.2 per cent- or 700,000 people – year on year, according to latest figures released by the United States Department of Commerce.

The fall equates to a loss of $US2.7 billion in spending, according to Oxford Economics.

While 64 per cent of respondents expressed confidence in Barack Obama doing the right thing in world affairs during the final year of his presidency, 22 per cent of respondents expressed confidence in Donald Trump, according to Pew Research Center’s annual Global Attitudes survey conducted in 37 countries in spring 2017.

Multiple studies have demonstrated that confidence is closely related to consumer spending.

Please login with linkedin to comment

J Walter Thompson

Latest News

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]