Americans associate certain brands with qualities of the United States such as being down-to-earth, a leader, and visionary. Brands seen as embodying these qualities include Coca-Cola, Apple, and the U.S. Air Force. However, different age groups view different brands as best exemplifying American values and traits. Younger generations see brands like Google, Apple, and Disney as most aligned with America, while older generations associate food brands like Kraft, Hershey's, and Oreo most with American identity.
1. They all correlate with the imagery that
consumers associate with the United States.
Americans see America as a down-to-earth
leader and visionary, and they ascribe those
same qualities to these three brands.
Weber Grills
A1 Sauce
Doritos
Budweiser
Ben & Jerry’s
Ball Park
…that winning combination of mounting popularity and trend that
sparks cultural momentum. In particular, Americans have fast-changing
tastes as evidenced by the total upheaval in the last 15 years.
Facebook
iPad
Keurig
iPhone
Groupon
IKEA
Google Glass
Smashburger
Target
Jared Jewelers
Kindle
iPod
Kindle Fire
Design Within Reach
YouTube
Bed Bath & Beyond
Kohl’s
Angry Birds
Starbucks
Juicy Couture
Etsy.com
Nook
Skinny Girl
MiO
Apple TV
THEN NOWVictoria’s Secret
Tommy Hilfiger
Starbucks
Fox Network
Friends
Outback Steakhouse
Pete’s Wicked Ale
Seinfeld
IKEA
Nordic Track
Sega/Sega Genesis
California Pizza Kitchen
Borders Books
Home Shopping Network
Lexus
Rollerblade
The X-Files
Killian’s Irish Red
America Online
Dockers
E.R.
Blockbuster
Rogaine
Nintendo
Barbie
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SOME BRANDS HAVE GOT ‘IT’
Like America, certain brands evoke “leadership” and “independence.” However, consumers’
choices for which brands they think best exemplify these qualities vary by age group.
LET FREEDOM RING What do Apple,
Coca-Cola, and the
U.S. Airforce have
in common?
BFFS
Each brand has its own unique set of
attributes, and as the current most
popular brand in America, Facebook
has a very appealing list: fun, social,
trendy, and innovative as well as down
to earth, making this social network
everyone’s best friend.
America the Beautiful Brand
GOOD OLE BBQ
Baseball is the All-American pastime,
and brands like Ball Park celebrate this
emotional heritage through its hot dogs,
a favorite stadium snack. Guess it's
working, because out of 3,000 brands
that consumers believe are “worth
paying more for,” Ball Park is in the top
Take me
out to the
Ball Game
FOURTH OF JULY
HAPPY
BIRTHDAY,
AMERICA
HOW WELL DO YOU KNOW US BRANDS?
THE BRITISH
ARE UP-AND-
COMING
It is no mere coincidence that BBC America
is the highest-rated “American” brand in
terms of gaining popularity with shows like
“Sherlock” and “Downton Abbey.” Since the
first British colony was formed on American
soil in Jamestown, VA in 1609, Americans
have adored countless elements of British
popular culture, from Harry Potter and
James Bond to The Beatles and Elton John.
Frat
House
vs.
Buckingham
Palace
Reflecting our revolutionary heritage,
Britain thinks we're their wild, rebellious
younger sibling. Meanwhile, American
consumers think of Britain as traditional
and more imperial.
There may be nothing more pervasive in the
American cultural memory when it comes to the
Fourth of July than a barbecue. These brands, which
share the same attributes as Brand USA, make that
cookout truly American.
WE ARE WHAT WE EATWhen it comes to snack time, Americans have a wide variety of brands to pick from. But what
exactly are Americans eating? Check out what snacks Americans are most like, and what snacks
they like the most. These brands show a correlation with America as a brand, and are also most
preferred by consumers.
CHEESE
CHOCOLATE
COOKIES
DESSERT
CHIPS
POPCORN
SOUPS
What the World
Thinks About US
If you asked people across the globe what they thought of the
US, the most common descriptors would be “elitist,” “cutting
edge,” and being a “leader.” Americans, however, also see more
charm and style in our persona.
NORTH AMERICA
CUTTING EDGE
PROUD
TO BE AN
AMERICAN
Americans are more patriotic than
their cousins over the pond.
OUTGOING LEADERSHIP NO-NONSENSE ELITIST
LATIN AMERICA ASIA EUROPE AUSTRALIA
CHIC
5% 2X
Some brands have been able to
connect with their American
consumers by identifying them-
selves with the concept of Ameri-
ca. The top 5 brands that use
“America” or “American” in their
name attempt to channel patriotic
passion for several causes and
forms of entertainment.
2. American Cancer Society
3. American Movie Classics
4. American Heart Association
5. Good Morning America
1. American Red Cross
as many Americans than
Brits believe that their own
country is the best brand
Google
Apple
Coca-Cola
United States
VEVO
Barack Obama
NBC
MILLENNIALS
United States
Disney
Coca-Cola
Google
Microsoft
Crayola
Craftsman
GEN X
United States
National Geographic
UPS
AARP
Coca-Cola
Wal-Mart
Bose
BABY BOOMERS
Kraft
Hershey’s
Oreo
Jell-O
Lay’s
Orville Redenbacher’s
Campbell’s