Breaking News

U.S. Brands Lose Share

November 14, 2005

There is a growing threat to the appeal of U.S. brands as a result of recent tensions and shifting attitudes towards American culture, according to New York-based RoperASW’s Roper Reports 2003 Worldwide study in 30 countries. There has been a broad increase in the number of global consumers who feel distant to American culture with an average jump of 2% from 1999. The strongest increases were in Argentina (74%), Thailand (60%), France (50%) and Taiwan (49%).
Sixty-six percent of global consumers now feel closer to their own culture, up 5% from 1999. “Closeness” to local culture rose the most in Venezuela (84%), Turkey (78%), Indonesia (73%), Australia (70%) and Japan (52%). Additionally, in measuring the market strength (familiarity, likeability, usage) of nearly 40 leading brands from across the globe, the study found only one U.S. brand improving its rating this year versus nine non-American brands.
While corporate misconduct is not unique to the U.S., a significant number of high-profile scandals have recently put America in the spotlight. In fact, in ranking the trust-level of leading companies worldwide, the study found American organizations dominated the bottom of the list.

l
blog comments powered by Disqus
  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • What’s New at La Prairie?

    What’s New at La Prairie?

    Melissa Meisel, Associate Editor||April 25, 2016
    VP of marketing shares the latest buzz with Happi.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • Bite Now

    Bite Now

    Christine Esposito, Associate Editor||May 2, 2016
    Is the time finally right for beauty-from-within to move into the mainstream?

  • Boxed Out?

    Boxed Out?

    Tom Branna, Editorial Director||May 2, 2016
    Salon sales outpace mass-market results in the highly competitive, highly fashionable and yes, highly-colorful hair color cat

  • That’s Awesome!

    That’s Awesome!

    May 2, 2016
    Extracts & Ingredients highlights the newest ideas in efficacious oils for the personal care market.