Survey: American Brands Losing Prestige

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Leading American brands like Coca Cola, Disney and McDonalds, have an image problem, according to a new survey. American companies seem to have lost some prestige the United States began the war in Iraq.


You always hear that things go better with Coke or Disney or McDonald's but all those big names may need to make over their image. A new survey finds that US brands are losing prestige around the world.

Mr. CARY SILVERS (Vice President, GFK NOP): The likability factor of certain US brands is relatively flat compared to that of other brands coming from other countries.

STAMBERG: That's Cary Silvers, vice president of the global research company GFK NOP. They surveyed consumers in 30 countries.

Mr. SILVERS: What we're seeing is an overall leveling of the playing field, where US brands might have held a dominant position in one time or another and that time seems to be dissipating.

STAMBERG: Mr. Silvers believes the erosion of America's corporate image has two causes: a more competitive global marketplace and negative perception abroad about US values and policies. Some American companies, like Google and Ford, did make good impressions. They're seen in the same positive light as non-American companies, like Samsung and Panasonic. Researcher Cary Silvers says American firms need to focus on innovation and creativity and also understanding local markets, rather than worrying about the competition.

This is MORNING EDITION from NPR News. I'm Susan Stamberg.

STEVE INSKEEP (Host): And I'm Steve Inskeep.

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