Consumers across the globe have a love-hate relationship with the US but recent developments including the melamine scare in China, could bolster American products, particularly in the food sector, suggests the author of the report, Daphne Kasriel.
She said that recent surveys consistently indicated that top US brands no longer ticke all the boxes with global consumers.
Coca-Cola, McDonald's and Nike for example, all suffered year-on-year declines in their “likeability” in 2007, particularly amongst consumers in developing Asian markets, according to a survey by market research firm GfK Roper Consulting .
However, Kasriel added: “Barack Obama's election has built up a groundswell of goodwill across the globe that might see Brand America topping the polls as the consumer's favorite.”
Other key issues that seem to act in favor of American brands include trust, luxury and social responsibility.
Kasriel said: “In China trust in US consumer brands is at a record high due to recent domestic product scares, such as the contaminated milk scandal.”
The concern follows the death of four infants in China linked to consuming baby milk contaminated with melamine, which has had implications for the food industry across the globe.
And according to the managing director of China Market Research Group, consumers feel the US offers better quality control so “the ‘Made in America' label is still very powerful”.
Trusted brands
In the Euromonitor report, Kellogg's was highlighted as an example of a company which offers trusted products that transcend anti-American sentiment.
A 2008 Reader's Digest survey found that there is a perceived wholesomeness about Kellogg's, which is considered the most trusted brand of breakfast cereal in ten European countries, including France and Germany.
Similarly, Kasriel said that luxury goods always seem to find a market, despite their origin.
She said: “One company that's happy to trade on its American identity is Hersey's, as consumer qualms don't seem to extend to the confectionary industry.”
However, chocolate is still mainly regarded as a gift product in China and one expert believes that Hershey's traditional brown and silver paper packaging would need to be adapted to something more luxurious to be successful in China.
Kasriel also said that people expect more social responsibility of global companies than they do of local firms.
She added: “They're ready to vote with their cheque books if they feel companies are falling short in areas of public health, worker rights, and the environment.
“Companies such as Hershey's, which have a tradition of charitable giving, can up their profile in overseas markets by goodwill marketing, without raising cynical eyebrows.”