Innovation-美国品牌报告：“美国第一”对品牌意味着什么？（英文版）.pdfVIP

Brand America What does “America First” mean for brands? INTRODUCTION J. Walter Thompson commissioned a survey involving 500 people each Introduction from China, India, Mexico, Russia, the United Kingdom and the United States (for a total of 3,000 respondents). 40% or more of respondents from Mexico, Russia and the United Kingdom—all countries which have been directly affected by the first Last year’s presidential election raised months of the Trump administration—have a negative view of America, profound questions about America and its directly linked to the events of the past year and mostly driven by the actions of the US government. relationship with the wider world. However, China and India have a much more positive outlook: 90% of Indian respondents view the United States very or somewhat positively. How is America now perceived abroad? What By contrast, only 83% of Americans hold a positive view of their own about American brands? With talk of travel country. bans, building walls, and “America first,” is But while the reputat