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Brand America: The Mother of All Brands
Published in the United Kingdom by Cyan Books, London, November 2004.
ISBN 1904879020
Q: When is a country like a brand?
A: When it’s the United States of America.
America is more than just a country: it’s the biggest brand in history. Launched as a global brand, managed like a global brand and advertised like a global brand since the Declaration of Independence, America has deliberately marketed itself – as well as its products and culture – with skill, determination and sheer, hardnosed salesmanship.
But today, it’s a brand in trouble. Brand America shows, for the first time in print, how the world’s most successful brand grew to greatness, how close it now is to throwing it all away, and how it might win back those disillusioned 'consumers'.
For anybody who has ever wondered what was the secret behind America’s greatness, and what happens next to the world’s sole superpower, Brand America is essential reading.
It’ll change your mind about brands, about countries and about America for ever.
Just click on the book title above to order from amazon.co.uk.
Click here to download a FREE copy of Chapter 1 of Brand America (pdf).
Enjoyable, informative, and insightful from the first page to the last. This dynamite little book delivers what is perhaps the first truly fresh analysis of the United States and US power in half a century. Can one understand what’s happened to America’s image without reading Brand America? I frankly doubt it.
Ojars Kalnins, director of the Latvian Institute and former ambassador to the United States
[Anholt] advocates branding as an inherently peaceful and humanistic approach to international relations because it is based on competition, choice and consumer power. As such it is closely linked to democratic principles of individual freedom, far more likely to lead to world peace than statecraft based on territory, economic power, ideologies, politics or religion.
John Simmons, The Observer
Anholt and Hildreth are to be congratulated for raising the issue of why Brand America is suffering a strong decline around the world. They trace American history, the values of Brand America and the growth of anti-Americanism, and offer stimulating suggestions for how to repair our broken image.
Philip Kotler, Professor of Marketing, Kellogg School of Management, Northwestern University
