Indifferent to Brand America

Based on research conducted in the summer of 2005, Chicago branding agency Energy BBDO ranked the “likeability” of 54 globally-marketed brands amongst 13 to 18 years olds from a baker’s dozen of countries, including the United States.

Of the big brands with roots in the USA, just five – Nike, Colgate, Coca-Cola, M&Ms and Kodak – made it into the top ten. Contrast this with ten years ago, when a comparable study conducted by D’Arcy Masius Benton & Bowles discovered near-total supremacy of US brands over the much-desired teen demographic, capturing eight of the top ten “likeability” slots. Read more