Brands have long been one of the United States’ most powerful economic and cultural exports. But the world they do business in is changing: In India, Brazil, Canada and six other countries around the world, consumers are less likely to trust or buy a brand they perceive as American than one they view as international or local.
That’s one of the major findings in Brand America 2025, an Ipsos report that reveals the challenges American businesses face in international markets and also offers advice on the path to winning global audiences over again.
“Iconic U.S. brands have long enjoyed global approval — but in a tense political climate, their national identity cuts both ways,” said Clifford Young, President of Polling and Societal Trends, Ipsos U.S. Public Affairs. “Understanding how the world views the New America, and how those perceptions vary from market to market, is absolutely critical.”
The survey, which gathered responses in the U.S. and nine other countries, finds that brands identified as “American” suffer an average 20-point drop in both purchase intention and trust among international shoppers.
“In our current environment, some U.S. brands are facing perceptual headwinds in global markets,” said Chris Murphy, president and Global Lead of Ipsos’ Market and Brand Strategy. “This doesn’t mean we need to panic. But we do need to quickly calibrate the likely behavioral impact of the shifting attitudes we are observing. There will be cases where leaders will need to make local adjustments to ensure their brands thrive.”
Click here for more on the study and the brands most associated with America – Apple, Coca-Cola, Ford and Nike — across markets.
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Honoring a Legacy: How Smith & Son Jewelers Exceeded Every Goal With Wilkerson
When Andrew Smith decided to close the Springfield, Massachusetts location of Smith & Son Jewelers, the decision came down to family. His father was retiring after 72 years in the business, and Andrew wanted to spend more time with his children and soon-to-arrive grandchildren.
For this fourth-generation jeweler whose great-grandfather founded the company in 1918, closing the 107-year-old Springfield location required the right partner. Smith chose Wilkerson, and the experience exceeded expectations from start to finish.
"Everything they told me was 100% true," Smith says. "The ease and use of all their tools was wonderful."
The consultants' knowledge and expertise proved invaluable. Smith and his father set their own financial goal, but Wilkerson proposed three more ambitious targets. "We thought we would never make it," Smith explains. "We were dead wrong. We hit our first goal, second goal and third goal. It was amazing."
Smith's recommendation is emphatic: "I would never be able to do what they did by myself."
