Rebuilding brand America: corporate America's role

Purpose – The purpose of this paper is to explore the roots of anti‐American sentiment around the world and recommend a plan of action for US‐based global companies. Design/methodology/approach – Public opinion of the US has been in decline worldwide for a number of years. While negative attitudes are primarily a reaction to America's foreign policies, particularly in the Middle East, they may also be rooted in the different varieties of capitalism practiced in the US and most of the rest of the world. This article explores this aspect of anti‐Americanism and reviews the branding strategies of global leaders such as McDonald's, Proctor & Gamble, and Starbucks. Findings – Successful US‐based global companies follow three best practices: they sink deep roots wherever they do business, they share their customers' cares and they share their dreams. A global brand development plan based on these three tenets can provide a stable environment within which to do business. Originality/value – This paper offers a new perspective on the roots of anti‐Americanism, as well as practical advice based on the experience of leading global brands.