Branding USA
Studies show that international consumers of US distributed products are changing the way they see and believe in American products. No longer are they buying the luster of the American dream. The perceived attitudes and scandalous behavior of Americans have skewed international consumers confidence in the "American Future" and has forced them to begin to reclaim belief and empowerment in local businesses. The increase in the buy local theme prevents them from the advent of more US scandalous business behavior, beginning with Enron. It also separates them from the support of negative American initiatives seen by the backlash against the war in Iraq. The Roper Survey, released annually to gauge American company appeal and strength in international markets, has been suggesting the declination of American reputation and worldwide appeal for years but has garnered little evidence to back up the claims, until this year.