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Best Nike Golf Shirts in 2023

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American Brands -- Pepsi, Nike, Colgate -- Losing Power

What all of the declining brands from the U.S. share in common is that they too often seem like emblems of American Imperialism and exploitation to people abroad.

The brand power scores get derived from consumer responses with respect to the three core variables of "familiarity," "really like", and "advocacy".

There were six U.S. brands that made the global Top 15 in this year's study. Five of those six experienced power declines, including giants such as Coca-Cola, Colgate, McDonald's, Nike, and Pepsi. Only Disney, which possesses the largest annual power increase among all American brands that made it onto the list, experienced a rise in their power.

Seven of the top 10 decliners in this year's study were U.S. corporations.

The top gainers this year included power surge leader BMW, Sony, Honda, Mercedes-Benz, Volkswagen, and Nestle. Although they have not yet broken the Top 15 barrier, U.S.-based Microsoft, Google, and National Geographic were among the top 10 brands in power gains.

Coca-Cola started off as a "health tonic" created by Dr. John Pemberton in 1887. It included cocaine in its original formulation, but dropped it entirely in the early 1900s after studies revealed the dangers of cocaine use. Through relentless and artistic advertising, the company became what it is today: the world's single largest soft drink company.

Nevertheless, having a Coke and smile has become an experience seriously competed with by other beverage companies. Consumers are demanding more of a true health tonic these days, and a syrupy or sugary blend mixed with carbonated water and caffeine is often turned down for the sake of what are perceived to be healthier drinks. Coca-Cola capitalized on a parallel movement decades ago, when caffeine became suspected of being a nerve poison; it created 7-Up in response.

Although the company has been diversifying its offerings more than ever, it still has something of an image problem among health-conscious consumers globally.

A similar situation has been arising for the world's biggest restaurant chain, McDonald's, which began as a mere hamburger stand. McDonald's has dramatically increased its diversity of selection and "healthy" choices over the last decade or so, yet finds itself with an image problem in the health department, as so-called documentaries like "Supersize Me" illustrate.

However, what all of the declining brands from the U.S. share in common is that they too often seem like emblems of American Imperialism and exploitation to people abroad in developing or poorer nations, even as they are welcomed there.

There is also the matter of a frothing fundamentalist terrorist hatred of the U.S. which has brought about terrorist attacks on U.S. fast-food restaurants abroad.

The "House of Mouse" escapes this image because of its creative universal appeal to children and to the spirit of play.

U.S. corporations such as Google, Microsoft, and Apple use heavy consumer-interaction, soft-peddled but penetrating marketing, and the universal appeal of technological advancement and the Internet to continue their global power rises.

"While these findings are a bit unsettling for U.S. brands, it's not too late for them to take action. U.S. icons can take a page from the up and comers like Google and Apple whose Brand Power scores are on the rise. By giving consumers the opportunity to directly engage themselves in the brand experience, these companies are realizing significant success," says Jennifer James, senior consultant with GfK Roper Consulting.

Source:
GfK Roper Consulting (PR Newswire), "Global Brands Suffer Power Drain According to GfK Roper Consulting Annual Worldwide Study"