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The Decline of the American Brand in Europe

In this session...

We surveyed 5,000 adults in France, Germany, Italy, Spain, and the United Kingdom, and found that the U.S. ranks among the worst of any country or region when it came to perceptions of how it is handling the pandemic. Not only do 40% or more of adults in each market (including 49% of Germans) believe American companies are not doing enough in response to the coronavirus, they've become notably more pessimistic of American brands too. We explore how this translates into Europeans' purchasing decisions.

In the United States, the number of COVID-19 cases has surged to about 30,000 new cases per day, compared to around 3,000 new cases per day in the European Union.

Europeans have taken notice.

In a series of new Morning Consult surveys conducted among 5,000 adults in France, Germany, Italy, Spain, and the United Kingdom, the U.S. ranked among the worst of any country or region when it came to perceptions of how it is handling the pandemic. View Less

What You'll Learn from This Session...

  1. That perception is starting to have serious implications for American brands in Europe.
  2. Given the confluence of reduced spending, concerns about the coronavirus, and poor perceptions of the “American brand,” American companies operating or selling products in Europe must act quickly to address a European market that is quickly evolving.
  3. As American companies look to protect their brand from any fallout caused by the coronavirus in European markets and reaffirm their relevance in a post-pandemic world, it’s clear a one-size-fits-all approach won’t work.
  4. How European consumers perceive, assess, and even engage with brands – American brands in particular – varies by country, further underscoring the need for proactive yet carefully nuanced strategies to ensure U.S. brands are viewed by Europeans as not onl

Presented with


Speakers

Victoria Sakal Managing Director of Brand Intelligence Morning Consult

Event Details

Event Type Episode

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