Obama on Track to Rebrand America


Barack Obama Time Magazine Cover

US President Elect Obama on the Cover of Time Magazine.

As written by Kristi Keck of CNN, US President Elect Barack Obama has the ability to rebrand America internationally, and restore its image as one of hope and prosperity for everyone:

President-elect Barack Obama is poised to restore the United States’ image in the international community, but experts say the president-elect must show the world that his actions will live up to his rhetoric.

Receiving a warm welcome is not the same as maintaining one, and Obama has a lot of work to do to improve the U.S. brand.

America’s image has declined in nearly every region of the world in recent years, but Obama’s victory “enables the United States to start again with a clean slate,” according to John Quelch, the senior associate dean at Harvard Business School.

“Americans can actually go to dinner parties and cocktail receptions around the world today and not have to apologize for the United States the way they have had to do the last several years,” he said. “The election has made life a little bit easier for Americans living and traveling abroad to hold their head up high again.”

The United States’ tarnished reputation has been fueled by a combination of factors, including opposition to U.S. policies like the war Iraq and alleged torture and abuse of prisoners, the perception of hypocrisy, unilateralism, and the perceived war on Islam, according to a congressional report released in June.

Obama represents a “clean break” from the past, and his election is the first big step toward change, said Dick Martin, author of “Rebuilding Brand America.”

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1 Comment

Filed under Barack Obama, Branding, Communications, marketing

One response to “Obama on Track to Rebrand America

  1. With respect, and I say that because I’m not American and haven’t lived quite as directly under the tyranny of the past eight years, though sometimes it seemed like it, I anticipate that the US will soon be able to hold its head high once again both in the Homeland and abroad. Good luck with your new President.

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