Brand America

The mother of all brands
Simon Anholt & Jeremy Hildreth

The fascinating story of how the USA became the most influential and far-reaching brand of all.

America is more than just a country – it’s the biggest brand the world has ever known. That’s the argument of this provocative new book.

Launched, managed and advertised like a global brand since the Declaration of Independence, America has deliberately marketed itself, its culture and its products with deft salesman ship and sheer hard-nosed determination. But this 200-year-long success story now seems to be under threat. Today, America is a brand in trouble.

Brand America shows how the most powerful brand in history grew to greatness, how close it has come to throwing it all away, and what might still be done to salvage it. This is a book for anyone interested in what the future holds for the world’s sole remaining superpower.

"Dynamite little book... perhaps the first truly fresh analysis of the United States and US power in half a century."
Ojars Kalnins, director of the Latvian Institute and former ambassador to the United States.

"Anholt and Hildreth are to be congratulated for raising the issue of why Brand America is suffering a strong decline."
Philip Kotler, professor of marketing, Kellogg School of Management, Northwestern University.

SIMON ANHOLT is one of the world’s leading specialists in creating brand strategies for countries and regions. He has advised the governments of the United Kingdom, Switzerland, Croatia, New Zealand, among others, as well as the Goethe Institute, World Bank, United Nations and many other organisations, on brand development and public diplomacy. He is the author of Another One Bites the Grass (Wiley, 2000) and Brand New Justice (Kogan Page, 2003).

JEREMY HILDRETH is an associate at the London office of Saffron Brand consultants. He is a native of California, has degrees from Wharton and Oxford, and has written for numerous publications including USA Today, Wall Street Journal and The American Spectator. A keen internationalist with a wretched ear for languages, he travels far and wide speaking only English, a limitation for which he is constantly apologising.

1-904879-02-0
£7.99 PB
Rights: All
Sales territory:World