Report Says Obama Win Boosts 'Likeability' of American Brands

Will foreigners feel happier about buying Coca-Cola or going to McDonalds now that Barack Obama has been elected? According to a recent Euromonitor report, yes. “Likeability” ratings for American companies have suffered overseas lately, but “Barack Obama’s election has built up a groundswell of goodwill across the globe that might see Brand America topping the polls as the consumer’s favourite.”

It seems like a bit of a stretch to me, but it’s an interesting idea. The study’s author, Daphne Kasriel, says the effect of “the near global euphoria over Obama’s election” will only be temporary, but “in the longer term, quality and aspirational US brands will continue to win votes globally.”

The quality issue is of particular importance for the food industry. Regardless of people’s take on American politics, they tend to trust American products for their quality, and things like the melamine scare could give an added boost to American brands.

But some products might not be affected, because they already have foreigners’ trust:

Kellogg’s is an example of a trusted product that transcends anti-American sentiment. Kellogg’s, with its perceived wholesomeness, is considered the most trusted brand of breakfast cereal in ten European countries, including France and Germany.