Rebuilding Brand America: What We Must Do to Restore Our Reputation and Safeguard the Future of American Business Abroad

Martin, a former public relations v-p at AT&T, argues, "America's declining reputation has less to do with what people think of America than how they feel about it." Drawing on international surveys, comments by academics and journalists, and colorful marketing and PR examples, he declares that the U.S. faces a branding problem in the growing wave of anti-Americanism abroad. Though Martin sees a serious threat to American business's long-term interests, he believes that as corporations expand their global reach, they can play a crucial role in rebuilding America's reputation by respecting and responding to local cultures. He also encourages corporate leaders to engage in political lobbying directed at restoring America's brand equity, concluding the book with a 10-point prescription for political reform. But this highly specific foray into governmental policy sits uneasily with Martin's emphasis on branding and public relations. Similarly, discussions of Tocqueville and Bernard-Henri Lévy, as well as American immigration and visa policies, dilute the clarity of his approach. Still, Martin's marketing expertise allows him to illuminate an issue of serious concern for political and business leaders. (Jan.)