Success Secrets of Brand USA

American brands dominate the world, but countries themselves can be a brand – and no country is more recognizable than Brand USA. Megan Kent and other brand experts spoke with Al-Jazeera about what makes America such a recognizable, dominant brand as a country – and whether or not a country can use brand marketing to define their culture.

Megan, who led America’s first ever global tourism campaign launch at JWT (J. Walter Thompson), explained that the real purpose behind the tourism effort was to ‘help rekindle the world’s love affair with America.”  Because America’s share of global tourism had shrunk by a whopping 16% in the decade after 9/11, the role of the campaign was to help potential visitors “see America like never before.”

Watch Megan and the other brand experts discuss the branding of America on Al Jazeera, here.

See the Brand USA tourism campaign here: