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The American 'Brand': Are You Buying What Uncle Sam is Selling?

The Lincoln Memorial with the World War II Memorial in the foreground.
Richard Ricciardi
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https://creativecommons.org/licenses/by/2.0/
The Lincoln Memorial with the World War II Memorial in the foreground.

The road to the White House is littered with bumper-sticker phrases about America’s “greatness.” But does the rhetoric match up with the reality? A report this year from The Wharton School - Trump’s alma mater - found that America placed fourth in a list of the best countries. Our ranking was due, in part, to America’s “brand,” according to the report’s author, marketing expert David Reibstein. A nation’s brand, he says, holds great sway over its economy and shouldn’t be overlooked.

“Brand impact” is something North Carolina is certainly aware of because of HB2. What goes into building a brand and what forces can alter it? Is perception more important than reality when marketing a country? 

Guest
Dr. David Reibstein
- professor of marketing, The Wharton School, The University of Pennsylvania

Best Countries Ranking

Dr. Reibstein will be speaking Thursday to the Charlotte Wharton Alumni Club. Information about the event is here.