After the fall of the Twin Towers in US, the image of the country abroad was collapsed. Until that time, USA was trying to promote itself as a country which endorsed the ideals of freedom, democracy and human rights and it could be the ideal destination for anybody who was pursuing a better future. USA came to be an avoidable example for many states. People seemed to distrust the Brand USA . Prestige, reputation and ultimately the country’s power alter consciously and sometimes unconsciously due to the actions and policies followed by the public institutions of the country. The case of the US is the most modern example of a country that managed to damage seriously its reputation worldwide as a result of wrong steps, choices and design. Brand USA is one of the largest national brands that dominates the world. People recognize America in the same way they do about famous and major commercial brands. USA has built a strong financial position as American products hold leading positions across multiple industries sectors. The central idea around which the Brand USA was created, was the concept of freedom. The power of the Brand USA began to grow and expand in the commercial sector to become synonymous of a certain lifestyle. The U.S. commercial brands played a key role in creating a specific and attractive image for America. The Brand USA was created to encourage travelers around world to visit the United States of America. In this context, the Brand USA started developing by using the quote "Discover America" to encourage and inspire travelers to explore the limitless possibilities of America. Artistically, the logo of the Brand USA consists of a set of dots in such a way that they create the letters U, S, A. The colorful dots are intended to represent the diversity of people and experiences in the United States. In order to put more emphasis on the fact that there is no single and definitive picture for the country, its identity is not tied to a single color palette and the logo may appear in a variety of color combinations.
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