Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz

Exercise 21

After the terrorist attacks of 9/11, an ad hoc task force of DDB Worldwide advertising professionals in 17 countries set out to discover what people abroad thought of the United States. In the course of their research, they developed the concept of "America as a Brand," urged U.S. corporations with overseas operations to help "restore" positive impressions of Brand America around the world, and urged the United States to launch Alhurra as an alternative to the popular Al Jazeera network. Do you think foreigners' perception of a country and its culture can be viewed in marketing terms? Why or why not?