PR Pulse

Brand-builders beware. A consumer poll released last week shows a brand's country of origin affects how they are perceived overseas, so it's increasingly important for U.S.
brands to look and act more "local" to avoid any consumer blowback. According to the Brand Barometer, launched by international marketing company Allyson Stewart-Allen and GMI, a
global market-research firm, as many as one in four global consumers ranked large U.S. financial-services companies as "unreliable," including Citigroup (22%) and American Express
(18%). The Brand Barometer surveyed 15,500 consumers in 17 countries. Here are some key findings: