Here is an interesting (I thought) article from Slate on European and Canadian consumers’ attitudes toward U.S. brands, a subject that’s bandied about sometimes in connection with discussions of relations between the U.S. and the rest of the world. The article links to this diagram, which is based on the survey discussed in the piece and gives a graphic representation of how U.S. brands are viewed in Europe and Canada. The bottom left quadrant is the best place to be, top right is worst. As the article notes, not all of the readings can necessarily be accepted at face value.
Looking at the graph I would say that the survey is Europe minus UK.
MacDonalds at risk?
Jack Daniels a problem?
utter tosh
I could name plenty of people (including myself) who avoid McDonalds for numerous reasons. And Jack Daniels is slap in the neutral middleground, according to that graph?! 
I know lots of people that avoid MacDonalds as well, but it’ll always make a lot of money in the UK.
I read the graph as JD being a problem. I probably read it wrong.
Incidentally for years I actually thought Heinz was a British company, I’m blaming the royal endorsement that’s prominently on the bottle.
Hmm… When did 1/5th of Canada and Europe consumers start representing Canada and Europe? :dubious:
Hmm, my employer is listed. Not quite in the red. We are doing better than Starbucks, another Seattle area company.
One fifth of consumers is probably a market that companies would not like to forego. I somehow doubt, though, that the responses reflect what the respondents would do as opposed to what they would like to to - the companies in the “at risk” and “problem” quadrants too much reflect the “not virtuous” sectors (fast food, tobacco, cars, airlines, hydrocarbons).
I wonder why AOL got pegged among the “extremely American” companies - in Germany they used AOL as opposed to America Online almost from the beginning, and I suppose they did that in the rest of Europe too, in order not to appear parochial. Perhaps their intensive and persistent marketing and their lowbrow image gets them labeled as very American?