Studies from respected sources such as the Pew Global Attitude project have shown marked declines in positive attitude towards the United States. These negative attitudes, however, are directed more towards the government of George Bush than at the United States itself or indeed its brands. Recent election results in Mexico and Brazil have also suggested a strong anti-North American popular feeling. Again, these may not be reflected in people's purchase decisions. However, it is crucial for American brands to understand whether or not it is.This paper will examine the impact that anti-U.S. sentiment is likely to have on U.S. brands, with particular focus on youth in Latin America, which is a key future market.