This paper sets out to argue that the influence American culture exerts on (young adult) European consumers is showing signs of decline, as a result of a decline in the relevance of the values of the 'America Brand', as currently expressed. It provides an explanation for this phenomenon, with examples from a number of areas. The paper also points to some of the implications for marketing, leading to hypotheses about how brand owners can best define and communicate their brand's values to Europeans against this backdrop.
African American and Latino urban youth represent a culture that is oppositional to the values, norms and institutions of mainstream culture. They spend time attempting to differentiate themselves from mainstream culture in exchange for identification with and acceptance from their peers. This paper examines the most effective ways to reach and market to urban minority youth by describing the reality of urban youth life, and providing an overview of African American cultural influences, to illustrate how these factors can be used in developing marketing campaigns. Included are some of the approaches used in several of MEE's previous ethnic marketing campaigns.
Michael Porter suggests that a nation's firms are often international leaders in industries that are related to the nation's national passions. A firm developing product for demanding and sophisticated consumers in the home market gets an earlier picture of emerging buyer needs and can often anticipate foreign demand. The American entertainment industry is such a leading-edge industry, successfully anticipating foreign demand. American movies, music, and television sit-coms. ubiquitous in worldwide TV culture, spread the themes of U.S. culture around the world, communicating a sub-text of American valuesâ American Expressive Individualism. Absorption of American values via TV culture is a major source of sociocultural change around the globe.