'Made in USA' Still Sells
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Not long ago, the Red Peak Group, a global brand-consulting firm with offices in New York, began researching names for a new product in China—a pay-per-view and video-on-demand platform that would allow people to stream licensed Hollywood movies into their homes. Along the way, they market-tested a range of Chinese-style names for the product. But in the end, the feedback was clear. Consumers in China preferred an American-sounding brand. The marketers went with “YOU On Demand.”
“What we found was that if you’re associated with a positive part of America, which Hollywood is, they want you to be more American, rather than more local,” says Red Peak Chief Executive Officer James Fox. “There’s still a status associated with American brands.”