What is the value of an "American-made" label abroad?

Posted by LDonia on 11/05/2012

Writing for Inc., Eric Schurenberg explores the question “What is ‘Made in America’ worth?”

Schurenberg explains that most people separate “Made in America” into a distinct dichotomy – a patriotic “Born in the USA” version, and a more boutique, “Whole Foods” type version.

These two visions, he says, really under-sell “Made in America”.

Says Schurenberg:

The label still has far more international cachet than Americans are likely to give it credit for. Even in the United States, buyers have proven that they'll pay considerably more for some kinds of American-made goods--simply because they expect them to be a better value.

He goes on to explain that global perception of American-made products is very positive. In fact, for the fourth consecutive year, the United States took top ranking in the Anholt-GfK Roper Nation Brands Index, “which measures a nation's international reputation.”

What does that mean for manufacturers? Potentially a lot.

As Schurenberg mentions:

Contrary to the thrust of much election-season advertising, America's reputation seems to be improving, not receding. In the Nation Brands Index, the United States was the only nation among the top 10 to improve its standing. A lot of this has to do with the American economy. While the United States has emerged sluggishly from the 2008 financial crisis, its recovery is firmly established, and is now more than three years old. The U.S. faces nothing like the 25% unemployment of Spain or the shrinking GDPs of most European nations.

Couple that with the fact that China’s workers are now making significantly more than they had been in years past, and manufacturers have more incentive than ever to make their products in the United States.

Read more here.

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