Michael Phelps Brand Demonstrates What US Brand Attributes Should Be

Like many of you, I have often been confused during this century about what the United States brand now stands for. Differences of opinions at home and abroad, have left the country with a fragmented identity. After watching Michael Phelps, and other US athletes at the Beijing Olympics, I think there is an opportunity for the US to rediscover itself through them.

To me, Michael Phelps exhibits the brand attributes that the United States once possessed. These include respect, leadership, humility, passion and team work. Many, including me, thought that the Beijing games was an opportunity for China to show the world what it stands for, and how confident we should be in their brand. I think the same holds true for other countries.

Can the success of the Summer Olympic games and athletes like Michael Phelps, Constantina Tomescu Dita, Kirsty Covington, Chen Yibing and Usain Bolt change the brand image of the countries that they represent? 

Comments

[Hilarie]

And don't forget Dara Torres - "don't let age limit your dreams"! All of these athletes are great examples of the true American spirit. I don't know if they can completely change the damaged image of the U.S., but they can certainly help it become more positive.

[Josef Katz]

Let me ask you a related questions.
Can the athlete change the brand image of their brand sponsors? Or is their brand changed by who they agree to endorse?

There are some big dollars getting tossed around and it is not always easy to say no to the money.