American Global Cultural Brand Summary

Franchising is something that was not started in America, but American franchises have taking over the world. In the chapter, “American Global Cultural Brand,” the author tries to illustrate how globalization and expansion of American popular culture has come into play by the use of the commercial concept of franchising. The author uses case studies of two franchises McDonald’s and Coca-Cola, and the popular fabric, blue jeans, to argue how each have influenced other cultures with their brand identity, as well as how each has a negative impact on cultures and the environment. Both Coca-Cola and McDonald’s have a strong brand identity across the world. The red, scripted text logo for Coca-Cola and the golden arches of McDonald’s is known across the globe. These brand identities are a central feature of …show more content…
Coca-Cola may be producing jobs by opening bottling companies across the globe and producing the multiplier effect by using local water supply, sweeteners, bottle materials, and drivers in the local area that slows these employees to spend their money on other goods and services, strengthening the economies of the area, but it can also be seen as negative because many people may not see the effects. The demand can be harmful to the environment and displace endangered animals. McDonald’s can be blamed for “cultural imperialism” (210), where local cultures are displaced in favor of global consumerism. The big negative of blue jeans is the fact that the cotton material could be produced in low economic countries but American producers are violating the theory of free trade by having American tax payers pay some of the taxes so they may sell cotton for the same price and they have people work in sweatshops and are exposed to harmful toxins to produce the jeans, while fields are being occupied with cotton that could be used growing