Despite the limitations of Brand USA as a policy and public/private partnership the American brand endures. A strong brand elicits strong feelings. Given its visibility and superpower status, I would argue that the United States, not Apple, is the world’s most valuable brand. The future value of the brand rests in the behavior of citizens, policymakers and how these behaviors are perceived by the rest of the world. A quasi-governmental organization pushing social media blasts to potential international visitors can do little to change these perceptions.
One of the most satisfying parts of the assignment was that I challenged the students to write both a government and a defense memo that were so balanced in their arguments that I could not tell which side they personally favored. Virtually all of the students succeeded in doing so.