We often choose to buy from brands with local-sounding or American-sounding names. We do this because we want to support the domestic economy. However, a brand’s name can be a very misleading indicator of its origin. Many products that sound like they are from your hometown are actually owned by foreign corporations and are manufactured overseas. This is a common marketing practice that hides the global nature of our modern supply chain in plain sight.
1. American Standard
The name “American Standard” evokes a strong sense of national pride and domestic manufacturing. It has been a leading brand for kitchen and bathroom fixtures for over a century. However, the company is now owned by the Japanese corporation LIXIL Group. Many of its products are manufactured in factories in Mexico and other countries, not in the United States.
2. Frigidaire
Frigidaire is another classic American appliance brand. It is famous for inventing the first self-contained refrigerator. The company was founded in Fort Wayne, Indiana. However, the brand is now owned by Electrolux, a multinational appliance company that is headquartered in Stockholm, Sweden. Many of its products are now made in factories outside of the U.S.
3. Trader Joe’s (Some Products)
Trader Joe’s is a beloved American grocery chain, but it is owned by the same German family that owns Aldi Nord. While many of its products are sourced from the U.S., a large number of its specialty items are imported directly from their country of origin. For example, many of their Italian pastas and olive oils are actually made and packaged in Italy, not by a local American company.
4. RCA (Radio Corporation of America)
The RCA brand is a true icon of American technological history. It was a pioneer in the radio and television industry. Today, however, the RCA name is simply a licensed brand. It is owned by a French company and is used on a variety of consumer electronics that are primarily manufactured in China. The brand has no real connection to its American manufacturing roots anymore.
5. Holiday Inn
Holiday Inn is one of the most famous American hotel chains. It was founded in Memphis, Tennessee. The brand created the model for the modern, family-friendly roadside hotel. However, the company is now part of the InterContinental Hotels Group (IHG). IHG is a British multinational hospitality company that is headquartered in England.
6. Gerber
Gerber has been the most trusted name in American baby food for nearly a century. Its iconic “Gerber Baby” logo is instantly recognizable to any parent. The company was founded in Michigan and remained an American staple for decades. In 2007, however, the company was sold to the Swiss multinational food and drink processing conglomerate Nestlé.
The Global Brand Name
The story of these brands is a clear sign of our globalized economy. A brand’s name is now more of a marketing tool than it is an indicator of its true origin. While these brands continue to sell products to American consumers, their profits and their manufacturing are often spread across the entire world. This makes the idea of a truly “local” or “American” brand a very complicated concept.
Does the country of ownership or manufacture affect your decision to buy from a brand? Let us know your thoughts in the comments!
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