Born in the U.S.A: Manufacturing continues to evolve as an American brand

November 6, 2012

With the world waiting for the result of the U.S. presidential election, manufacturers are looking to capitalize on the current trend for global markets and consumers to buy goods that are made in America.

According to CNN, companies across the nation are rebooting their manufacturing strategy to deal with an increased demand for domestic products, with two distinct brand images at the forefront of planning. The slow rebirth of the U.S. automobile industry, inspired in part by the encouragement of the Obama Administration, and the popularity for locally sourced artisanal goods has seen American brands take on a new cachet in both domestic and international markets.

Industry analysts put this down to the perception of how goods are made in the U.S. A recent article published on Inc.com, put this down to qualities that exemplify the American way of doing things, comparing the manufacturing industry to a rugged philosophy that embraces the no frills aesthetic of a Bruce Springsteen song while also providing the consumer with value for money.

American manufacturers have a certain standing in the global marketplace, something that some economists believe China is still struggling to achieve. Companies in Asia Pacific have a reputation for providing goods at a low price, but the quality and labor management methods are often called in question, a situation that is rarely seen in the U.S.

"American manufacturers have a reputation for getting it right the first time," said Drew Greenblatt, president and owner of Baltimore-based Marlin Steel Wire Products. "And a lot of clients are comfortable that, if they don't get it right, American companies will bend over backwards to make good on it quickly."

An annual market-research survey by Simon Anholt, a British branding consultant, showed the U.S. as topping the list for international market reputation, the fourth time in a row that this has happened. Germany and the UK ranked second and third respectively, while China wasn't even in the top ten positions.

"The strengths of America's international standing continue to be innovation, opportunities and vibrancy," said Anholt in a press release. The global perception of U.S. manufacturing as an industry that prides itself on quality, coupled with a business strategy that takes full advantage of the latest industrial technology is not lost on domestic manufacturers.

"We're not selling to ignorant people," comments Greenblatt. "Our clients have plenty of choice, but they choose us because they are confident we'll deliver what we promised. Regardless of what anyone says, the rest of the world has a lot of faith in American ingenuity."