"For decades, US firms enjoyed a strong foothold in Germany, particularly in the country's western regions that had been under the control of Western allies after World War II. In the immediate postwar years, American cigarettes were so highly prized on the German black market that they effectively served as currency. Sports stars often played a role in cementing this transatlantic brand power."
"Former heavyweight boxing champion Max Schmeling, once seen by many Americans as a "good German," went on to represent Coca-Cola in Germany after his career in the ring. Decades later, East German boxing champion Henry Maske ran McDonald's franchises in the German cities of Cologne and Leverkusen. Today, however, the climate has shifted. US favorability in Germany has taken a major beating, raising questions about how American companies can maintain their image."
"The phrase "Made in Germany" was originally introduced by Britain's parliament in 1887 to warn consumers about supposedly inferior German goods. But the move backfired because the label quickly became a mark of quality. Recent German media coverage has suggested that American brands are leaning on the positive connotations of the label to strengthen their position in Europe's largest market."
US firms historically held a dominant market position in western Germany rooted in postwar Western-allied influence. American goods, including cigarettes, held high value on the postwar black market and reinforced transatlantic brand appeal. Sports figures contributed to brand penetration through endorsements and business ventures. Recently, US favorability in Germany has declined significantly, prompting concern over corporate reputations. Several American companies are responding by highlighting German production ties and using the "Made in Germany" label to leverage local quality perceptions. McDonald's emphasizes domestic sourcing and presents itself as a partner of German agriculture and daily German life.
Read at www.dw.com
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