How American Brands Rule the World

Steve Jobs said the name Apple Computer was created to edge out his former employer Atari in the front of the phone book. That's not the most visionary branding strategy. But over the years, however, Jobs' approach to branding evolved, and he came to realize the importance of aligning the Apple brand with the values represented by the company.

All great companies strive to accomplish this feat, but very few actually succeed. Today, I will focus on the American companies that are dominating around the world. Their brands form a strategic advantage that can lead to above-average returns for investors.