Problem
Listen this news recording from NPR on a scandal involving the German firm Volkswagen. Note the associations the participants make between this national company and the world's view of Germany as a country. Why do you think the German businessperson respond so strongly to the insinuation that Volkswagen's behavior reflected poorly on the German people and culture? What is American's "brand" image around the world? How might USA companies be helped or harmed by America's "brand" when they do business in foreign markets?