“Brand America” stems from the notion that a country’s name can evoke strong associations not only about its government but also its companies and its people. For US businesses operating abroad, a powerful Brand America can provide that extra edge when competing with local or other countries’ products. Unfortunately, for most of the past decade, Brand America has been more of a liability than an asset as it suffered a steep decline. Obama’s election as the U.S. President has helped to restore his country’s brand value, but some red flags such as the continued drop in tourism and the failed Chicago Olympic bid suggest that there may still be problems. More importantly, even Obama’s brand is now losing its luster and this may eventually hamper Brand America.