Brand USA is losing its luster: There's less appetite around the world to buy American as the United States' reputation plunges in the wake of President Trump's trade war.

Why it matters: Companies accustomed to a boost just because they come from the U.S. are struggling to adapt.

State of play: "The aura around America has dimmed a bit," McDonald's CEO Chris Kempczinski told CNBC this week. Even so, sales for the fast-food giant are holding up so far, he said. • Other well-known American brands are feeling the pressure, too. • Brown-Forman, the company that makes U.S. booze brands Jack Daniel's and Woodford Reserve, saw sales drop after American alcohol was taken off the shelves in some Canadian provinces in protest of tariffs, CEO Lawson Whiting said in an August investor call. •

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