Donald Trump’s controversial tariff blitz has bruised Brand USA as consumers dodge American logos, and marquee firms report reputational and sales damage at home and abroad.

Trump’s so-called “Liberation Day” tariffs were introduced in early April with a universal 10 percent levy and a range of higher country-specific rates.

After allies fumed and markets lurched, the federal appeals court has since ruled most of the scheme illegal, and the administration is now pleading with the Supreme Court to revive it.

But for some consumer giants that have long traded on an unmistakably U.S. identity—such as Coca-Cola, GM, and Facebook—the damage is already noticeable, according to a report by Axios.

Businesses that once relied on their Stars and Stripes cachet now face a tougher, colder market

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