The brand economy faces a paradox: although it is powered by an oversupply of brands, it challenges competition for the end user’s attention. As user attention spans are decreasing, winning over consumers becomes even more challenging. In this context, business brands backed up by their country brands are more likely to secure their market position. One of the most prominent examples of country branding is the ‘Made in the USA’ label. While it is not a country brand per se, it has an immense impact on the success of US-made brands. The label ‘Made in the USA’ encapsulates a promise of quality. US business brands can capitalize on this promise by integrating it into their branding strategy.