McDonald's CEO says the reputation of the American brand has "declined"

McDonald's CEO Chris Kempczinski said in an interview on Tuesday morning that as global consumers' views of the United States become less positive, they are starting to avoid American brands in their consumption choices. "The halo of the United States has dimmed," Kempczinski said. He revealed that McDonald's has been tracking global consumers' views of the United States and the McDonald's brand itself. Kempczinski pointed out that McDonald's has traditionally been seen as an iconic American brand, but company data shows that consumers' views of this fast food chain have not worsened, perhaps because McDonald's has been operating overseas for a considerable amount of time. The CEO said that McDonald's plans to focus on building brand recognition in local communities. Currently, McDonald's business covers more than 100 countries and regions around the world.