Brands associated with America's allies in the war on Iraq, in particular Britain and Spain, are expected to perform increasingly well, according to a survey of just over 1,000 US consumers interviewed in the first days of the conflict.
Sixty per cent said they would now act more favourably toward companies and products from the UK.
This comes at the expense of brands associated with those countries that have spoken out against the war, with Germany and France bearing the brunt.
The survey, compiled by Fleishman-Hillard and research firm Wirthlin Worldwide, comes as Republicans in Washington State urged consumers to boycott French wine and bottled water.
Wirthlin CEO Dee Alsop says PROs working for French and German firms 'will need to mend relationships with their US consumer base'.