Political rhetoric is fuelled by discussions about what it takes to be ‘one of us’, but the jury is out on what that really entails. With changing attitudes on how birthplace, customs, and language contribute to determining national identity, brands are having to rethink how they navigate patriotism.

Budweiser placed itself – or more specifically, its CSR credentials – front-and-center at the Super Bowl. But while highlighting its role in supporting US communities taps into national heartache following the disasters of 2017, given that its US sales are falling, the brand risks seeming insincere.

For Germans, the country's auto sector has always embodied the nation’s character – precision, efficiency and reliability. But with numerous scandals playing out on the global stage, it's not only the industry that's facing an existential crisis, but Germany as a whole.

A YouGov poll has found that over three-quarters of people in the UK say they're proud to be British. And it seems that this sense of patriotism is magnified among fans of Premier League football, who take more pride in the nation's cultural offerings and home-grown brands.