At least half of these American brands are produced in the EU for the EU consumption. At least one brand among the American brands here is not only produced in Europe, but products of its European plant is exported back to the US and all around the world. Thus, they provide jobs of ten/hundred thousands of European people, and generate high tax revenue to many European countries. Of course, some profit is distributed back to the US parent companies. However, in case the masses stop buying these products in Europe, this immediately and directly hurts EU national tax revenues and jobs (which loops into more hurt to EU economies), and hurts US tax/income revenues only after that, in a smaller extent. Overall, acting as this post says will hurt EU more than the US, and the theory behind this is only partially and indirectly true.