What's in a name?

I’ve often wondered why, when the Americans build a foreign aircraft under licence (or anything else for that matter) they feel the need to somehow disguise the fact that they are, in fact, producing something foreign under licence. Not only that but to put their own manufacturers name to the product, ie. Mc Donnell Douglas AV8, Mc Donnell Douglas Goshawk. It’s happened time and time again right back to the Martin (Canberra)! Have you noticed that it doesn’t seem to happen the other way around though.
In the civil aviation side you can see contributions from Europe complementing Boeing, and rightly so, for their fine aircraft over the years, but, alas, see continual snipeing from the US at Airbus. I wish Americans would be a little more gracious when things are not going all their way.