Country Brand Research Articles

Country branding using product quality

Recent past has seen an increased interest in country branding. However, little research attention has been devoted to this topic. The conventional wisdom from country-of-origin (COO) effect literature suggests that COO affects perception of product quality. However, some argue that the relationship between product quality and COO image may be bidirectional. Therefore, this study has two purposes. First, we empirically investigate the impact of perceived product quality on COO image, which is the mirror image of the conventional COO perspective. Second, we test the relationships between perceived product quality, COO and purchase intention. Using a scenario as a stimulus, we collected the data in two countries – USA and China. The results show general support for the theoretical model although the results varied in US and China samples. The products with higher perceived quality are thought to have come from a country with more positive COO image, than products with lower perceived quality. Moreover, COO image was generally found to mediate the relation between perceived product quality and purchase intention. The findings in this study substantiate the assertion that perceived product quality is a key variable in shaping the country image. The theoretical and practical implications in country branding conclude the remark.

Identity of the state as a tourist destination

In contemporary market conditions every country has to compete for its part of customers, tourists, investors, students, events. Accordingly, great attention is paid to marketing and communication and branding as its integral parts. In this paper country brand is explored from the tourism aspect as a destination brand or, in other way, from the aspect of the way the countries have formed and designed their brands in order to attract as many tourists they can. One of the fundamental aspects of brand is its identity, visual and verbal concretization created in order to identify and differentiate itself from its competitors. Brand identity elements are logo, slogan, colors and ways of their implementation. In this paper the best country brands from each continent and country brands which are specific or different from other will be presented and discussed according to the Future Brand research for 2010, which ranks the country brands from the whole world. Country brands are analyzed in terms of their design, whether brand design contains formal state symbols like flag, emblem and anthem, or it has elements to which the brand 'wants' to be associated with. The comparative analysis of selected brands is done and should point out the importance of building strong country brand identities for countries as tourist destinations.

A Private-Public Strategy for International Marketing Through Collective Brands: Canada Brand Foods

A country brand for agrifood products requires managing quality across a range of products and firms while recognizing the potential pitfalls in linking a brand's image with a country's image. Understanding the incentives for firms adopting the brand to use and contribute to the brand's equity informs the choice of brand management mechanism. The challenges in managing a country brand for international agrifood exports are discussed. This case is used to illustrate a strategy based on the obstacles faced by a collective brand that is used by many firms. The article highlights how a successful strategy will produce a brand that is unique, robust to impersonators, and has quality assurance mechanisms that are in line with firm's incentives to produce high-quality products.

Brand China: Tour Guide Perceptions and Implications for Destination Branding and Marketing

This research investigates the attitudes and experiences of China tour guides that mediate contact between Western visitors and Chinese residents. This mediator role can have considerable influence over destination branding and marketing, as tour guides have much information about how China's tourism brand is perceived by tourists. Tour guides were interviewed in three locations intended to capture a cross section of experiences with travelers, including: Beijing, the cultural and historical center of China; Shanghai, the country's commercial center; and Guilin, a major nature-based tourism destination. Through collecting and analyzing tour guides' narrative lens, the article explores: (1) initial brand knowledge by potential visitors, (2) China's brand image, and (3) the country's implicit or explicit brand promise. With this information, implications are then drawn for the country's branding and marketing. The article then discusses how these perceptions and interpretations can be used to improve China's destination brand marketing, development, and management.

The determinants and measurement of a country brand: the country brand strength index

Purpose – A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand based on objective secondary data.

The Country as a Brand (In Spanish)

The construction of the Country Brand seeks to consolidate the imagery of align national and public communications, speeches, civic and social behavior, above enclosed in a culture appropriate brand for a whole society. Of agreement as described above, the country brand can achieve a place in markets and in the minds of people.

Surrogate Internet Shopping Malls: The Effects of Consumers' Perceived Risk and Product Evaluations on Country-of-Buying-Origin Image

Abstract Internet has grown fast and become one of the most important retail channels now. Various types of Internet retailers, hereafter etailers, have been introduced so far and as one type of Internet shopping mall, ‘surrogate Internet shopping mall’ has been prosperous and attracting consumers in the domestic market. Surrogate Internet shopping mall is a unique type of etailer that globally purchases well-known brand goods that are not imported in the market, completes delivery in the favor of individual buyers, and collects fees for these specific services. The consumers, who are usually interested in purchasing high-end and unique but not eligible brands, have difficulties to purchase these items overseas directly from the retailers or brands in other countries due to worries of payment failure and no address available for their usually domestic only delivery. In Korea, both numbers of surrogate Internet shopping malls and the magnitude of sales have been growing rapidly up to more than 430 active m...

Studies on Beijing Olympic Game's Spiritual Legacy: Brand Value

The article analyzes the Beijing Olympic brand value from the dimensions of nation, cities, corporations and people and draws the conclusion that the Beijing Olympic Games shows the country's brand value is harmony, confidence and tolerance; the city conveys the brand value of tradition, modern and green; corporate marketing broadcasts the value of autonomy, quality, value and the people express its brand value from the aspects of civilization, passion and smiling. The brand value of Beijing Olympic Games is an important part of the Olympic spiritual heritage and doing research on it will has a positive effect on the construction of spiritual civilization.

Brand image inconsistencies of luxury fashion brands

PurposeThe purpose of this study is to examine whether brand perceptions differ across channel members of luxury brands using the buyer‐seller exchange situation model.Design/methodology/approachA triangulation approach was used to compare perceptions of different channel members. The data collection was completed in two stages. First, a self‐administered mail survey was sent out to 3,592 individuals from a publicly available mailing list. In‐depth interviews were conducted with 22 retailer buyers.FindingsThe findings reveal that brand perceptions differ across channel members. There appears to be a mismatch in the perceptions of wholesalers and retailers that might constitute a source of brand image inconsistencies. Although the final consumers' overall attitude toward the Hugo Boss brand is positive, consumers appear to be in favour of other brands and their inclination to purchase the Hugo Boss brand seems to be relatively low.Research limitations/implicationsThe study only examined one brand and is limited to the Australian context. Future research could examine other luxury brands in different countries. The study utilised judgement sampling, which could result in selection bias.Practical implicationsBrand knowledge is crucial to achieving brand image consistency between seller and buyer. Internal marketing techniques could be employed to assess the efficiency and development of brand knowledge among employees, retailers and other channel members.Originality/valueThis is one of the pioneering studies that applies a marketing channel approach to investigate brand image inconsistencies in a concrete working example. It contributes to luxury brand management across borders, opening the way for further research. The study provides ecological validity and reliability by working on a triangulation approach, using qualitative and quantitative research methods.

Media Effects on Personal Brands and Perceptions on Country Brands and Multicultural Approaches - A Focus on Obama, the president-elect of the United States

Media Effects on Personal Brands and Perceptions on Country Brands and Multicultural Approaches - A Focus on Obama, the president-elect of the United States

Country equity: Conceptualization and empirical evidence

Despite considerable interest in the topic of country equity, attempts at its measurement have been scarce. This research contributes to the literature by providing a consumer-based measure for country equity, and it improves country equity measurement by addressing some of the limitations associated with previous approaches. This research also contributes to our understanding of this area by providing empirical evidence of the multidimensionality of the country equity construct. We define country equity from a consumer perspective, as the value endowed by a source country onto products originating from that country. We conceptualize country equity based on consumers’ memory based associations, using the associative network memory model, as a five-dimensional construct, comprising country awareness, macro country image, micro country image, perceived quality, and country loyalty. The paper reports the results of an empirical study of a sample of shopping mall consumers ( N = 719) from Australia. The proposed model is tested in two product categories (cars and televisions). Results confirm the hypothesized five-dimensional structure. Our findings extend Aaker's [Aaker, D. A. (1991). Managing brand equity. New York: The Free Press] and Keller's [Keller, K. L. (1993).Conceptualizing, measuring and managing customer based brand equity. Journal of Marketing, 57(1), 1–22] conceptualization of brand equity to country brands, as well as Yoo and Donthu's [Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14] consumer-based brand equity measurement to the measurement of country equity. The results have implications for government agencies, industry groups and firms interested in branding a country in target international markets.

Influencia del eslogan y el logotipo de la marca país en el posicionamiento de los países

To build the image of a country minds consumers’ minds, countries apply marketing strategies that are based on their country brand development, in the same way that companies apply marketing to their products and services. The development of the logo and slogan to be used in the communication strategy, are two key elements of its success in the process of building the country brand (Keller 2008). Thus the objective of this research is to know the importance of using the logo and slogan in international marketing strategies of countries. To do this, this research analyzes the use of the logo and slogan, in country brand strategies of countries in the top places in the Country Brand Index (2009) of Future Brand.

Made in China at a crossroads: a recourse‐based view

Abstract The brand ‘Made in China’ has long stood for low cost and good value. But recent revelations about the quality of some Chinese products exported overseas have begun to put this brand at risk. In the end, much of what constitutes this country brand depends on the strategies Chinese firms pursue, which in turn subject to the firm resources. Drawing from the resource‐base theory, this paper investigates the sources of the competitive advantage of the brand ‘Made in China’ and discusses the choices to be made by the Chinese firms and government in order to maintain a stable and better country brand. Copyright © 2009 John Wiley & Sons, Ltd.

Roles of Media Exposure and Interpersonal Experiences on Country Brand: The Mediated Risk Perception Model

This study explores antecedents and consequences of risk perceptions. Using United States and Korean college students as a sample, this study investigates consumer evaluations of the country brand of China. The findings of this study show that media exposure and personal experiences influence risk perceptions, which are negatively related to country-of-origin attitudes and purchase intentions. In addition, locus of control had an impact on country attitudes in the proposed model. There were also response differences between United States and Korean survey participants. Theoretical and managerial implications for country brand management are discussed.

A study on the joint effect of country image and brand image on brand preference

A study on the joint effect of country image and brand image on brand preference

Cross‐national invariance of the effect of personal collectivistic orientation on brand loyalty and equity

PurposeThis study seeks to examine whether or not the effect of personal cultural orientation on brand‐related consumer behaviors functions invariably at the individual level in two culturally opposite countries (South Korea and the USA).Design/methodology/approachData were collected from college students from South Korea and the USA. A total of 415 eligible questionnaires were collected: 212 South Korea and 203 USA. Data analysis was conducted using Multivariate analysis of variance.FindingsIt was found that personal collectivistic orientation had a significant effect on both brand loyalty and equity among both Americans and Koreans. Brand loyalty was higher among people of high collectivism than those of low collectivism across brands in both the US and South Korean samples. Likewise, brand equity was also higher among people of high collectivism than those of low collectivism across brands in both countries. These findings indicated that regardless of their national culture, collectivist consumers would show higher brand loyalty and equity than individualist consumers.Research limitations/implicationsOne limitation was that only one product category was examined in only two countries. Future research will need the validate the findings by including more product categories across more countries. In addition, other types of personal cultural orientation need to be investigated.Originality/valueOne major contribution of the study is that it examines the personal cultural orientation, not stereotyping consumers by their country or subculture membership. The other contribution is that the effect of personal collectivistic orientation holds regardless of country‐level culture.

The trademark protection of country brands: insights from New Zealand

PurposeThe purpose of this paper is to present the opportunities for and challenges of the trademark protection of country brands.Design/methodology/approachInsights into the challenges and possibilities of country brand trademark protection are identified using New Zealand as a case study. This evaluation is divided into four sections. In the first section, the relations and differences between brands and trademarks are discussed in the context of the country trademark. Then, possible sources of country trademarks are identified. Next, the benefits and challenges of creating and managing country trademarks are discussed based on the case of the New Zealand Fern Mark. The final section addresses the determiners of country trademark implementation and offers recommendations for country brand managers.FindingsThis study makes the case that a nation's heritage is a rich source of country trademarks. The selection of country trademarks must ensure that the chosen symbol conveys meaning and associations that serve a country's often broad range of offerings and resonate with a diversity of stakeholder audiences.Practical implicationsGovernance structures need to be established to manage a country trademark to ensure the country brand's integrity. This includes a licensing system and protocols to prevent successive governments from altering the brand's essence which would destroy its equity built up over time.Originality/valueThis paper extends the concept of trademarks, once the domain of products and service brands, to the emerging field of place brand management.

Collective Goods, Free Riding and Country Brands: The Chinese Experience

Company brands signify a message to consumers about the quality and value of a product. Countries can also be branded. However, unlike the brands of individual firms, country brands are collective goods. The nature of country brands creates the possibility of free riding, where individual firms benefit – in terms of price or access – from the promise made by a country brand but deliver at a level lower than what is promised by the brand. Such free riding threatens the stability of what the country brand represents unless legal, governmental, or other institutions engage in activities to reduce these adverse effects. In this paper, we investigate the Chinese brand – once standing for average quality at a low price – in the light of recent recalls. We examine how country brands emerge and the incentives that firms operating in a country have to either support or not support a country brand. We also explore the implications of diese incentives for the role of various institutions, including the government, in developing, maintaining and changing a country brand and in developing and enforcing the policies, such as protection of intellectual property, necessary to support firms' efforts toward reinforcing a trusted country brand.

Posicionamento da marca-país Brasil: uma proposta de estratégia do Oceano Azul

O livro Estratégia do Oceano Azul, de Kim e Mauborgne (2005) propõe uma nova visão em estratégia empresarial: mudar radicalmente a proposição de valor oferecida aos consumidores, reinventando os mercados de forma a tornar a concorrência atual irrelevante. O presente artigo visa, primeiramente, discutir a contribuição do modelo dos autores, com foco na identificação e entrega aos consumidores de fontes completamente novas de valor. Em seguida, a estratégia é aplicada em um exercício teórico. A proposta é de criação de um Oceano Azul para a marca-país Brasil, aplicando os respectivos conceitos. Busca-se, com este exercício, entender as vantagens e complexidades envolvidas no modelo e, ao mesmo tempo, explorar, ainda que teoricamente, o potencial para o país das oportunidades oferecidas por uma tendência do setor de turismo internacional: o turismo médico.

Corporate strategic branding: How country and corporate brands come together

The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, they can have positive associations (high quality, modern design, product innovation), which means that the country itself has a powerful brand. However, there are opposite cases where we talk about the weak branding of a particular country. It is necessary to mobilize all the available forces of politicians, business people, artists, sportsmen and scientists to create a strategy for enhancing the image and reputation of a country on the international markets, i.e. for creating the national branding strategy.