Branding Bari 2010 Cleopatra Veloutsou 1

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Branding Bari 2010 Cleopatra Veloutsou Dr. C. Veloutsou Dr. C. Veloutsou Dr. C. Veloutsou COUNTRY OF ORIGIN Where a product or brand comes from often influences a consumer perception of the product Country-of-origin effect Deals with quality perceptions of products. This effect differs by product category and quality level of the country of production Country-of-origin bias Customers tend to overstate the positive and negative of product attributes and this can cause a bias towards products from a given country Country of Origin “The picture, the reputation, the stereotype that businessmen and consumers attach to products of a specific country” (Nagashima, 1970). “Made in ‘places’ or geographic origins, which can be anything from a city to a state or province, a country, a region, a continent – or the world in the case of ‘global’ products. Farther, unless viewed in strictly legal terms, ‘made-in’ can mean manufactured-in but also assembleddesigned- or invented-in, made by a producer whose domicile is in, and often, wanting to look like it is made-in …” (Kaynak and Cavusgil, 1983). “The overall perception consumers form of products from a particular country, based on their perceptions of that county’s production and marketing strengths and weaknesses” (Roth and Romeo, 1992). “The place in the world where a product is manufactured is the county of origin” (Liefeld, 2004) Country of Origin Country with which good/service is associated Country of Manufacture Global Branding Country where the product is manufactured (for products) Country where the headquarters are located (for services) Country-of-design Country where the product is originaly designed In the absence of other product information, country of origin impacts consumers’ product evaluations 50
Branding Bari 2010 Cleopatra Veloutsou Dr. C. Veloutsou Dr. C. Veloutsou Dr. C. Veloutsou Which is the country of origin? The country that the headquarters of the company is (the home-country of the company) or……... The country of manufacturing or assembly Made in …. or Assembled in …. Is the product’s origin important to the customers? yes Is the product’s origin important of the meaning of the brand? yes Do the product’s and the brand’s origin fit from the customers view? no What are the effects to be expected? negative KEEP PRODUCTION IN COUTRIES WITH ACCEPTABLE FIT TO THE BRAND’S ORIGIN Depending on the image of the country companies say... Positive image of the country Negative image of the country Deciding the Production Site no no Neutral/Positive CHOOSE A PRODUCTION SITE 51
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Branding Bari 2010 Cleopatra Veloutsou 1

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