Branding Bari 2010 Cleopatra Veloutsou 1

Branding Bari 2010
Cleopatra Veloutsou
Dr. C. Veloutsou
Dr. C. Veloutsou
Dr. C. Veloutsou
Product-country stereotypes
Service stereotypes
Stereotypes
Country of Origin, Price, and
Brand, as Evaluative Criteria
Country of origin is used to signal product quality
Use of price as criterion varies across product
categories:
Acceptable price range is determined by past purchases;
perception of benefits vs. costs indicates value; and the
buying situation.
Brand reputation
Brand may be viewed as an indicator of quality and/or
consistency of satisfaction - lessening risk.
Attitude towards the Country
of Origin
Stereotyped attitudes toward foreign products &
services can favour or hinder marketing efforts
If the quality is perceived to be low
Foreign origin of the product can be disguised
Foreign identification of the product can be continued &
consumer attitudes towards the product can be changed
In some market segments foreign products have a
substantial advantage because they are foreign
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