EXCHANGE ZONE EXCHANGE ZONE
EXCHANGE ZONE EXCHANGE ZONE
EXCHANGE ZONE EXCHANGE ZONE
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2<br />
WHY DOES IT MATTER?<br />
Understanding the ways in which a country can project<br />
itself, as well as the general laws that appear to govern<br />
such things, is essential for anyone who is tasked with<br />
the job of branding a nation.<br />
It should also be of interest to any involved in the<br />
marketing of consumer brands closely tied to their<br />
specific country of origin (even if just implied).<br />
• Would a car made in Kazakhstan be as well engineered as one made in<br />
Germany?<br />
• Would a financial institution from Nigeria be as reliable as one from Switzerland?<br />
Perhaps they would be, but it’s our perception rather<br />
than reality that counts.
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