EXCHANGE ZONE EXCHANGE ZONE
EXCHANGE ZONE EXCHANGE ZONE
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32<br />
CONCLUSION 3<br />
Measuring the level of country DNA within each “bundle” of brands<br />
perhaps wasn’t needed for this analysis.<br />
Our own subjective judgement can compare the general associations<br />
we have when looking at each “bundle” with the DNA related to the<br />
country of origin.<br />
It is very clear that Japanese brands are generally associated<br />
with innovation and technology.<br />
While French brands are about style and glamour (just as France<br />
the country is generally perceived).<br />
British brands appear to be inconsistent. Some are linked to<br />
former prestige and heritage, while others appear to be a more<br />
youthful breed of international champions.<br />
The effect that brands have on a country – especially when tourism<br />
advertising is not present – should not be ignored.
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