basic-guide-to-exporting_Latest_eg_main_086196

dimensions in centimeters, weights in grams or kilos, and temperatures in degreesCelsius. Information on foreign standards and certification systems is available fromthe National Institute of Standards and Technology (nist.gov).Branding, Labeling, and PackagingConsumers are concerned with both the product itself and the product’s secondaryfeatures, such as packaging, warranties, and services. Branding and labeling productsin foreign markets raise new considerations for your company, such as:• Are international brand namesimportant to promote and distinguisha product? Conversely, should localbrands or private labels be used toheighten local interest?• Are the colors used on labels andpackages offensive or attractive tothe foreign buyer? For example, insome countries certain colors areassociated with death.• Can labels and instructions be produced in official or customary languages ifrequired by law or practice?• Does information on product content and country of origin have to be provided?• Are weights and measures stated in the local unit? Even with consumer products,packaging and describing contents in metric measurements (e.g., kilograms,liters) can be important.• Must each item be labeledindividually? What is the languageof the labeling? For example, “Madein the USA” may not be acceptable;the product may need to be labeledin the language spoken by thecountry’s consumers. There may bespecial labeling requirements forfoods, pharmaceuticals, andother products.• Are local tastes and knowledge considered? A cereal box with the picture of aU.S. athlete on it may not be as attractive to overseas consumers as the picture ofa local sports hero.InstallationYour U.S. brand name is importantto you, but it may be less importantto foreign consumers. On the otherhand, in some places, it may be morevaluable than it is in the U.S.A visible endorsement from a famousperson may get you sales at home, butthe same person may be unknown—or, worse, disliked—elsewhere.Another element of product preparation that your company should consider isthe ease of installing the product overseas. If technicians or engineers are neededoverseas to assist in installation, your company should minimize their time in the fieldif possible. To do so, your company may wish to preassemble or pretest the productbefore shipping or to provide training for local service providers through the web,94U.S. Commercial Service • A Basic Guide to Exporting