Following the success of our 2015 interview series with place branding and reputation experts, we start the 2016 edition with this short interview with Eugene D. Jaffe, Professor of Marketing at the Ruppin Academic Center and Emeritus Professor, Graduate School of Business Administration, Bar Ilan University, Israel.
Country image research – in which Professor Jaffe has been involved for many years – is a fascinating topic, and Israel an intriguing case. Nations, reputation and the power of the country-of-origin effect will be among The Place Brand Observer’s focus topics this year.
- The rise of the country-of-origin effect;
- His thoughts about Brand Israel;
- Why there are significant differences in the way “international audiences” perceive a given country;
- Which is the best way to measure a country’s image.
Eugene, do you remember the first time you thought (or heard) about nation branding? What got you interested?
I really do not remember – it is a long time ago. However, I have been involved in country image research since the early 1970’s and it probably was an offset of that.
As academic, what fascinates you about the nation branding topic?
The idea that nations can be branded in order to promote their products and services by having a brand. There still is a great challenge of how to create an “umbrella” brand that can promote more than one sector, e.g. products, tourism and investment.
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