Country of Origin is a key reason for and purpose of country brand positioning – or country branding. A well studied concept known as the country-of-origin effect, which can be positive (when a product from a specific country benefits from being associated with that country, for example Swiss watches), or negative, in which case we refer to a black cloud effect.
Learn more about this intriguing phenomenon in the following research summaries and reflections.
Sithembile Ntombela in this interview introduces us to South Africa’s approach to destination marketing and nation branding. Learn about South Africa’s economic and social reality, investment opportunities and how Brand South Africa works towards strengthening a shared national identity.
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John Pearce, CEO of Made in Britain (MiB), in this interview illustrates how the non-profit organization is supporting British manufacturers abroad, how it is funded and the challenges Great Britain faces at the moment.
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How Peru has changed and evolved over the last twenty years, its challenges and potential – the topics discussed by Xabier Díaz de Cerio of Fábrica de Ideas in Lima.
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Magdalena Florek, Poland: researcher specialized in place branding effectiveness/measurement/performance, brand identity and image, place brand equity, place-of-origin effect.
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Interview with Larissa Perdomo, Director of Country Brand Uruguay XXI, on Brand Uruguay and how the South American nation approaches country branding.
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