country of origin

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.

Magdalena Florek Researcher Profile

Magdalena Florek, Poland: researcher specialized in place branding effectiveness/measurement/performance, brand identity and image, place brand equity, place-of-origin effect.

Country Branding Interviews

Interview with Larissa Perdomo on Brand Uruguay and Country Branding

24 August 201826 September 2018 The Editorial Team country brand professionals, country of origin, destination marketing, Latin America, premium access, South America, Uruguay

Interview with Larissa Perdomo, Director of Country Brand Uruguay XXI, on Brand Uruguay and how the South American nation approaches country branding.

Country Branding Interviews

Interview with Rebecca Smith on the New Zealand Story, Country Branding and Destination Brands

1 February 201831 January 2018 The Editorial Team country brand professionals, country brands, country of origin, destination marketing, New Zealand

Rebecca Smith in this interview discusses New Zealand’s approach to country branding, how destination marketing influences country brands, the key ingredients for destination branding success and how New Zealand measures the impact and value of its place brand strategies.

Interviews

Interview with Nicolas Bideau on Brand Switzerland, Nation Branding and Culinary Diplomacy

23 November 201718 January 2018 The Editorial Team Asia, country brand professionals, country brands, country of origin, cultural diplomacy, Europe, premium access, public diplomacy professionals, Switzerland

Ambassador Nicolas Bideau, Head of Presence Switzerland, in this interview shares his thoughts on Brand Switzerland, nation branding strategies and culinary diplomacy.

Country Branding Interviews

Interview with Diane Edwards on Brand Jamaica, Country Branding and Investment Attraction Strategies

9 November 20179 November 2017 The Editorial Team Caribbean, country brand professionals, country brands, country of origin, economic development professionals, investment, Jamaica, nations

Diane Edwards, President of the Jamaica Promotions Corporations, discusses country branding challenges, the power of Jamaica as country-of-origin and its potential to become the business hub of the Caribbean.

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