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