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.
Read moreCountry 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, Poland: researcher specialized in place branding effectiveness/measurement/performance, brand identity and image, place brand equity, place-of-origin effect.
Read moreInterview with Larissa Perdomo, Director of Country Brand Uruguay XXI, on Brand Uruguay and how the South American nation approaches country branding.
Read moreRebecca 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.
Read moreAmbassador Nicolas Bideau, Head of Presence Switzerland, in this interview shares his thoughts on Brand Switzerland, nation branding strategies and culinary diplomacy.
Read moreDiane 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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