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.

Interviews

Larissa Perdomo on Brand Uruguay and Country Branding

24 August 201810 May 2020 The Editorial Team country brand professionals, Country Branding, 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.

Interviews

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

1 February 201810 May 2020 The Editorial Team country brand professionals, Country Branding, 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

Nicolas Bideau on Brand Switzerland, Nation Branding and Culinary Diplomacy

23 November 201710 May 2020 The Editorial Team Asia, country brand professionals, Country Branding, 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.

Interviews

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

9 November 201710 May 2020 The Editorial Team Caribbean, country brand professionals, Country Branding, country brands, country of origin, economic development professionals, Investment Attraction, 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.