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.
Larissa Perdomo on Brand Uruguay and Country Branding
Interview with Larissa Perdomo, Director of Country Brand Uruguay XXI, on Brand Uruguay and how the South American nation approaches country branding.
Rebecca Smith on the New Zealand Story, Country Branding and Destination Brands
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.
Nicolas Bideau on Brand Switzerland, Nation Branding and Culinary Diplomacy
Ambassador Nicolas Bideau, Head of Presence Switzerland, in this interview shares his thoughts on Brand Switzerland, nation branding strategies and culinary diplomacy.
Diane Edwards on Brand Jamaica, Country Branding and Investment Attraction Strategies
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.
Paul Temporal on Nation Branding, Country Brands in Asia and Islamic Branding
Paul Temporal, Oxford University Associate Fellow and brand consultant, shares his thoughts on nation branding characteristics, country brands in Asia and the growing market of Islamic branding.
Massimo Giovanardi on Destination Marketing, Country-of-Origin and Tourism Overcrowding
Massimo Giovanardi in this interview talks about participatory destination marketing, the country-of-origin effect and how to deal with tourism overcrowding.