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.
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.
Gregory Pomerantsev on Aviation, Travel and Place Branding
Gregory Pomerantsev on city brands, airBaltic, Belarus country branding and the role of aviation and airlines in place branding
Current State of Place Branding Practice in Asia
Learn about the current state of place branding in Asia in the eyes of leading place brand developers, managers, researchers and place branding advisors.
Current State of Place Branding Practice in Latin America
Leading place brand developers, managers and marketers share their opinion on the current state of place branding practice in Latin America.
Country Brands: Nation Branding En Vogue (Again)
The Place Brand Observer editor Florian Kaefer reflects on the growing popularity of country brands and nation branding as a means to attract investment, visitors and talent.
Media Coverage of Clean, Green and 100% Pure New Zealand
Summary of research conducted for assessing place brand credibility in the case of 'clean, green' and '100% Pure' New Zealand destination brand positioning.