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.
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.
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Massimo Giovanardi in this interview talks about participatory destination marketing, the country-of-origin effect and how to deal with tourism overcrowding.
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Gregory Pomerantsev on city brands, airBaltic, Belarus country branding and the role of aviation and airlines in place branding
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Learn about the current state of place branding in Asia in the eyes of leading place brand developers, managers, researchers and place branding advisors.
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Leading place brand developers, managers and marketers share their opinion on the current state of place branding practice in Latin America.
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