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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.

Interviews

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

TPBO -
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.
Interviews

Paul Temporal on Nation Branding, Country Brands in Asia and Islamic Branding

TPBO -
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.
Interviews

Massimo Giovanardi on Destination Marketing, Country-of-Origin and Tourism Overcrowding

TPBO -
Massimo Giovanardi in this interview talks about participatory destination marketing, the country-of-origin effect and how to deal with tourism overcrowding.
Interviews

Gregory Pomerantsev on Aviation, Travel and Place Branding

TPBO -
Gregory Pomerantsev on city brands, airBaltic, Belarus country branding and the role of aviation and airlines in place branding
Observations

Current State of Place Branding Practice in Asia

TPBO -
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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At The Place Brand Observer (TPBO) we are passionate about the identity, image and reputation of cities, regions and countries, their uniqueness, attractiveness, soft power and brand value.

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