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.
Does coffee come to your mind when thinking about Indonesia? Country-of-origin, nation branding and public diplomacy are the passions of Gadis Ranty, a junior official at the Indonesian Ministry of Foreign Affairs. Gadis recently wrote an article for the Master of Public Diplomacy blog at the University of Southern California, Annenberg (USA), which was republished in The Jakarta Post. This guest post is an expanded version of the original article, in which Gadis shares her personal view.
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