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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.

Country Brands: Nation Branding En Vogue (Again)

Florian -
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.
Case Studies

Media Coverage of Clean, Green and 100% Pure New Zealand

Florian -
Summary of research conducted for assessing place brand credibility in the case of 'clean, green' and '100% Pure' New Zealand destination brand positioning.
Research Insights

Place Brand Equity: Economic Value of ‘Clean, Green’ New Zealand

The Editorial Team -
Short review of literature on the economic value of New Zealand's 'clean, green' national image and its '100% Pure' destination brand.
Research Insights

Gadis Ranty on Public Diplomacy, Coffee and Indonesia as Country of Origin

The Editorial Team -
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.
Interviews

Marcus Osborne on Country Brands and Nation Branding in Asia

The Editorial Team -
Marcus Osborne, brand consultant based in Kuala Lumpur, Malaysia, in this interview discusses nation branding challenges in Asia, Brand Malaysia and the power of the country-of-origin effect.
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