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.
Eugene D. Jaffe on Israel, Country Image and the Country-of-Origin Effect
Eugene D. Jaffe, Professor at the Ruppin Academic Center, discusses country image, the case of Israel and the power of the country-of-origin effect.
Nicolas Papadopoulos on Country Image Research and Nation Branding Trends
Nicolas Papadopoulos, Chancellor's Professor at Carleton University in Ottawa, Canada, in this interview discusses country image research in America and nation branding challenges and trends.
Country Brand Ranking Latin America 2015 – Insights & Trends
FutureBrand Managing Director Gustavo Koniszczer shares key insights from the Country Brand Ranking Latin America survey 2015.
Destination Branding Through National Airline: Example Air New Zealand
Air New Zealand CEO Christopher Luxon discusses the national carrier's role in communicating New Zealand's destination branding, and the country-of-origin benefits.