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.
Christopher Luxon on Destination Branding Success And the Role of National Carriers Like 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.