From the way company attract the investment, foreign talent and foreign companies to work with it.Policy makers are nowadays much closer to the international media than they ever used to be. The policy decisions made of the country’s government.The country’s exports with a clearly marked “Made in” label are powerful ambassadors of the country’s image internationally.The loudest branding effort comes from country’s tourism promotion, and people’s experience of visiting the country as tourists or business travelers.Each of these components has a huge impact on the image that country projects : Country image is propagated through channels that can be described in a Hexagonal Pattern of communication. Countries thus try hard to maintain their images and hence generate a positive reputation for their products in international market. This is because the American consumers believed that Japanese cars offered greater value than American cars. German engineering, Japanese miniaturization, Italian flair, Swedish design, British class, Swiss precision – those are brand values which rub off onto all the products that come from those countriesĬountry Image is the reason why, in the early 1990s, Americans bought Toyota Corollas (which were quite expensive) rather than Geo Prizms (which were quite cheap), even though they were exactly the same car, made in the same factory. It has been a long known fact that “Made In” label is just as powerful and just as valuable as a “Made By” label. Country Image: Precursors to Country of Origin EffectĬountry image can be defined as the sum of information in the consumers’ mind about a nation/country. Therefore the country, the type of product, and the image of the company all its brand play a crucial rule in deciding whether the country of origin will engender a positive or a negative reaction. These stereotypes are generally broad and vague according to which they judge a specific country or a specific product to be the best: French Perfumes, Italian Leather, Chinese Silk and Japanese Technology are all examples of such stereotypes. Consumers tend to have a stereotype about product and countries that have been formed by experience, hearsay, myth. Studies have shown that when a customer becomes aware of the country of origin of a product his/her image about the product is influenced either positively or negatively according to his perceptions. The Country of Origin Effect is the influence that the manufacturer country has on the positive or negative consumer judgment.

Tubecast country of origin