It’s a German

The Country of Origin Effect is described by Simon Anholt as ‘some countries- and Italy is a good example of this- add appeal to their export in a way that seems completely effortless.” (Anholt, competitve identity, 2007) According to Anholt the “Made in” label is just as important as the “Made by” label. For example, people would rather buy chocolates from Belgium than chocolates from Ghana. Another example: people would rather buy a television made in Japan than China. (Anholt, competitve identity, 2007)

The country of origin effect is part of nation branding, but it can also work independently. It also does not mean that when a country has a strong country of origin effect that the country automatically has a strong brand. (C. Misailidi, personal communication, May 12, 2014)

In some cases the country and the brand connect: both sides like to be associated with each other, like Ikea and Sweden or BMW and Germany. (Anholt, Competitive Identity, 2007)

claudia-schiffer-says-the-opel-astra-never-breaks-down-video-79964_1-2
Opel wants to be associated with Germany

But in some cases this connection can hurt one party. Anholt explains in his book “competitive identity” that a lot of Western Europeans would hire a Polish plumber but this has an effect on the image of Polish pilots, doctors and advocates in Western Europe. (Anholt, Competitive Identity, 2007)

Lastly, some brands want to be ‘international’ and not be linked with a country because that can hurt their image. With ‘internationally’ is meant that brands do not want to tell wich country they are from. One of these brands is for example Nokia, which comes from Finland, but the image of the country doesn’t fit with the desired reputation of the brand. (Anholt, Competitive Identity, 2007)

This year, FutureBrand launched the country of origin effect for the first time. To view the ranking see the link here: http://www.futurebrand.com/images/uploads/studies/cbi/MADE_IN_Final_HR.pdf

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