Foreign branding

The country -of -origin effect or country of origin effect describes the influence that the image of the country of origin on the perception of a product or a service can have. This effect can be used by companies also aware in the context of image transfer strategies for marketing their products.

  • 3.1 Examples of Foreign Branding

Image effect of a country

Certain things symbolically characterize the positive image of a country. These can be general or the inhabitants awarded properties ( diligence, humor, zest for life, ...), for example, landscapes, buildings, personalities or cultural features. The consumer attitude towards a brand and their willingness to buy it can depend on the associations that connect them with the country of origin.

For the implementation of the country -of -origin effect, it is in addition to the traditional advertising numerous ways to convey the image of the country, such as brand name, logo, packaging and sponsorship. The aim is advantageous from the competition by reference to country of origin and to profit by the transfer of positive image components of a country 's own brand, can not be achieved solely through the use of origin marking. The entire communicative brand identity must be adapted to the country of origin.

Examples of the Country -of- Origin Effect

Switzerland is known worldwide for high quality work and precision in the watch industry and uses this image for other products and brands. Statements such as " Swiss Made " or pictures of the Swiss Alps to project a positive image of the country and transfer the positive associations. The French use their national image, especially for marketing strategies and marketing of wine and perfume. American companies often use the American lifestyle or the feeling of freedom as an approach for image transfers for many products. Also German and Austrian brands use these home country effect. For example, Audi also communicates abroad the slogan "Vorsprung durch Technik" in German language and thus signals the German innovative technology.

Advertising slogans of car manufacturers:

  • VW: The car ( in the U.S.)
  • Audi: Vorsprung durch Technik ( in Switzerland / Australia / UK / Denmark / Japan)
  • Renault: Créateur d'automobiles ( in Switzerland / Germany / Austria / Denmark)
  • Seat: Car emoción ( in Germany and Switzerland ).

COO Marketing

If Unvernehmen try the country of origin ( country of origin or COO) communicate to their customers, they use one of the following strategies:

  • Use of " Made in. .. "
  • Use of quality and origin seals
  • COO as part of the company name
  • Typical COO words as part of the company name
  • Use the language of the COO
  • Using famous or stereotypical persons from the COO
  • Use the flag or symbols of the COO
  • Using typical landscapes or famous buildings from the COO

Foreign branding

This brand strategy can be applied not only for the transmission of positive qualities of their own country on the image of a product, it is also used specifically to take advantage of a fremdländisches Image for its own product. The so-called Foreign Branding ( foreign brand embossing, one also speaks of " Cuckoo Trademarks") have usually begins with choosing a product or brand name, comes from the local language or thereafter sounds.

Examples of Foreign Branding

  • The Italian- sounding German fashion manufacturer " Bruno Banani "
  • The indian sounding German outdoor equipment manufacturer " Tatonka "
  • The German -sounding British outdoor equipment manufacturer " Berghaus "
  • The American -sounding German clothing chain "New Yorker"
  • The Scandinavian -sounding U.S. ice cream brand " Haagen -Dazs " (cf. Friederes Section 3.1.1)
  • The Russian- sounding German vodka brand " Pushkin Vodka"
  • The Mexican -sounding French mixed beer brand " Desperados "
Association (psychology) Horology Volkswagen NewYorker
204972
de