Country of origin" as Brand Element

Country of origin" as Brand Element one of the facts of life in global marketing is that perceptions about and attitudes toward par- ticular countries often extend to products and brands known to originate in those countries. Such perceptions contribute to the country-of origin effect: they become part of a brand's image and contribute to brand equity. This is particularly true for automobiles, electronics. fashion. beer, recorded music, and certain other product categories.

Perceptions and attitudes about a product's origins can be positive or negative. On the posi-tive side, marketing expert pointed out in the mid-1990s. "German is synonymous with as one

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Country of origin "as Brand Element one of the facts of life in global marketing is that perceptions about and attitudes. Toward par - ticular countries often extend to products and brands known to originate in those countries. Such perceptions. Contribute to the country-of origin effect: they become part of a brand 's image and contribute to brand equity. This is. Particularly true, for automobilesElectronics. Fashion. Beer recorded, certain, music and other product categories.

Perceptions and attitudes about a. Product 's origins can be positive or negative. On the posi-tive side marketing expert, pointed out in the mid-1990s. "German. Is synonymous with as one.