The Overflow of Peru's Country Brand

2020 ◽  
pp. 93-108
Author(s):  
Gisela Cánepa Koch
Keyword(s):  
Country Brand

scholarly journals Collective Goods, Free Riding and Country Brands: The Chinese Experience

2008 ◽  
Vol 4 (2) ◽  
pp. 211-223 ◽  
Author(s):  
Jay B. Barney ◽  
Shujun Zhang
Keyword(s):  
Intellectual Property ◽  
Adverse Effects ◽  
Free Riding ◽  
Average Quality ◽  
Collective Goods ◽  
Country Brand ◽  
The Government ◽  
The Stability

Company brands signify a message to consumers about the quality and value of a product. Countries can also be branded. However, unlike the brands of individual firms, country brands are collective goods. The nature of country brands creates the possibility of free riding, where individual firms benefit – in terms of price or access – from the promise made by a country brand but deliver at a level lower than what is promised by the brand. Such free riding threatens the stability of what the country brand represents unless legal, governmental, or other institutions engage in activities to reduce these adverse effects. In this paper, we investigate the Chinese brand – once standing for average quality at a low price – in the light of recent recalls. We examine how country brands emerge and the incentives that firms operating in a country have to either support or not support a country brand. We also explore the implications of diese incentives for the role of various institutions, including the government, in developing, maintaining and changing a country brand and in developing and enforcing the policies, such as protection of intellectual property, necessary to support firms' efforts toward reinforcing a trusted country brand.

A Treatise on Isoattribute Curve Analysis, Consumer Induction Factor, and Country Brand Value

2022 ◽  
pp. 125-162
Author(s):  
Debasish Roy
Keyword(s):  
Time Series ◽  
Curve Analysis ◽  
Working Environment ◽  
Utility Analysis ◽  
Environment Factors ◽  
The Third ◽  
Brand Values ◽  
Final Segment ◽  
Country Brand ◽  
Series Study

This research has endeavored to focus on three major issues that are yet to be explored as per the existing literature on marketing. The first issue focuses on the Isoattribute curve analysis, rooted in the theory of conjoint utility analysis. In other words, the first segment concentrates on the derivation of the Isoattribute curve model which helps to attain the consumer equilibrium condition in a two-commodity world (brand or non-brand products). The second segment of the chapter has transitioned from the microeconomic model to the macroeconomic perspective based on a ‘single-country' approach, i.e., USA, based on a derivation of consumer induction factor (CIF). Finally, the third and final segment of the chapter extends its horizon at a larger scale by conducting a cross-country time-series study of 10 years (2009 – 2018) which redefines branding in an absolutely new dimension where the ‘brand values' of seven sample countries are estimated by inculcating the socio-economic, political, and working environment factors as the major dimensions.

scholarly journals Role of attitudes in Brazil's country brand image

2018 ◽  
Vol 21 (3) ◽  
pp. 297 ◽  
Author(s):  
Janaina De Moura Engracia Giraldi ◽  
Vishwas Maheshwari ◽  
Fabiana Mariutti ◽  
Anastasia Konstantopoulou
Keyword(s):  
Brand Image ◽  
Country Brand

scholarly journals Japan in Spain. Japanese Culture through Spanish Eyes in the Film Gisaku

Arts ◽  
2018 ◽  
Vol 7 (4) ◽  
pp. 93
Author(s):  
Rosanna Pérez
Keyword(s):  
National Identity ◽  
National Culture ◽  
Japanese Culture ◽  
Good Image ◽  
Production Strategies ◽  
Country Brand

Gisaku (2005), by Baltasar Pedrosa, is a unique Spanish movie that was produced to sell the Spanish country brand to visitors attending the Spanish Pavilion at Expo Aichi 2005. It is a cartoon feature production that builds a fantastic plot combining the Expo’s theme, the Spanish institutional objective of showing a good image of the country, and the aim of pleasing the target. This paper focuses on the last issue, more specifically on the narrative and production strategies of transcultural exchange developed to attract the Japanese audience. We analyze the movie from a discursive perspective. It is our hypothesis that Gisaku tries to empathize with its target by constructing a certain representation of the Japanese national culture the features of which come from an imagery of Japan negotiated in both traditional and renewed ways from Spain. It is a hybrid anime that deals with transnational representations of the Japanese national identity.

scholarly journals Country Brand Equity: The Decision Making of Corporate Brand Architecture in Cross-Border Mergers and Acquisitions

2020 ◽  
Vol 12 (18) ◽  
pp. 7373
Author(s):  
Arup Barua ◽  
Alexandra Ioanid
Keyword(s):  
Brand Equity ◽  
Corporate Reputation ◽  
Management System ◽  
Brand Management ◽  
Corporate Brand ◽  
Brand Architecture ◽  
Cross Border ◽  
Corporate Brand Management ◽  
Country Brand ◽  
High Degree

Cross-border merger and acquisition (CBM&A) is a dominant and sustainable antagonistic strategy, but a relevant concern like a country has inadequately been emphasized over the five decades of acquisition studies. Therefore, this article attempts to examine the impact of country brand equity (CBE) on corporate brand architecture (CBA) in post-CBM&A. It first originates a hypothetical model esteeming Resource-Based View (RBV) and Industrial Organization (IO) theory following the Structure-Conduct-Performance (SCP) paradigm. Then, it tests the model conducting a web survey on 124 acquiring corporates from 29 countries that accomplished CBM&A transactions between 1990 and 2014. The empirical findings clarify that the market aspect, such as the acquirer’s more substantial country brand equity, indirectly leads to the high degree of CBA standardization in the host market through prioritized intangible and strategic resources—corporate reputation and corporate brand management system. Individually, the acquirer’s corporate reputation cumulatively yields a high degree of CBA standardization with corporate brand power, which has only a direct effect. On the other hand, the corporate brand management system leads to a high degree of CBA standardization cumulatively with corporate reputation. It is deemed that the research findings as a whole reveal a framework for the application of country brand equity and corporate brand architecture in post-CBM&A.

Sign in / Sign up

Export Citation Format

Share Document