Imagine being presented with a product about which you know virtually nothing. You're unaware of its price, its unique features, or even its category. However, you do know the product's country of origin. Let's say, for instance, the product is from Switzerland. What would be your initial impression of this product? Even in this hypothetical scenario, you could probably make assumptions about the product's likely price range, its probable quality, and its potential reputation. These assumptions are driven by your preconceptions about the country in question. The concept of country branding goes beyond simply attaching a "Made in XXX" label to a product. The origin of a product is a crucial aspect of branding that can sometimes overshadow other reputation-building factors.
If you were told that the next supercar was coming from Germany, you probably wouldn't be surprised. You might even be intrigued, expecting the imaginary vehicle to be of high engineering and design quality, expensive, and robust. But what if you were told that the upcoming supercar was actually from Greece? Your impressions of the potential product would likely change dramatically, influenced by the perceived personality that the country of origin conveys.
Have you ever wondered why every perfume bottle is accompanied by packaging that lists cities like "Paris, Milan, New York, Rome, London"? You probably don't expect the perfume to be produced in all those places. Now imagine if the perfume's list of cities read "Prague, Helsinki, Melbourne, Seattle, Oslo, Auckland". Your initial impressions of the two versions of the same product would likely be influenced by the assumptions you make about their proclaimed affiliations. This is quite ironic considering that none of us truly believe that any of the mentioned locations have anything to do with the product's manufacture.
It's fascinating to consider how valuable some countries are for their manufacturers. A high-tech brand from Japan seems logical to most of us. It's likely that marketing a high-tech brand in the USA would be significantly easier if the product was from Japan rather than Iceland. Why? Because the country sets the initial reputation for the brand.
Interestingly, brands can also shape the reputations of countries. Take Finland, for example. If you were asked about Finland ten years ago, you might have mentioned "cold", "midnight sun", and so on. Today, you're likely to associate Finland with high-tech mobile phone technology, largely thanks to Nokia, which was a chainsaw manufacturer just twenty years ago.
So, it can be argued that brands shape countries' reputations and countries shape brands' reputations. This is an intriguing concept to bear in mind when creating a new brand. It should prompt you to consider not only the values your brand should embody, but also where it should be manufactured and where it should be perceived as being manufactured. While having the wrong country label on your package won't ruin your brand, having the right "Made in" label could save you a significant amount of marketing money.
The Power of Branding: A Focus-Driven Approach
The secret to successful branding often eludes many, with questions frequently arising about how to transform a brand into a global powerhouse akin to Coca-Cola. Unfortunately, there's no magical formula for brand building. However, the path to success can be navigated by adhering to three fundamental principles. These principles serve as the guiding light towards building a successful brand, with the primary emphasis being on focus. This focus encompasses a specific audience, values, and tone-of-voice. While it may seem simplistic, identifying your unique target group is a crucial first step.
The Power of Branding: Captivating the Younger Generation
The art of branding is centered around the creation of iconic symbols that resonate with the public. When an image becomes a part of the collective visual literacy, it has the power to convey complex values in a succinct and easily understood manner. This article delves into the evolution of branding and its increasing appeal to younger audiences.
