Marketers influence country-of-origin effects by building positive associations with their home country's brand image. Global marketers recognize that consumers have preconceptions about products based on their country of origin, such as associating French goods with style. Marketers can emphasize displaying the country of origin label prominently when their country has a favorable reputation, but may downplay origin for less glamorous goods or those from developing nations.

1. How do marketers
influence country-of-
origin effects?

2. Country-of-origin perceptions are the mental
associations and beliefs triggered by a
country.
Marketers want to use positive country-of-
origin perceptions to sell their products
and services.

3. Building Country Images

4. Countries are being marketed like any
other brand

5. Each country has developed its own
country brand image
Japan New zealand

6. Consumer Perceptions of Country of Origin

7. Global marketers know that buyers
hold distinct attitudes and beliefs
about brands or products from
different countries.
If it’s French, it must be stylish”).

8. .
People are often ethnocentric and
favorably predisposed to their own
country’s products,unless they come
from a less developed country

9. The more favorable a country’s image, the
more prominently the “Made in...” label
should be displayed.

10. The impact of country of origin varies
with the type of product
Consumers want to know where a car
was made , but not the lubricating oil

11. Certain countries enjoy a reputation
for certain goods