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Abstract. In today's society, with the great enrichment of material life, the vast majority of products are oversupplied, and the differences between products are becoming smaller and smaller with the progress of production technology. Under such circumstances, if the enterprise wants to survive, it is far from enough to rely solely on the competition of the product itself. Competition between enterprises has evolved into competition among brands in the modern society. The country-of-origin image is an important part of the brand. It is the perception and attitude of consumers for a certain brand, which directly affects the purchase behavior of consumers. Therefore, in recent years, the place of origin image is becoming a hot issue in the brand. Both the practical and theoretical circles have made a lot of discussions on the composition and influencing factors of brand image. Among the factors influencing brand image, a new concept in marketing-country of origin image is attracting widespread attention.

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