Leveraging the Country-of-Origin Image by managing it at different levels

Abstract

The study aims to articulate the Country-of-Origin Image (COI) at different levels (country, industry and firm levels) by advancing the knowledge and exploring ways to manage the COI at different levels underpinned on corporate brand and brand architecture strategies. For that, a mixedmethods approach was conducted where a qualitative study looking into the case of the Brazilian Machinery Solutions Programme (BMS) was carried out in combination with a quantitative survey held with a specific target country (Colombia). Data for the quantitative study were collected with 89 Colombian industrial buyers using Brazil as a manufacturer-supplier and country of reference. Findings indicate the relevance of managing the COI at different levels and highlight the development of the COI at the industry level. This demonstrates that nation-branding and COI literature should be developed and articulated using strategic marketing programmes and brand architecture elements. The study advances the body of knowledge in the COI literature by analysing it within three different levels and offers a framework to manage the COI using corporate brand and brand architecture elements, which is beneficial to institutions, governments, trade agencies, industry associations and firms to leverage the COI by understanding aspects of it transferrable to industry and firm levels.

Conceptualizing country-of-origin image as a country-specific advantage: An insider perspective

“…Successful leveraging of COI-CSA into creating FSA can be exemplified through the case of Natura Cosmeticsa Brazilian multinational enterprise (Jones & De Pinho, 2007). The company built its herbal cosmetic products and brand image by exploiting Brazil's image of a country rich in natural resources and culturally diverse (Suter, Borini, Coelho, de Oliveira Junior & Machado, 2019). Other successful examples are Brazilian beachwear fashion firms, such as Adriana Degreas, Osklen, Agua de Coco and Cecilia Prado, that make use of Brazilian nature and popular sites in product prints, the techniques of traditional crafts, bright colors and Brazilian patterning in product design as well as the Brazilian lifestyle in communication.…”

Impact of company and country antecedents on B2B buyer perceived supplier performance

“…Similarly, Balmer and Gray (2000, p. 260) included the CI and industry images as exogenous variables to explain the perceptions of an organization. A recent CI study by Suter et al (2020) also argues the reverse relationship; that is, a country's brand image positively influences the country's industry image and the country's industry image positively influences the product and service images of companies. Both the relationships show strong correlations (b = 0.66 and 0.42, respectively).…”

The Brand as Mediation Through Design

“…Under the premise that the Brand Origin is an essential factor in evaluating products by its consumers (Johnson, Tian, & Lee, 2016), we reflect, at this point, on the origin associated with the offer of products and services under the brand. For this, we verify the impact on consumer choice and the added value that territories can bring to brands, and reciprocally, the benefits of this economic valorization of products and services for territories (Suter, Borini, Coelho, Junior, & Machado, 2020).…”