2. Country-of-origin perceptions are mental associations
& beliefs triggered by a country

3. BUILDING COUNTRY IMAGES
Attracting foreign business
Boost local economy
Provide jobs
Improve infrastructure

4. BUILDING COUNTRY IMAGES
Countries marketed like brands

5. CONSUMER PERCEPTIONS
Distinct attitudes for brands from different countries

6. CONSUMER PERCEPTIONS
Ethnocentricity
Predisposed to their own country’s product

7. CONSUMER PERCEPTIONS
More favorable a county’s image,
More prominently “MADE IN …….”
campaign should be displayed

8. CONSUMER PERCEPTIONS
Impact of country’s origin varies with type of product

9. CONSUMER PERCEPTIONS
Certain countries enjoy reputation for certain goods

10. CONSUMER PERCEPTIONS
Some country-of-origin perception can
encompass an entire countries products