Episode 34: The Power of “From”: The Country-of-Origin Effect

This episode revisits a key concept in the study of international image: the ‘country-of-origin effect’ by which countries can enhance the value of products made there and vice versa. Simon notes that an estimated 1/3 of all value in the world is locked in brand value and the desire of some developing countries to develop international brands. He recalls the successful case of Dilmah tea as a Sri Lankan brand. Nick recalls the success of Germany in repositioning its Country-of-Origin narrative from inexpensive manufactured goods in the late 19th century to its high-quality well-designed products in the early 20th century and since – a trajectory followed by Japan and now by China. They discuss brands which imply a false origin and recent attempts to protect an image as when Jamaica objected to Adidas using its national colors on shoes.

You can listen to Episode 34: The Power of “From”: The Country-of-Origin Effect online on Radio and Podcast. Open the player on this page to stream the available audio.

Episode 34: The Power of “From”: The Country-of-Origin Effect is an episode from People, Places, Power by Nick Cull & Simon Anholt.

This episode is 33:08 long.

This episode was published on Jul 8, 2022.

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