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The Positive Campaign Route

In: Brand Breakout

Author

Listed:
  • Nirmalya Kumar
  • Jan-Benedict E. M. Steenkamp

Abstract

Some time ago, we held a seminar at a large emerging market car manufacturer. We began by displaying pictures of identical Volkswagen cars captioned as “made in Germany” and “made in Mexico.” When we asked executives which of the two cars they preferred, the room filled with laughter. The German one, of course! Their own reaction summarized 10 slides of statistics, that the country of origin can be a brand asset — or a liability.

Suggested Citation

  • Nirmalya Kumar & Jan-Benedict E. M. Steenkamp, 2013. "The Positive Campaign Route," Palgrave Macmillan Books, in: Brand Breakout, chapter 0, pages 115-144, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-27662-9_6
    DOI: 10.1057/9781137276629_6
    as

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