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Dealing with a Negative Country Image

In: Globally-Minded Marketing

Author

Listed:
  • Carlos J. Torelli

    (University of Illinois Urbana-Champaign)

  • Maria A. Rodas

    (University of Illinois Urbana-Champaign)

Abstract

A key reason for adapting brand communications while attempting a global expansion is to hide a negative country association. This is common for brands from developing countries when attempting to enter markets in developed countries, as consumers in developed countries often associate brands from developing countries with poor product quality. To overcome negative country-of-origin associations, brands from developing countries can do the following: (1) Hide the country of origin and adapt the communication strategy; (2) Acquire a high-reputation brand; (3) Change the negative country image; and (4) Leverage a broadly defined region.

Suggested Citation

  • Carlos J. Torelli & Maria A. Rodas, 2024. "Dealing with a Negative Country Image," Springer Books, in: Globally-Minded Marketing, chapter 0, pages 177-182, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-50812-7_14
    DOI: 10.1007/978-3-031-50812-7_14
    as

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