Country of branding: A review and research propositions

The relevance of country image in the globalisation of international trade is questioned as products today are manufactured, designed, assembled and sold in different countries. Known as hybrid products, these are products branded or designed in one country but manufactured, assembled or have parts supplied by another. This trend is also perceived to have homogenised a consumer buying culture for many luxury brands. In the process, the recognition of brand names is accentuated, while the country of manufacture of a product may no longer be the most important determinant for evaluation of brand image and product quality. This paper therefore extends prior country of origin research by conceptualising the country of branding as a product evaluation tool for luxury brands. The strategic and managerial implications are presented to justify the proposal. Finally, some research initiatives are discussed.