The Brand Image and the Country of Origin - Case Study Example

Therefore, products associated with a specific country tend to create a positive image of the brand. A good example is the French companies associated with a reputable brand image, especially in perfumes, the textile industry, and wines' production. The same country has a negative brand image when it comes to cars and technology equipment. The different nations' brand images vary a lot and therefore being relevant to the product that has a high competitive advantage is important for the consumers in terms of consumption (Carpenter, 2013).

Many countries have strong product images, but brand images are perceived as weak, making the consumption low. Therefore, the effect brought by a product’s origin and the brand image it possesses is country-specific and product category-specific. Management from the consumer’s perspective is critical in the creation of effective brand positioning. Therefore a product in the market becomes significant to the customers when the brand positioning is strong, and there is a unique brand association with the other products.

Brand equity is the main aim that drives marketers to market a certain product. Since the brand image is majorly based on the customer’s perspective, the marketer's control over this issue is minimal. Based on research, Schiffman (2007) study stated that positioning elements of the products in the market differs according to the personal characteristics, objectives desired, and customers' values. However, external factors affect brand positioning in the market. These factors include competition, social issues, and the economy's cultural issues (Eva Kipnis, 2012).

International positioning raises different challenges in the market. Most of the market consumers use the brand country of origin to evaluate new products in the market. When new products are introduced in the market, consumers' attitudes towards purchasing them depend on manufacture and brand positioning.