Made In: The value of Country of Origin for future brands

This report examines the value of a brand's 'Country of Origin', through research into how consumers define the concept and how important where a product is 'Made In' is to a brand's strength, story and differentiation.
It demonstrates that Country of Origin can confer both rational and emotional assets to a product, and therefore drive consumer choice. People are also becoming more aware of where a product is designed and made, and the home of its parent company. The strongest Countries of Origin for different product categories are clear in people's minds and the reputation of a Country of Origin depends on its excellence across multiple industries. However, the strength of a nation's brand does not necessarily translate into Country of Origin strength. Marketers must recognise that authenticity is more important than ever and that they...

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