“Made in”, “Country of origin” or “Geographical identification”, are names that indicate, directly or indirectly to a product (brand) or service comes from a particular place, be a country, a group of countries, a region or a locality.
These labels are synonymous with prestige, quality and confidence, which not only basic objective is the protection of the consumer, but the conquest of other consumers in world markets.
From a marketing perspective, the use of the “Country of origin” label is the way to differentiate a product or service of a geographic location.
Identical items in all characteristics except in their origin, they are perceived differently by consumers.
Several studies have shown that this label has a significant impact on the perceptions of a buyer, with regard to the quality and benefits offered by the product, what tips the scale at the time of purchase.
There are other ways to show nationality, and it is the use of the language of the producing country, as also the use of celebrities, handling of flags or symbols characteristic, use of landscapes, places, outstanding buildings or simply the use of the label “Made in…”
Global brands
One of the characteristics of globalization is that it denationalizes the products closer to broader and more competitive markets.
This is the landscape that is currently facing large, medium or small companies to conquer new spaces.
In this scenario, many of the products that are sold in the world are the result of or parts from different countries, which are then assembled in a third country where the manufacturing process is completed.
In these cases, it is difficult to know exactly what is the country of origin, and to determine it, multinational companies labeled the product with the logo or name of a brand.
Nike, Apple, Disney, Levi’s, Adidas, Samsung, Pepsi, Hewlett-Packard, among others, are global companies recognized not only by its name, but because they manage very high standards at the international level, both production and internal administrative processes, as in working conditions for its employees, service customer, legal and legal matters in their finances, etc.
The fact of change or add a key material to a product, or give you a substantial transformation of usage, one of the countries where it is produced, can become a problem of identification of origin, reason by which,
multinationals have established rigid controls.
Conditions to bring a product to the global market
According to Interbrand, the world’s largest branding consultancy, so a company transfer its natural borders and your product is assimilated as a global brand, require four basic conditions: breadth, weight, extension and depth of brand.
1. scope (Breadth). Ability to reach and satisfy the demand international by attaching to new markets and cultures. The score in this category reflect reflects the ability of the brand to expand in terms of ages, types of
consumer and global presence. A brand with amplitude is able to cross social, cultural and religious boundaries.
2. weight (Weigth). Will refi ere to leadership and the weight that the brand has in its respective category.
3. extension (Length). Will refi ere extension or coverage that a brand can achieve through the years, and the way how you intend to keep it in the future.
4. depth (Depth). A key aspect of a brand is the degree of commitment that has reached with its consumers.
The key: coupling markets
“Made in”, “Country of origin” or “Mark”, any of these signs may be indicated, it all depends on where you want to go.
The key lies in companies with international aspirations to use all the modern instrument of management, technology and production processes to meet the requirements of quality and expertise demanded by the markets in the world today.