Is it really possible to brand a nation? If yes, where does the Indian brand stand in the global landscape? Be it AdAsia 2003 or the Indian Economic Summit 2003, experts are discussing and debating the need and benefits of branding India. After all, why so much hype on the subject, ask Anil Gupta and Anupam Ghosh.
Do `Made in' labels really make a difference in the evaluation of products? Yes, they do and today an enormous amount of academic research is available to support this answer. It all started with a seminal study by Schooler in 1965 and subsequently, over 350 studies across the world have been undertaken to understand this phenomenon across various product categories and contexts. Popularly known as COO [Country of Origin] effect, research has proved that consumers consider this cue while evaluating the products. In fact, most of the studies have even proved that this is the most important external cue considered by consumers while evaluating products. Be it industrial segment or consumer goods segment the behavior is found to be similar and consistent. |
