Leveraging the Country-of-Origin Image by managing it at different levels

Mariana Bassi Suter (), Felipe Mendes Borini (), Diego Bonaldo Coelho (), Moacir Miranda Oliveira Junior () and Marcos Cesar Conti Machado ()
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Mariana Bassi Suter: University of Leeds
Felipe Mendes Borini: University of São Paulo – USP
Diego Bonaldo Coelho: ESPM
Moacir Miranda Oliveira Junior: University of São Paulo – USP
Marcos Cesar Conti Machado: ESPM

Place Branding and Public Diplomacy, 2020, vol. 16, issue 3, No 3, 224-237

Abstract: Abstract The study aims to articulate the Country-of-Origin Image (COI) at different levels (country, industry and firm levels) by advancing the knowledge and exploring ways to manage the COI at different levels underpinned on corporate brand and brand architecture strategies. For that, a mixed-methods approach was conducted where a qualitative study—looking into the case of the Brazilian Machinery Solutions Programme (BMS)—was carried out in combination with a quantitative survey held with a specific target country (Colombia). Data for the quantitative study were collected with 89 Colombian industrial buyers using Brazil as a manufacturer-supplier and country of reference. Findings indicate the relevance of managing the COI at different levels and highlight the development of the COI at the industry level. This demonstrates that nation-branding and COI literature should be developed and articulated using strategic marketing programmes and brand architecture elements. The study advances the body of knowledge in the COI literature by analysing it within three different levels and offers a framework to manage the COI using corporate brand and brand architecture elements, which is beneficial to institutions, governments, trade agencies, industry associations and firms to leverage the COI by understanding aspects of it transferrable to industry and firm levels.

Keywords: Country-of-origin image (COI); Business-to-business (B2B); Brand architecture; Corporate brand (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1057/s41254-019-00149-z

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