The Positive Campaign Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

Chapter Five in Brand Breakout, 2013, pp 115-144 from Palgrave Macmillan

Abstract: Abstract Some time ago, we held a seminar at a large emerging market car manufacturer. We began by displaying pictures of identical Volkswagen cars captioned as “made in Germany” and “made in Mexico.” When we asked executives which of the two cars they preferred, the room filled with laughter. The German one, of course! Their own reaction summarized 10 slides of statistics, that the country of origin can be a brand asset — or a liability.

Keywords: Product Category; Brand Equity; Brand Awareness; Chinese Consumer; Intrinsic Preference (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27662-9_6

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DOI: 10.1057/9781137276629_6

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