Capítulo 6. Discussion and recommendations- Perceptions and misconceptions of the German people about Mexico and Mexican products - Departamento de Administración de Negocios Internacionales.

Capítulo 6. Discussion and recommendations- Perceptions and misconceptions of the German people about Mexico and Mexican products - Departamento de Administración de Negocios Internacionales. - Descarga este documento en PDF. Documentación en PDF para descargar gratis. Disponible también para leer online.
Capítulo 6. Discussion and recommendations- Perceptions and misconceptions of the German people about Mexico and Mexican products - Departamento de Administración de Negocios Internacionales. - Licenciatura en Administración de Negocios Internacionales. - Escuela de Negocios y Economía - Universidad de las Américas Puebla.
Autor:
Abrego Raigadas, Virgilio
Fuente: http://catarina.udlap.mx/
Introducción
Discussion
74
Discussion and recommendations
This work showed the implications and consequences of foreign branding.
The recommendations for companies that want to launch a new product to a new market and the
recommendations for the country of Mexico are explained in this section.
How can the brand “Mexico” be optimally used in German marketing.?
Origin associations play a powerful role in the formation of attitudes and as Thakor and
Lavack said:
“Certain countries become associated with particular types of product and with perceptions of quality and reliability.
These associations can be exploited by marketers”.
Therefore foreign branding is one way to position or reposition a product.
It is more
flexible and effective than country-of-origin information, because brand names and
packages can be changed easily and also are more salient than the “made in” information (Thakor and Lavack 2003 p406)
Perceptions of origins are influenced by country of corporate ownership and perceptions
of brand quality (Thakor and Lavack 2003).
VW Beetle is a German car even if it is
made in Mexico, as Guinness is Irish even if some may be produced in London.
Marketers have to take into consideration that perceived COO, COB and country of
corporate ownership has a stronger influence than the “made-in” concept.
Some products use a name of a place in branding to show the origin of a product.
Some of them
purposely state a place to make consumers believe it has an origin.
Moreover, it is not
important where the product comes from, neither the brand origins, what matters is consumers’ perception of products’ origin.
The perceived origins associations are more
powerful than the real origins.
Because products are associated with some countries,
marketers should use advertising strategies to place the product in the perceived cultural
location, for example a perfume from France or an ice cream from Italy.
Discussion
75
Mexico is perceived as a hedonic country.
For hedo...