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




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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...






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