Branding China? The Congruity between Country of-Origin and Brand Origin
Sadiya Siddiqui1, M.K. Agarwal2
1Sadiya Siddiqui, Research Scholar, Integral University Lucknow (U.P), India.
2Prof (Dr.) M.K. Agarwal, Head of Applied Economics Department, University of Lucknow, Lucknow (U.P), India.
Manuscript received on 12 April 2021 | Revised Manuscript received on 25 April 2021 | Manuscript Accepted on 15 May 2021 | Manuscript published on 30 May 2021 | PP: 7-15 | Volume-1 Issue-1, May 2021 | Retrieval Number:100.1/ijef.A1002051121
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© The Authors. Published by Lattice Science Publication (LSP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Every nation is a brand in itself. The nation brand could be developed either by default or deliberately through advertising, trade relations, history, word-of-mouth, mass, media.travel or dealing with its people. The strong image of a nation enhances the goodwill of the brands. The “Go Global” strategy introduced by Chinese Government has shaped the image of viewing its brand for Electronic products in the international arena. China has always been criticized for its poor quality and low cost products in the recent past. This paper discusses how China has transformed its negative image into a positive one and the way China has progressed from “Country of Manufacturing” to “Country of Branding”. This paper also pinpoints the importance of “Country-of-Origin” (COO) which helps in shaping the consumer purchase decision making process. This paper addresses the relationship between Countryof-Origin and the Brand Origin and its impact on the purchase intention of the Indian consumers. To study in depth five product categories are taken that are ‘Made in China’. It also discusses the strategy adopted by various Chinese firms to lead the market.
Keywords: Brand Image, Country-of-Origin, China, Strategy, Consumer Behaviour.