A ‘brand’ is something which creates an everlasting impact on the minds of the consumers. Now, how to induce this brand image tactfully is something that marketers come up innovatively, time and again. A brand’s country of origin plays a highly critical role in determining the brand equity i.e. the commercial value that is derived from consumer’s perception. The country of origin image has definitely an inevitable impact on the brand awareness as well as the brand strength.
Dr. Rajeev Kumar Panda of School of Management recently attended the 10th International Strategic Management Conference on‘Rethinking Strategies for SMEs in order to be Successful in the Global Environment’ organized byYalova University, Yalova-Turkey at Rome, Italy.The conference was held at Rome from 19th July to 21st July, 2014. He presented a paper titled “Impact of Country-of-Origin Image on Brand Equity: A Study on Durable Products in India.
The paper highlighted the relative importance of Country of origin that is an important cue to influence consumers’ perception of a brand. It tried to identify the effects of brand’s country-of-origin image on the formation of its brand equity. The survey was done by researching the brand equity of some durable products in India. Three contributory dimensions of brand equity i.e. brand awareness; brand loyalty and brand distinctiveness were referred. The result of the research showed how the brand’s country-of-origin image influencedthe brand equity, either directly or indirectly, through the mediating effects of the three dimensions. The study further suggested that marketers should put more emphasis in developing brand awareness for their products and the superior image of the brand’s own country should be properly promoted so that the brand image will be enhanced and come to limelight.
The conference was attended by more than 500 intellect management academicians and professional from all over the world and provided a wonderful platform for exchanging views and ideas.
It was a great experience for me to attend an international conference of global importance. It is also a matter of pride for the department.
Team MM wishes him luck for the years ahead.
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