Inception Pack Vol 4: Does nationality matter?

This document discusses the importance of national image in branding. It argues that national image drives perceptions of brand image and quality. However, the economies of Asia, Africa, Russia and China will soon produce brands that combine native elements with familiar Western styles, changing perceptions. Strong brands from countries like Sony, Toyota and India have already helped shift views of those nations from their national images. A brand can both be influenced by and help drive the perception of its nation, providing opportunities for countries to leapfrog their branding.Read less