The Brand “Made in China” as a Part of the Growth of the China’s Competitive Advantage

Kauf, Sabina; Tłuczak, Agnieszka

doi:10.17265/1537-1506/2016.04.002

Cited by 1 publication

(1 citation statement)

References 3 publications

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“…По мере экономического роста и повышения международной конкурентоспособности Китая отмечается позитивное восприятие у больших групп покупателей развитых стран «Made in China» как бренда [Kauf, Tłuczak, 2016], что, вероятно, во многих случаях имеет отношение к гибридным продуктам. Еще одна попытка представить бренд «Made in…» показывает, что отношение потребителя к нему определяется такими конструктами, как предшествующие представления об атрибутах продуктов, образ страны и имя бренда [Cho, Ha, 2005].…”

Section: «сделано в россии» как национальный брендunclassified

Brands, pseudo-brands, and quasi-brands in the multi-level macroecosystem of nation branding

Cherenkov,

Starov,

Stuglev

et al. 2023

RMJ

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Goal: to apply an integral approach to building a model of a multi-level macroecosystem of nation branding based on: analyzing of options for representing the brand phenomenon in the context of the modern international division of labor; applying the brand concept behind the borders of markets for goods/services and relationships between their producers, sellers and consumers. Methodology: the theoretical research was carried out on the basis of a semantic-conceptual analysis of publications relevant to the purposes of the article concerning issues of brand representation, the country-of-origin effect, pseudo-foreign brands and the ecosystem approach in economics. Findings: three aggregated categories of brands were identified, their definitions were developed and relevant examples in various areas of the country’s socio-economic life were considered, as well as the feasibility of an ecosystem approach to country branding was substantiated. Originality and contribution: for the first time, along with the category of true brands of goods/services and corporations, quasi-brands and pseudo-brands are comprehensively considered (with special attention paid to the state and prospects of pseudo-foreign branding in Russia); in addition, an original model of a multi-level macro-ecosystem of country branding and a corresponding definition of the latter are proposed. Besides, the identification of complex connections between brands of these three categories made it possible to propose the author’s model of a centralized multilevel macroecosystem of nation branding and an original definition of the latter.

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Section: «сделано в россии» как национальный брендunclassified