Country branding can work in cluttered terrain

Advertisers use brand values and the promise associated with countries to their advantage.To be sure, most brands highlight their nation of origin in country branding.German auto maker Volkswagen AG uses the tag line ?Das Auto?, meaning ?the car? in German, to highlight the brand promise of German engineering. Foster?s lager uses the tag line ?Australian for beer?. Retail coffee chain Barista uses Italian phrases and their ?origins of coffee? story on most of its packaging. ?Right down to the sachets of sugar, ketchup and mustard carry the Italian name equivalent for the content,? says Prashant Kanyalkar, creative director at brand consultancy Alok Nanda and Companies Communications Pvt. Ltd that worked with Barista.And Cobra Beer uses Indian imagery on its packaging and communication to stand out in the crowded British beer market.

National carriers such as Air India, Singapore Airline and British Airways, for example, express values and imagery typically associated with their country or culture.But over time, other advertisers have learnt to leverage brand values and promise associated with countries to their advantage. German engineering, Japanese technology, Swiss precision, Italian design and inexpensive Chinese goods are all country-specific brand promises.Country branding could also be used as a strategic creative device. Auto maker Skoda Auto AS struggled with its Czechoslovakian heritage despite being taken over by Volkswagen in 1991. It then launched a campaign with the tag line ?It?s a Skoda. Which for some is still a problem,? which helped break the prejudice.

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