Vocal for Local is trending in India post COVID lockdown. But country branding is a master brand for your products. Different countries have different perceptions amongst customers – positive or negative. Think of phrases like German Engineering, Indian IT, French Style.
Customers can also see through superficial associations – I cite some examples in this article on “What Country is Your Brand”.
Before you latch on to a particular country as your own please consider the following:
- How deep is your relationship with your chosen country? For example, VU TV now says anti-China sentiment is lifting sales but it is a company founded in US and at least till recently was manufacturing in China
- What is the brand association between your product and your nation brand? Perceptions matter – a French perfume connotes something different from an Indian one. Same with a Polish car vs an Indian one.
- Which aspect of your supply chain is Indian? Finance, supply, manufacturing, distribution, support, employees?
- If you operate globally, how will wearing your flag on your sleeve impact your global customers?
A country brand can be a huge asset. But always remember that it is a master brand that you cannot control or even influence.
India has a twisty history with brand patriotism. Take this quiz to journey through our interesting past.