Impact of the Country of Origin on Brand Perception

Abstract

Most of the firms these days in the era of globalization are working towards building global and international brands. This has resulted in the elimination of many brands from the brand portfolio of the local companies. However, there are also many local brands that are still capturing a wide share of the local market and are competing very well with the international brands. The purpose of the study is to measure the relative strengths of local toothpaste brand (Dentonic ) and international toothpaste brand (Colgate). The major contribution of this study is to analyze a new topic within the area of branding, and to understand the strengths of local toothpaste brands as of key managerial importance within the current context of globalization. The research results also indicated that local and international toothpaste brands are carrying very distinct brand images. The two types of brand were not perceived similarly by consumers. Based on literature survey, a theoretical framework was developed, that was used for developing a questionnaire.