country-of-origin effect in international marketing

Are you aware that, whey your (say Romanian) company's products are judged by a (say German) buyer, your country's reputation plays a role in the decision making process?

Yes, this is another challenging thing about international marketing: you have to be aware of your country's historical or cultural aspects and understand that, although these aspects have nothing to do with your products' quality, they exist in the mind of your foreign client.

Add to that the fact that the clients tend to form a general opinion on the quality and performance of the products originating from a given country based on their previous experiences with other products from that country.

drivers in brands' internationalization

Today I'm writing about how and where to start developing an international brand from a strong local brand, and which are the main drivers for integrating the international attribute into the brand architecture.

lost in migration

OK, 'Lost in migration' is the name of a brain game I like to play, but this post is about bumps a company can hit when migrating its brand into new markets.

Since these days I'm working on registering brands at international trade marks institutions, I remembered having read about unfortunate trade names meaning when you translate them into another language.