COUNTRY OF ORIGIN
There is an interaction between the nation brand and its corporate/product brands, with each complementing the other. Brand France and French brands are good examples to illustrate these dynamics. France, as a nation brand, has a strong image in the international stage: the Eiffel Tower, the language, French perfume, nouvelle cuisine all contribute to an image of a romantic and cultur- ally inclined nation. Conversely, French brands such as Dom Perignon in champagne, Galeries Lafayette in shopping and Chanel in haute couture all add to and define the nationbrand.Thechallengeforanynation is how to emulate such a reputation so as to reap the benefits from a strong national im- age at the level of individual outputs.With- in the academic literature the strongest theme of relevance is that labelled as coun- try of origin.