Brand popularity and country image in global competition:managerial implications

This study examines how brand‐ and country‐related intangible assets influence the market shares of brands and their marketing effectiveness (particularly price effectiveness). Using the case of the small car segment, seems to provide some interesting implications for brand management in global markets where the intangible assets associated with brand and country names are important. Found that a country name (e.g. Japanese name) produces positive value to brands originating from particular countries. Documents that long‐term popularity positively influences brands′ short‐term market shares and marketing effectiveness. Also discovers that a brand can generate positive brand‐specific assets, i.e. brand popularity, without a positive country name equity. Discusses managerial implications and recommendations, within the context of global competition.