If you have a product that could be exported (and who does not?) you might be in a position to use country-of-origin impact to your advantage. Country-of-origin impact is the phenomenon by which products and brands are colored by consumers' opinions concerning the nation the product comes from - and for many firms it can work greatly to their advantage.
For example, we have a tendency to believe that Germans are good engineers, that the French create fantastic food, the Belgians make good chocolate, and the Americans are great at quick food. You will find, no doubt, poor German engineers, incompetent French chefs, poorquality Belgian chocolatiers, and very slow American restaurants, but the overall impression remains.
Cachaca is really a Brazilian spirit made from sugar, rather like a white rum. Until recently, cachaca was virtually unknown outside Brazil, since only about 2 percent of cachaca production is exported. This all changed, however, when Sagatiba was launched onto the British drinks marketplace in 2005.
The company's advertising agency, Saatchi & Saatchi, decided to use a Brazilian theme. Probably the most famous icon of Brazil is, of course, the statue of Christ the Redeemer that stands on the Corcovado in Rio de Janeiro.
Saatchi & Saatchi was aiming for a young audience, so it started by (controversially) hiring graffiti artists to spray images of Christ the Redeemer on walls all over the East Finish of London. It also commissioned an image of a pool player resting his arms on a cue balanced across his shoulders - imitating the pose of the statue.
Ultimately, Sagatiba seeks to tap into British perceptions of Brazil - hence the use of Christ the Redeemer. The British advertising bears no relationship to the way the product is marketed in Brazil. Sagatiba has also tapped into other Brazilian icons, soccer and samba drumming, but these have not played as well as the Christ the Redeemer icon.
Make certain that the perception you tap into will be the one that the target audience has of your nation - this really is likely to be various from your personal perception. Test the alternatives. There may be more than one icon that you could use, but only one will be the most efficient one.
By no means, ever, simply translate your existing advertising into a foreign language. Cultural differences go well beyond language. Always check with people who reside in the country you are targeting. They may occasionally be wrong, but as a foreigner you'll almost usually be wrong if you try to guess how customers will react.
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