How to measure a country/nation's brand equity?

What is it about?

Country equity is the value endowed by the name of the country onto products from that country. The management of country equity could reap significant benefits for a nation. A country’s brand equity may be transferable to other products and brands originating from that country. High country equity could help firms from a given country to overcome entry barriers in foreign markets and to bargain with channel members. The present research is one of the first to examine the issue of country equity measurement from a consumer perspective. We demonstrate that country equity is a five-dimensional construct, and that perceived quality is a distinct dimension of country equity. We also establish that country awareness and country-of-origin associations are separate dimensions of country equity.

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Why is it important?

Ours is one of the first studies providing and empirically testing a measure for consumer-based country equity, provides a better explanation of the sources of country equity. Our country equity measurement overcomes some of the methodological limitations associated with existing measurement with relative measures. We also improve validity of the country equity measure by including both the macro and micro country image measures. Our results are based on data collected from a sample of actual consumers.

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