How to incorporate Country-Image features to enhance firm’s competitiveness in international markets ?

Country image is an asset too often forgotten or misused by companies in international markets. Based on case studies of European and Brazilian companies, Dr Mariana Suter, Assistant Professor at the University of Leeds, will show how international companies use features of the country image into its strategy to succeed in entering international markets and the means to associate a brand to a particular country of origin in order to build brand values. She will conclude by providing various tools for the proper use of the country’s image by a brand.

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