Data/hora: 02/06/2024 11:39:23

Provedor de dados: | 31
País: | United States
Título: | COUNTRY OF ORIGIN AS A BRAND: THE CASE OF NEW ZEALAND LAMB
Autores: | Clemens,   Roxanne; Babcock,   Bruce A.
Data: | 2004-11-18
Ano: | 2004
Palavras-chave: | Brand story; COOL; Country brand; Country of origin labeling; Lamb; Lamb exports; New Zealand; Marketing; International Relations/Trade.
Resumo: | New Zealand has used country-of-origin labeling (COOL) as a "“country brand”" to differentiate New Zealand lamb in international markets and increase consumer awareness of this lamb as a high-quality imported product. The case of New Zealand lamb is especially interesting as an unsubsidized commodity product competing against subsidized lamb in some of the most competitive and sophisticated retail markets in the world. Given New Zealand’'s dependence on international markets, producers, processors, and exporters needed to develop strategies to create and maintain a strong positive image for their product. This paper explores the history of New Zealand lamb exports, the focus on quality and meeting consumer specifications, and differences in the use and effectiveness of New Zealand as a country brand for lamb in different import markets. The paper also notes how COOL regulations might create country brands that increase demand for imported meats.
Tipo: | Working or Discussion Paper
Idioma: | Inglês

Identificador:

15359

http://purl.umn.edu/18710

Editor: | AgEcon Search

Relação:

Iowa State University&gt;Midwest Agribusiness Trade Research and Information Center&gt;MATRIC Briefing Paper Series

MATRIC Briefing Paper 04-MBP 9

Formato:

23

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