| Registro completo |
| Provedor de dados: |
AgEcon
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| País: |
United States
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| Título: |
COUNTRY OF ORIGIN AS A BRAND: THE CASE OF NEW ZEALAND LAMB
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| Autores: |
Clemens, Roxanne
Babcock, Bruce A.
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| Data: |
2004-11-18
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| Ano: |
2004
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| Palavras-chave: |
Brand story
COOL
Country brand
Country of origin labeling
Lamb
Lamb exports
New Zealand
Marketing
International Relations/Trade
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| 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.
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| Tipo: |
Working or Discussion Paper
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| Idioma: |
Inglês
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| Identificador: |
15359
http://purl.umn.edu/18710
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| Editor: |
AgEcon Search
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| Relação: |
Iowa State University>Midwest Agribusiness Trade Research and Information Center>MATRIC Briefing Paper Series
MATRIC Briefing Paper 04-MBP 9
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| Formato: |
23
application/pdf
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