PUNE Nande Campus

S. No. 44/1, 44 1/ 2, Nande Village
Pashan Sus Road, Taluka Mulshi
Pune 412 115
Dolamani Sahu: 07757029572
  020 66754651/64
  020 66754678

PUNE Mulshi Campus

Mulshi Group of Institute
Gat No. 237-243
Near Malhar Machi Resort
Sambhave Tal Mulshi
Pune 412108


A constituent of People's Empowerment Group Foundation
Premises No. 330/2, Pujali Trunk Road,
Ward No. 9, Mouza – Rajibpur, JL No. 43, 
Police Station – Budge Budge, 
Kolkata 700138, West Bengal
Landline: +91 33 24820019
Biswanath Thakur: 09230562572
Baishakhi Chatterjee: 09230562601


Plot No. 241
Sompura Industrial Area
Niduvanda Village
Sompura Hobli, Nelamangala Taluk
Bangalore 562132
080-29717901/ 080-27700169 / 27700170

Bangalore City Office

301, Anand Chambers,
# 27 Elephant Rock Road,
In front of Central library,
3rd Block, Jayanagar
Bangalore - 560 011
Dolamani Sahu: 07757029572
Landline no : 080 41612929

Lucknow City Office

B-1/96, Near Jaipuriya College,
Vineet Khand, Gomti Nagar,
Lucknow – 226010
Shimul Banerjee: 09519218833
Avijit Banerjee: 09830991821

Gurgaon City Office

Rectangle No. 41,
Maidawas Sector – 64
Gurgaon, Haryana – 122101
Vijay Kumar: 09899115369
Avijit Banerjee: 09830991821


Country as a Brand


The brand is one of the major factors considered for differentiation.Even though the fact that products can be differentiated on the basis of their characteristics, consumers pay minute attention to the product details. Instead,the product is differentiated from competitors based on the brand name and their awareness with the brand.

Brand develops a social and economic connection with the customers. A good brand name helps in increasing its perceived value of the product. Due to which, a buyer pays less money for the products or services offered by less known brands, but they are prepared to pay a premium cost for the established well-known brands. The brand is created on several factors like performance of the brand, perceived value, trust and identification.

The term 'country equity' refers to the evaluation of a brand based on the country from which it is originated. Research shows that the country from where the product has originated, has a major role in deciding the quality of the product. For example, consumers tend to get attracted by a tag like "Made in Germany", as it is an industrial nation and one of the top manufacturers in the world. Due to which consumers tend to recognize the product to be of a high quality, as compared to the products from countries having a low 'country equity'. This is what makes them pay for the premium products.

So a consumer forms an image of a country depending on information or fact sheet which is exposed to them. The image might be subjective in nature and the country tends to get stereotyped in the minds of the consumers. The image totally depends on the country's history; renowned personalities and existing well-known companies, geography and recent political and social activities happening in the country. "Country equity" majorly affects a low involvement purchase, where it supports consumer decision experience. The consumer tries to fit with reality with perception already present in their mind and they tend to ignore any other kind of information or knowledge which is against the perception already created. This is called "confirmation Bias".

Consumers try to judge based on their country and animosity towards the other countries which affects the purchase of products or services from it.

Poverty is a worldwide problem today, which has led to issues like unemployment, bad living standards and poor infrastructure. Currently, economic development has become a market challenge as nations are continually fighting against each other to establish a competitive edge over the other due to which nations are slowly adapting to branding strategies to attract a different set of consumers and enter into new markets.

Brand Management of a country involves:

1. Attracting factories and companies: Today, Global MNC’s are always in the pursuit of new locations where they can invest and set up their base in order to cut down their costs in the long run. Thus, countries should take a positive approach in defining the industries they wish to encourage investments to come in.

2. Managing the Image: Before Devising a strategy, it is essential to assess the country's brand image and compare it with their competitor's. Different Branding strategies are required for different target segments, which come in the purview of "Strategic Image Management".