The impact of image-based brand–country fit on global branding

This research introduces a new diagnostic metric to evaluate global branding strategies: image-based “brand–country fit.” The metric measures the extent to which consumers perceive a brand image as consistent with a country image. The authors conceptualize and empirically analyze the brand–country fit for more than 1000 brands and three countries using Young & Rubicam’s Brand Asset Valuator database and additional consumer survey data. Furthermore, they examine the impact of the proposed new metric on brand performance and find a significantly positive association between both constructs. This research thus provides managers with a new metric that helps them identify appropriate geographic markets for their brands and offers key information about whether a global branding strategy is appropriate or if a brand’s positioning needs to be adapted to new target markets using a regional or local branding strategy.