Marketers around the world are aware of the importance of a well thought out brand name for their products. Brand names can act as discriminative stimuli, thereby conveying information about product quality, and associated product consequences. But can a brand name bearing connotations to a foreign country influence people’s perceptions of the brand? Consider Haagen-Dazs ice-cream. In the late 1950’s, European products were considered to be of high quality. Reuben Mattus, the founder of Haagen-Dazs, came up with this name as he believed that a European sounding name would connote high quality. Although the Haagen Dazs ice-cream was priced high due to its positioning as a premium brand, it caught the public’s eye to a great extent due to its European sounding name, and the associated meanings of "European quality" (Ullmann 1993). There are several other examples of brand names bearing associations to a foreign country such as Evian mineral water, Armani clothing, and Mercedes Benz cars.
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- Country-of-Origin and Brand Name Connotation: A Preliminary Conceptualization and Research Hypotheses