Virgilio Abrego Raigadas

Perceptions and misconceptions of the German people about Mexico

Is the brand or image from Mexico diluted by foreign ¿Mexican¿ brands in Germany?

• Broschiertes Buch

Produktbeschreibung

The objective of this work is to expose the perceptions and misconceptions of the German people about Mexico and Mexican products. The paper starts with the importance of the brand name and the influence that a country has on a brand that gets to foreign branding. Then the country of Mexico and some features about Mexico will be briefly described. Also it is explained the difference of Tex-Mex and Mexican food. Then, the perceptions of Mexico are analyzed through the results of a survey. It ends with a recommendation to the companies that want to brand a product with foreign characteristics as well as recommendations for the country of Mexico. The non-product-related attributes like the brand and packaging are the characteristics easier to identify by customers. Some brands now are taking advantage of characteristics about countries and using them to make customers believe that some products are something that they are not.

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Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Seitenzahl: 108
• Erscheinungstermin: 22. September 2013
• Englisch
• Abmessung: 220mm x 150mm x 7mm
• Gewicht: 179g
• ISBN-13: 9783659454783
• ISBN-10: 3659454788
• Artikelnr.: 39708749

Autorenporträt

He has his B.Sc in Internationational Management (ESB Business School - Reutlingen, Germany) and ¿Licenciatura en Administración de Negocios Internacionales¿ (UDLAP ¿ Universidad de las Américas Puebla, Mexico).