What Does ‘Made In’ Mean Anymore? Part 2

This post is by Britta Knueppel and Chloe Williams.

What does the term ‘Made In’ really mean anymore? As corporations
become global – and may even be run in countries away from the one they
were born in – how relevant is the tag today and why do some companies
cling on to a sense of nationality?

Brand Heritage Illusions

Creating a brand personality can be achieved quickly through associating a product with a lifestyle. Fake heritage stories provide consumers with an anchor point and differentiate the product. Häagen-Dazs has positioned itself as a sophisticated super-premium ice cream with a Scandinavian sounding name, even though the name was created specifically for the product it provides the illusion of heritage. Fosters lager is also an example of a brand that has stretched the truth – in the UK it’s marketing revolves around its Australian heritage yet in reality the beverage is brewed and bottled in the UK.

Baileys, the Original Irish Cream was in fact dreamt up by a group of people overlooking the Bailey Hotel in London. However, while the name is man-made the product and its ingredients are solely produced in Ireland. This blending of fact and fiction has created a brand that globally trades on its Irishness.

In a world flooded with choice, where a product is made can provide a crucial point of difference or justify a premium price-point. However, now that consumers have information at their fingertips, integrity is key. A brand must walk the talk.

The Artisan Touch

In the quest to find a new way to signify authenticity and quality manufacturers have started to label their products as handmade. In turn, consumers are happy to pay higher prices for these products as they affirm their status and provide them with stories of craftsmanship they can relay to friends.

For brands the term handmade provides proof that there is a real person behind the production of the product. Consumers want to know the origin of the products they are buying. Waitrose and Whole Foods Market are starting to provide shoppers with detailed information about the food produce that they buy, down to the name of the farmer, and wherever possible items are locally sourced to ensure freshness.

The German company Manufactum sells ‘old school’ quality products with original stories attached to them, although some are invented, from all over the world. A normal wooden brush, that is widely available, will be bought for a premium at Manufactum because consumers want feel they are buying into something authentic and handmade. The ethos of Manufactum is to create a ‘special relationship’ with the things we use every day. When you have a relationship you have trust.

Part 1