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...

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.

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