当前,全球化是摆在中国企业和品牌面前一个不得不面对的问题。在全球范围内的消费市场,消费者对品牌第一维度的认知中,品牌原产地是一个不可或缺的因素。一般而言,原产地信息被列入品牌的次级知识中,与渠道、品牌联合、品牌授权、代言人、零售商形象、第三方资源等等一起,对建立强有力的偏好和品牌联想共同发挥着非常重要的作用。当消费者没有明确品牌偏好的时候,他们就更可能根据次级品牌知识来做出判断,比如瑞士的手表、法国的化妆品、日本 At present, globalization is a problem facing Chinese enterprises and brands. In the global consumer market, consumer awareness of brand first dimension, brand origin is an indispensable factor. In general, country of origin information is included in the brand’s secondary knowledge, along with channels, brand associations, brand authorizations, endorsers, retailers, third-party resources, etc. to play a strong role in building strong preferences and brand associations A very important role. When consumers do not have a clear brand preference, they are more likely to make judgments based on sub-brand knowledge, such as Swiss watches, French cosmetics, Japanese