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1. Today, developing positive international image is important issue to any nations around the world. A certain image and recognition built on a nation would affect on those brands from that country, for example, less than 50 years ago, Japan and “made in Japan” products had been regarded as with cheap and poor quality of its products. However Japan is now recognised as high-tech, high quality, innovative and fancy designed. National image has a significant effect on consumers in global market, as they tend to make their decisions based on the impressions and images of the country where the products are made.
International image and recognition is developed through its politics, economy, society and culture. In other words, each nation has different factors that build up its international image. For example, France is often considered as very fashionable country, with its culture and history. On the other hand Japan has developed its international recognition with its economy and industry.
Complex nature of fast changing world requires quick and easy decision making process, however it often costs too much time and effort to obtain correct and enough information; hence they make a decision based on the image of a certain brand or a nation.
International recognition is developed through many different ways. Personal experiences and interactions are very limited but also very effective source to build up a national image. Travelling to a country would generate certain images and feelings based on experience. Promoting worldwide sports campaigns such as the Olympics and World Cup not only captures attentions from other countries but also provides great opportunity to incite its tour ...