Daily Management Review

'Made in Germany' is the most popular 'Made in' brand


A study published by the Berlin-based Dalia Research firm on Statista’s says that "Made in Germany" brand exceeds other brands in popularity. The paper’s authors note that many buyers associate this brand with advanced technologies, quality and high standards of safety.

Logan Brumm via flickr
Logan Brumm via flickr
To find this out, sociologists have interviewed 43,000 people in 52 countries. According to researchers, this sampling method reflects preferences of 90 percent of the world's population. The brand "Made in Germany" received a score of 100 points, which was calculated based on the weighted average of the positive responses in each country. Apart from German products, consumers highly rated goods made on Switzerland (98 points) and the EU (92 points). In turn, the United States scored 81 points, being on eighth place, and China with 28 points found itself on the penultimate 49th. Incidentally, import volumes played an important role in evaluation of the study’s results. For example, the US imports more than Peru, so votes of American consumers have affected the results more than the Peruvians.

The brand "Made in Germany" was named the best by residents of 13 of 52 countries, such as Turkey, Kazakhstan, Greece, Spain, Belgium and several countries of the Persian Gulf. Products from the United States were most appreciated by consumers from 10 countries, including the Americans themselves. Goods made in Germany and Canada were approved by 62 percent of Americans, and products from the European Union - by 60. "Our index shows that "Made in ..." is a brand that, like any brand, needs to be taken care of and must be developed", - said Statista director Friedrich Schwandt.

The survey reflected a large number of different stereotypes. Thus, Swiss goods ranked second in popularity primarily due to high ratings in such categories as "Status symbol" and "Originality". Italians are fond of high-end design, and products from Japan scored the highest rating in the "High-tech" category compared to other countries.

Meanwhile, consumers, it seems, have ceased to regard China exclusively as a worldwide manufactory, although production labelled "Made in China" is still arousing doubts. Only Iranian goods were rated worse than it. Nevertheless, the survey’s participants noted that Chinese goods are distinguished by a good price-quality ratio combined with advanced technologies.

Another interesting conclusion is that relations with neighboring countries have a strong influence on a brand’s image. For example, French products have the worst reputation in neighboring Germany and the Netherlands, and Chinese goods scored the lowest rating in Hong Kong.

At the same time, cultural or economic exchange between countries can positively affect their image. Head of marketing research at Statista Nicolas Loose says that this can be clearly seen in the way residents of former colonies perceive products of their former colonists. Thus, valuation of goods produced in France was above average in the former French colonies in northern Africa and on the Indochina Peninsula. In many ways, this can be explained by "deep cultural interweaving, which still exert mutual influence," Loose said.

Generally, the researchers came to a conclusion that if countries want to increase exports, they should work on their image. According to Lohse, the great influence on the economic success of goods on the international market is provided not only by the foreign trade but also by domestic policies of the authorities of the producing countries.

source: dw.de