Statista - MICI Index 2017

“Made in”: reputation country by country

According to Statista, the “Made in” label was created by UK at the end of 19th century in order to mark products and protect the national market from counterfeiting. Over time the label has extended its meaning and has become a very important tool used almost everywhere with the aim of helping consumers to identify the characteristics of items they desire and purchase. Here are some interesting details.

Statista - Top 10 MICI Index 2017For me, going through the list of the Top10 ranked country with the most powerful and reliable “Made in” label was a surprise itself. I’d never imagine Germany could be first, nor that EU could be listed and in the third place [just after the leading country and Switzerland], and so on for almost all of the countries included.

Anyway, from my point of view the most interesting fact has been the discovery of values and characteristics on which the reputation and the perception of a country and its products in based. In practice, their core brand assets derived by how the consumers perceive and simplify their identity as producers.

As expected, German productions are most often associated with high quality [49%] and high security standards [32%], while products from China with very good value for money [36%]. Equally obviously items Made in Italy are mostly related to uniqueness [22%] and excellent design [37%], while Japanese products with advanced technology [53%]. Less predictably products from Switzerland are most often connected with authenticity [21%] and being a status symbol [22%], and Made in Canada items with sustainability [21%] and fair production [20%].

Statista - MICI Index 2017
[via: Statista, MICI 2017, latest edition available]

If you are – or are thinking of – producing any kind of items and you are interested in focusing on a “Made in” strategy, I would love to hear from you and work on building your branding approach.

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