The objective of this work is to expose the perceptions and misconceptions of the German people about Mexico and Mexican products. The paper starts with the importance of the brand name and the influence that a country has on a brand that gets to foreign branding. Then the country of Mexico and some features about Mexico will be briefly described. Also it is explained the difference of Tex-Mex and Mexican food. Then, the perceptions of Mexico are analyzed through the results of a survey. It ends with a recommendation to the companies that want to brand a product with foreign characteristics as well as recommendations for the country of Mexico.
The non-product-related attributes like the brand and packaging are the characteristics easier to identify by customers. Some brands now are taking advantage of characteristics about countries and using them to make customers believe that some products are something that they are not.
Popular Mexican stereotypes are being used by marketers to make products more attractive or to make the consumers believe that the product is Mexican. This has both good and bad consequences for Mexico. It brings attention to the country, but it also creates an unrealistic image of Mexico.
| Identifer | oai:union.ndltd.org:UDLA-Thesis/oai:ciria.udlap.mx:u-dl-a/tesis/5051012995681 |
| Date | 05 December 2012 |
| Creators | Abrego Raigadas, Virgilio |
| Contributors | Dr. José Luis Agustín Rodal Arciniega, Dra. Robyn Lynn Johnson Carlson, Mtra. Bertha Isabel Burguete Leal |
| Publisher | Universidad de las Américas Puebla |
| Source Sets | UDLA-Thesis |
| Language | English |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation, Tesis |
| Format | application/pdf, text/html |
| Coverage | Licenciatura |
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