This may just be an artifact of most Americans failing geography — or that we live in a post-geography world of business — but I was fascinated by a new survey of brands’ countries of origin. College-age respondents in the U.S. were asked for the the home country of some of the best-known brands in the world, and they did poorly — even on some very high-profile companies.
Here is a summary chart showing actual and named country for some of the most mis-identified brands:
Some money quotes from the release:
College students may love to use the latest gadgets and wear the hottest fashions, but they may not know where their favorite brands originate, according to exclusive new research from market research firm Anderson Analytics. Fifty three percent of students thought Finnish cell phone company Nokia to be Japanese, while 57.8 percent thought Korean electronics company Samsung was Japanese.
And 48.5 percent mistakenly thought Adidas clothing came from the
United States, not Germany.
“For the most part, this next generation of educated American consumers either have no clue where the brands they use come from or simply assume everything comes from the
Japanor Germany,” said Tom H. C. Anderson, Managing Director, Anderson Analytics.