Made in Myanmar?

Where something is produced can be an important branding (or co-branding) tool–but it can also hold risk. What do you think of Gap’s initiative to produce its products in Myanmar (formerly known as Burma)?

http://www.usatoday.com/story/money/business/2014/06/07/gap-to-be-1st-us-retailer-to-enter-myanmar-market/10161841/Gap image

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One thought on “Made in Myanmar?

  1. Alissa Liotti

    This relates directly to the Country of Origin effect, which likely raises both positive benefits as well as concerns for most brands. The “Made in China” labeling on today’s products triggers associations in consumers’ minds relating to product quality and potentially raises an eyebrow to concerns involving mass production/work conditions. Interestingly enough, Myanmar IS bordered by China, however, GAP may be able to avoid these negative associations consumers make with other products made in Southeast Asia. I can be the first to admit to that I am geographically-challenged and would not have made that connection without Google’s help.

    In relation to the Country of Origin effect, consider how Apple clearly includes “Designed by Apple in California. Assembled in China.” on the back of its iPhone. The brand wants consumers to make a connection with the United States in relation to technological development, brain power, and phone engineering versus the very different connections it allows consumers to make with Chinese assembly.

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