Tesis profesional presentada por Virgilio Abrego Raigadas [virgilio.raigadas@gmail.com]

Licenciatura en Administración de Negocios Internacionales. Departamento de Administración de Negocios Internacionales. Escuela de Negocios y Economía, Universidad de las Américas Puebla.

Jurado Calificador

Presidente: Dra. Robyn Lynn Johnson Carlson
Vocal y Director: Dr. José Luis Agustín Rodal Arciniega
Secretario: Mtra. Bertha Isabel Burguete Leal

Cholula, Puebla, México a 5 de diciembre de 2012.

Resumen

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.

Palabras clave: foreign branding, branding, marketing, germany, mexiko, tex-mex, coo, made in.

Table of content

Índices (archivo pdf, 58 kb)

Glosario (archivo pdf, 38 kb)

Introduction (archivo pdf, 65 kb)

Capítulo 1. Literature review & theoretical framework (archivo pdf, 282 kb)

  • 1.1 Image and Brand
  • 1.2 Country Equity, Country image and country of origin
  • 1.3 Foreign branding and its application in Germany

Capítulo 2. Mexico, the country of contrasts (archivo pdf, 461 kb)

  • 2.1 Made in Mexico. Mexican Products
  • 2.2 What is the difference? Real Mexican vs. Tex-Mex
  • 2.3 The “Brand” Mexico (Mexican Brands)

Capítulo 3. Development of the Mexican-Brand/Image in Germany (archivo pdf, 632 kb)

  • 3.1 Mexican brands and / or products
  • 3.2 Non-Mexican brands

Capítulo 4. Perception of real and quasi-Mexican brands in Germany (archivo pdf, 1 mb)

  • 4.1 Hypotheses
  • 4.2 Method
  • 4.3 Results and analysis

Capítulo 5. Conclusion (archivo pdf, 85 kb)

Capítulo 6. Discussion and recommendations (archivo pdf, 87 kb)

Referencias (archivo pdf, 134 kb)

Anexo A. Survey (archivo pdf, 3 mb)

Abrego Raigadas, V. 2012. Perceptions and misconceptions of the German people about Mexico and Mexican products. Tesis Licenciatura. Administración de Negocios Internacionales. Departamento de Administración de Negocios Internacionales, Escuela de Negocios y Economía, Universidad de las Américas Puebla. Diciembre. Derechos Reservados © 2012.