Country of Origin as a Brand: The Case of New Zealand Lamb
探讨新西兰如何利用原产国标签作为“国家品牌”，在国际市场上将新西兰羊肉定位为高品质进口产品，并分析其在不同进口市场的策略与效果。
New Zealand has used country-of-origin labeling (COOL) as a "country brand" to differentiate New Zealand lamb in international markets and increase consumer awareness of this lamb as a high-quality imported product. The case of New Zealand lamb is especially interesting as an unsubsidized commodity product competing against subsidized lamb in some of the most competitive and sophisticated retail markets in the world. Given New Zealand's dependence on international markets, producers, processors, and exporters needed to develop strategies to create and maintain a strong positive image for their product. This paper explores the history of New Zealand lamb exports, the focus on quality and meeting consumer specifications, and differences in the use and effectiveness of New Zealand as a country brand for lamb in different import markets. The paper also notes how COOL regulations might create country brands that increase demand for imported meats.