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COO Equity Spillover
The phenomenon where the success of one brand from a particular country improves the perception of other brands from the same country.
Implications
The impact that the country of origin (COO) of a company or product has on the perceived value and reputation of other companies or products from the same country, often influencing consumer perceptions and brand equity.
Example
Example: The success of German automotive brands like BMW and Mercedes-Benz leads to a COO equity spillover that enhances the reputation of other German engineering products.
Related Terms
Different from direct brand equity, which is tied to a specific brand, COO equity spillover affects multiple brands based on their shared country of origin.
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