Kings

1. Today, developing positive international image is important issue to any nations around the world. A certain image and recognition built on a nation would affect on those brands from that country, for example, less than 50 years ago, Japan and “made in Japan” products had been regarded as with cheap and poor quality of its products. However Japan is now recognised as high-tech, high quality, innovative and fancy designed. National image has a significant effect on consumers in global market, as they tend to make their decisions based on the impressions and images of the country where the products are made.

International image and recognition is developed through its politics, economy, society and culture. In other words, each nation has different factors that build up its international image. For example, France is often considered as very fashionable country, with its culture and history. On the other hand Japan has developed its international recognition with its economy and industry.

Complex nature of fast changing world requires quick and easy decision making process, however it often costs too much time and effort to obtain correct and enough information; hence they make a decision based on the image of a certain brand or a nation.

International recognition is developed through many different ways. Personal experiences and interactions are very limited but also very effective source to build up a national image. Travelling to a country would generate certain images and feelings based on experience. Promoting worldwide sports campaigns such as the Olympics and World Cup not only captures attentions from other countries but also provides great opportunity to incite its tourism industry and appeal to tourists. In addition, international recognition can also be developed through its products and services. Consumers in global market are exposed to millions of different brands from hundreds of different countries, and they often build up an image on a certain culture or nation. Fast-food business such as McDonald’s from USA is an icon of western lifestyle with its famous cheeseburgers. Also, Japanese car manufacturers such as Toyota and Honda are certainly boosting the nation’s successful industrial image.

Lastly, international recognition and image are developed through communication media including TV, magazines, newspapers, movies and internet. Technology development enables the viewers to communicate internationally within seconds. People are informed with events and issues around the world by News media, and it has a huge amount of effect on its national recognition, especially when it is a developing country.

Many documentary shows and news are dealing with events occurring in China; politics, culture, and social events.

All of the above is important trend and factor in the development of nations as they pursue international recognition.

2. The trends and tendencies mentioned above are evident in countries such as China and India. Both countries India and China have great potential market, consisted with more than 2.5 billion people in population. Especially Chinese economy has been growing up very quickly recently, China now holds much more increased power as a trading nation. Both India and China are producing more than 16 percent of world output of goods and services together. They are now producing and distributing products throughout the world, and developing international recognition.

China in particular, along with its increasing wealth and importance in world economy and politics, is experiencing difficulties to build up positive images within their national brands. “Made in China” product is typically considered as cheap and poor performing one. Chinese companies are trying to establish better brand images in international market, by improving their management strengths and its product quality. On the other hand, Indian technology and computing services are on the way to improve their national reputation. From 1998 to 2003, India has increased its export revenue from almost nothing to US$10 billion. With these successes within IT market, Indian companies are slowly working their way up to improve their image,

China is often mentioned through many different sources of news media; particularly the Beijing Olympic Games is coming up shortly. The Chinese government is expecting this Olympics to be a huge boost for its national recognition and success in international market. It is a great opportunity for China to develop a positive national image, as well as generating huge revenue from tourists and throughout many other industries. The Tokyo Olympic held in 1964 in Japan, were said to have been a key turning point for its economic growth, building up huge infrastructure