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Country as Brand - A Marketing Information System for Developing Countries Case Study of Ethiopia
Abstract
This paper explores a marketing information system to help Ethiopians market their diverse goods and services to Ethiopians living in the United States (U.S.). It is a work-in-progress submittal. This system begins with the development of a positive brand identity strategy for Ethiopian goods and services. It then tests this strategy with Ethiopians living in the U.S. Once validated, the brand identity strategy is overlaid into a web-based prototype to be used for e-commerce of Ethiopian goods and services by Ethiopians living in the U.S. This is defined by the author as a Country of Origin website. The project includes user task analysis and survey data to develop Ethiopia’s brand identity by Ethiopians who currently live in the United States. The paper suggests a new strategy to help developing countries find markets for their unique products and services.
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