University of Southern California

STUDY: Foreign Brands Are More Attractive Than Well-Known Domestic Names
June 18, 2012 • Business Insider
Business Insider

Business Insider ran a column by Ira Kalb about how countries control their brands. Many countries tend to see other countries' brands as better, a result of "grass is greener" thinking, Kalb wrote. "This is one reason why foreign or exotic brands have so much appeal," he added.