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Made in Germany: The Corporate Identity of a Nation Book
This book examines the "Made in Germany" concept and sets this analysis in the context of the New (supposedly frontierless) Europe. "Made in Germany" is a widely used marketing strategy which is generally effective (especially in the home market), but which outside Germany has also proved provocative. "Made in Germany" began as a concept 100 years ago as a stigma imposed by Britain. Although it rapidly proved to be a selling point, it has never lost its susceptibility to stigmatization and its capacity for triggering antagonism - especially in Britain, where apprehension about German industrial might persists (as it does in America and Israel). The book draws on a wide range of potent images from marketing and advertising to produce an examination which is of relevance to anyone … read more...
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