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--------- Through study brand, product quali---------

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1.Introduction
Today, the understanding of brand takes it far beyond the simplistic view of brand that prevailed a decade ago when it was viewed as a representation - a business or brand logo or tagline or advertising message. It's now more commonly defined as a set of expectations and associations evoked from experience with a company or product. It's all what and how customers think of the deliver of business or product actually across the board. If the expectations, associations, and experiences are positive, the likely results are positive perceptions about the brand and measurable bottom-line contributions in terms of market share and profitability.
With the development of the global economic integration, the large-scale enterprise establishes their Subsidiaries and factories around world in order to seek the low cost material and the labor decreasing and the internationalization also deepens, the global trade activity is frequent, the national boundary of the product economical becomes blur gradually. The specialization of labor division and the characteristic of the brand and product with the globalization influence are more and more obvious, consumer is facing with multitudinous choices, but the influence of the brand production of original country in consumers’ perception is also in relief. In other words, there is a competition between countries and cities in building their image. Normally, the product original country represents as “Made in …” tag in the market. Country of origin (COO) which have a cue influence on consumer attitude and evaluation in import product and product country (definitions see Figure 1). The Country of origin relies on some representative attributes from consumer’s attitude toward a country or area and those attributes are many. Main measures to COO: General country attributes (GCA), General product attributes (GPA) and Specific product attributes (SPA). Parameswaran and Pisharodi (1994) developed 40 attributes to measure COO based on those three. Han researched 14 measure attributes then find 5 main attributes: Technical advancement, Prestige value, Workmanship, Price, Serviceability. What are effects of Country of origin (COOE)? The earliest author who indicated COOE is Dichter in his journal in 1962, ‘‘Made in …’’ can consumer’s perception thereby influence their purchase behavior. He suggested ‘‘Made in…’’ should be recognized as additional attributes to measure the impact of consumers’ accepting to the import products.

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