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Friday, 05 June 2020

How relevant is the brand "Made in ..." for products today?

Friday, 10 February 2012 | Posted by: Miriam von Bardeleben, European Coatings Journal

There has been a vivid discussion going on during the last weeks about the former plans of the European Commission to stop the generous rules for the use of the label "Made in Germany". Although this plan was not put into action, the topic stayed in peoples' heads. Is the brand that explains, in which country a product was manufactured, of such economic importance? To an extent that it even turns into a surplus of value of its own?

I asked myself why many companies were so upset about the commission's plans: As a matter of fact, many products are assembled in Germany, but the parts are sourced in other countries. So the label "Made in Germany" for example most probably stands less for the origin of the raw materials, but for the professional and reliable manufacturing process and superior product quality. This principle is not only valid for solid machines, but also for German paints and coatings. But what about the other European countries? How do you perceive the value of the label "Made in..." related to your own country and to your own coatings products?

Is it different, is it just about the same, or is it no more than a necessary proof of origin? I am interested to hear what you think!!

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Miriam von Bardeleben
European Coatings Journal
Miriam von Bardeleben
Editor-in-Chief, Market & Companies
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