The consumer behavior analysts have noted through many studies that ‘Country of Origin’ has become a significant phenomenon in today’s marketing practices. The words ‘Made’ and ‘In’ conveys the strength of the product.  The label ‘made’ on the packing label of the product refers to the manufacturing aspect of the origin of a product. It is often related to legal certifications, the technologies involved ingredients and techniques as well as work ethics and safety standards. And, ‘In’ refers to the origin and the geographical dimension of origin such as the location of the manufacturing process and the source of ingredients. ‘Made In’ therefore suggests information and associations that are both tangible and intangible. The ‘Made in’ tag helps consumers to make rational and emotional decision both.

In its 2005 “Year of Ideas” issue, The New York Times Magazine listed nation branding among the year’s most notable ideas. The way a country is perceived can make a significant difference to the success of its trade, business, tourism efforts, as well as its diplomatic and cultural relations with other nations. Simon Anholt coined the term ‘nation branding’ in 1996 and since then he has been working with governments to help them plan the policies, strategies, investments and advance which lead their country towards an improved profile and reputation. America has become the largest and most powerful brand in the globe; it virtually shapes the world in almost all dimensions such as national governance, policies, exports, people, tourism, economic and social status etc. In the fast growing global village nation’s branding is considered as big as federal mega-projects. Steve Silver and Sam Hill, both marketing experts define nation branding as most complex (brand) positioning problem; how can we brand a nation? A nation is as big as a Meta brand inclusive of numerous mega brands. There are so many mega activities of in a nation such as political governance, commerce, education, human resource development, environment, foreign affairs, infrastructure, environment, tourism, culture and heritage and most importantly the national character. The study of national character refers to anthropological studies after World War II.

The Japanese are known as law abiding people; the Americans are known for their grit for freedom – freedom of speech, freedom to pursue their own interests, freedom from bullying, freedom of religion, freedom of movement within the country, freedom to associate with whomever they please. The Chinese are known for their orientalism; the French are known as arty.

The country of origin (COO) specifically matter to the customers because every country has its reputation and the association between the product and the country’s expertise matters while buying products. For example Italy is known for designs, North Caroline for furniture, France for fashion and wine, the USA for entertainment, India for spices, Germany is famous for cars. Today’s consumer understands legal and safety issues sharply. Consumers today look at the ‘made in’ label with many perspectives. The ‘made in’ dependent on a combination of many factors – from heritage, to design and physical manufacturing, skilled labour, infrastructure, market intermediaries etc. Hence manufacturers can leverage a lot on the country of origin as one of their competitive advantage. A company needs to be physically present in the country; the design and patents need to have emerged from talent in the country, or the brand needs to have factories or parts of the production process in the origin nation. In the past, when it was  enough to ‘borrow’ associations from a country for pure marketing purposes, today consumers not ready to accept country of origin as a choice driver unless it is bona fide.

Successful brands contribute to nation branding. Of the world’s 500 largest stock-market-listed companies measured by revenue in 2014, among the Fortune 500 companies 28 are headquartered in Germany. Well-known global brands include Mercedes Benz, BMW, SAP, Volkswagen, Audi, Siemens, Allianz, Adidas, Porsche and DHL. Thus, famous brands strengthen branding of a country. Similarly, brands across every category, like Apple, Cadillac, Clinique, Coca-Cola, Ford, Kellogg’s, McDonald’s, Microsoft, Ralph Lauren, Starbucks and M&M’s have made the USA a strong nation brand. These corporate have made Germany and America leading nation brands.

The concept of branding is viewed as ‘cultural diplomacy’ of nations. It is a somewhat new way of looking at a nation, but every nation is already a brand. Every nation is perceived in the minds of people living differently in nooks and corners of the world. Some countries are known for good things, some for bad, and others have mixed insights. Based on the different perceptions, nations in the world interact and do business with each other, either contributing to its development or encumbering it. For example Africa is associated with civil war, Iraq with suicide bombings, Pakistan for terror bombing, India for scam and Cuba with Fidel Castro’s dictatorship (though he is dead). On the other hand, countries such as the US, Canada, Germany or France, are perceived positively for decades for their sound political and economic development. Nation branding is based on the underlying hypothesis that every nation can make a good or bad brand depending on its efforts. The important thing to realize about branding a nation is that one of its ingredients is the escalating value of something that is found already within that nation.

Consumers in developing countries like India, China, and Brazil still tend to prefer brands that come from other countries. Global supply, manufacture and export of goods began to accelerate in response for lower prices and greater choice of goods. Companies became international or multinational and the rise of an affluent middle class in the USA, Europe, India, China and UAE demand more sophisticated marketing. Due to rise of consumerism, categories of goods and services became more sharply defined. And, most brands started crossing the borders of their origin. With all the great business strategies, advertising, marketing and intelligent supply chain strategies even today in the 21^st century for most of the brands, their place of origin and heritage continues to be a key part of their appeal and differentiation. Their name, identity, design and symbolism of logos or trademarks become synonymous with their country or place of origin.

We should realize the fact that Brand building in emerging markets is a difficult task. As the rapid growth in an emerging market gives millions of consumers new spending power, they eye for and are encouraged by their counterpart in developed countries to buy established brands. Marketing efforts in developing countries is very multifarious.

In 2003, when Mahindra & Mahindra launched a smartly designed sport-utility vehicle called the Scorpio, CNBC India, BBC World’s ‘Wheels’ program, and others chose the vehicle for the

‘Car of the Year’ awards in the SUV category. That was not a small achievement: The made-in-India automobile won top honors ahead of global best sellers such as the Mercedes-Benz-E-Class and Toyota Camry sedans. To M&M, which manufactures tractors in several countries as well as vehicles targeted at India’s semi-urban and rural markets, the awards signaled that it could finally take the world’s automakers head-on. Even as the Scorpio successfully battles multipurpose vehicles like Toyota’s Innova and GM’s Chevy Tavera at home, M&M has started marketing the SUV in South Africa, Spain and many other countries.

As a nation, Singapore’s stunning rise from third world to first world in a matter of 30 years was spearheaded by an intensive and rigorous closely-coordinated programme of nation branding. Today, brand Singapore attracts the investments, business, trade, tourism and talented human resources from all over the world which is helping it further to become more flourishing nation. This state is internationally known as a vibrant, safe, corruption-free place to do business. Name any of the great businesses of the world; everybody wants to be in Singapore! The vibrancy and liveliness of the nation in its culture and the fine art attracts more and more tourists. In global surveys of quality of life, Singapore regularly tops the charts.

Nation Branding is catching up rapidly: the brand must be accepted internally first, i.e domestically, meaning throughout the nation, by all stakeholders. Only then can it be effectively promoted internationally.

Its 100 years today since the World War I broke on 28^th June 1914. I strongly believe all wars defies logic.  Sociologists and psychologists can tell us many of the reasons for war, but when we see the results of war its tragic effects only tell us that war is unreasonable and illogical. Yet it is still unavoidable. Why? What is it in mankind that causes us to war?

The 1^st World war began on a small note when Austria-Hungary declared war on Serbia. This seemingly small conflict between two countries spread rapidly: soon, Germany, Russia, Great Britain and France were all drawn into the war, largely because they were involved in treaties that obligated them to defend certain other nations. Western and eastern fronts quickly opened along the borders of Germany and Austria-Hungary. The war drew in all the world’s economic great powers which were assembled in two opposing alliances.

World War I killed more people – more than 9 million soldiers, sailors, and flyers and another 5 million civilians. It involved 28 countries, and cost $ 186 billion in direct costs and another $151 billion in indirect costs. It became a very costly afire. It was the first war to use airplanes, tanks, long range artillery, submarines, and poison gas. It left at least 7 million men permanently disabled. World War I probably had more far-reaching consequences than any other proceeding war. Politically, it resulted in the downfall of four monarchies; Russia in 1917, Austria-Hungary and Germany in 1918, and Turkey in 1922. It contributed to the Bolshevik rise to power in Russia in 1917 and the triumph of fascism in Italy in 1922. It ignited colonial revolts in the Middle East and in Southeast Asia.

The war severely disturbed the European economies and allowed the United States to become the world’s leading creditor and industrial power. The war also brought vast social consequences, including the mass murder of Armenians in Turkey and an influenza epidemic that killed over 25 million people worldwide.

Many socio-economic events reveal the utter unpredictability of the future. At the dawn of the 20th century, most Europeans looked forward to a future of peace and prosperity. Europe has not fought a major war for 100 years because their belief in human progress was shattered by World War I, a war few wanted and few unnecessarily got drawn into it. At any point during the five weeks leading up to the outbreak of fighting the conflict might have been averted. World War I was a product of miscalculation, misunderstanding, and miscommunication.

No one anticipated a war of unimagined magnitude or duration of World War I. At first the armies relied on outdated methods of communication, such as carrier pigeons. The great powers mobilized more than a million horses. But by the time the conflict was over, tanks, submarines, airplane-dropped bombs, machine guns, and poison gas had transformed the nature of modern warfare. In 1918, the Germans fired shells containing both tear gas and lethal chlorine. The tear gas forced the British to remove their gas masks; the chlorine then scarred their faces and killed them.

Conflicts between two nations is ought to take place on various issues; but is war the solution to it? There is little difference between human and animal reaction to war: animals have a strong instinct to fight and defend their territory, humans are no different. What really separates humans from animals is the scale of the fights. The human’s fights are terrifying and blood-spattered. World War I proved that if disputes are to be settled only by war, then human kind will not survive and the whole world will vanish.  – Let’s avoid a third world war.

War is not something that any sane person wants to be involved in. World War 2 is a great example: Hitler was trying to take over the world eventually by committing genocide. He needed to be stopped. Genocide means the systematic destruction of all or part of a racial, ethnic, religious or national group by Killing members of the group. You cannot have someone trying to take over the world, especially in such a gory manner.

Unfortunately war is necessary in some cases. In several cases, the only way to stop certain pretense is through war. Think, if certain rulers hadn’t been deposed through war efforts, where would the world be? Unfortunately there are people and governments that will not change through peaceful talks and beneficial agreements.

Wars often start from silly, petty arguments. It’s proved sometimes war is the outcome of national ego.

Some sociologists feel education is the answer to stop war. They say that if everyone had the best education possible then war, racism and all other social problems would give way to a worldwide peace. But if you look at people who opted for war were most educated, then what happened? Adolf Hitler, Joseph Stalin, Adolf Eichmann, Joseph Goebbels, Idi Amin, Pol Pot, Mao Tse Tung, Sadam Hussein, Slobodan Milosevic and many others were educated people. Does knowledge breed ego in people? Today, knowledge is given priority in all nations but still the number of wars and their severity has not reduced.

Historically, men and nations attempt to secure peace through political alliances. But, even these have not been able to offer lasting peace. In an address to the United States Senate in 1919, President Woodrow Wilson said, “The League of Nations is the only hope of mankind.” World War I was supposed to have been “The war to end all wars“. But it proved wrong. World War II began only 20 years later.  Thousands of treaties have been made and disbanded.  Our intensions of peace are fanciful, short-lived and fragile; any number of treaties may be formed for peace, but wars are not prevented. It is futile to put all our hope in political alliances.  War cannot create peace and peace cannot create war. It is therefore left to us, to the people of this world whether we want war or peace.

Lastly, some social scientists have envisaged World War III (WWIII, WW3 or the Third World War) to describe a worldwide conflict following World War II. The anticipated dates for the war are from September 1, 2029 – November 11, 2036. The war will break everywhere except Antarctica and most of Africa. The elements for the war would hypothetically be such as Syrian – Turkish border clashes, China’s aggression due to various reasons, same with Russia, economic collapse in word, termination of United Nations, Korea will reunite under democratic government, NATO will occupy the Middle East, dissolution of SCO (Shanghai Cooperation Organization). SCO is a Eurasian political, economic and military organization which was founded in 2001 in Shanghai by the leaders of China, Kazakhstan, Kyrgyzstan, Russia, Tajikistan and Uzbekistan. Post war all SCO governments will reconstruct, Palestine will officially gain independence from Israel.

The World War III will result into reinstating of United Nations. China and Russia will have democracy. Both countries’ some province will enjoy democracy while some province will merge with neighborhood countries.

Can World War III be averted? Looking at the world scenario today, possibilities of it cannot be disputed.  But, let us hope that the hypothesis of World War III remains an illusion perpetually.

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