When we think of Italian or French cheese, we immediately have a general image in our minds. We even imagine the taste and smell of the cheese, which is firmly associated with notions of high quality, taste, and so on. This is down to a country’s reputation as a producer of a particular product, and as a supplier of this product to the global market — Sergey Levin, Deputy Minister of Agriculture of the Russian Federation .
The reputation and perception of Russia will be crucial for Russian companies seeking to do business in other countries — Andrey Danilenko, Chairman, Committee on Agro-Industrial Policy, Delovaya Rossiya (Business Russia).
It seems to me that people think about reputations either when something is amiss in the country, or with the product. As a rule, international companies tend to be affected by this notion of reputation during a boycott. <...> The product may be excellent, but something is not right in the country of origin. We experienced this in 2014 — Irina Bakhtina, Vice President for Sustainable Business Development and Corporate Affairs, Unilever Rus .
Reputation is primarily associated with a brand, i.e. something that you want to be proud of, something which you hope will gain widespread recognition, something which people will first think of when they talk about you. In this instance, when they talk about food from Russia — Valery Schapov, President, Mars Russia.