Sprott’s Jose Rojas-Mendez Makes His Mark on the Map of Place Brand Impact Makers

Sprott International Business and Marketing Professor José Rojas-Méndez is a leading scholar in place brand marketing research. His expertise in the area of place brand was recently recognized by his peers through his nomination and acceptance as a Place Brand Impact Maker by The Place Brand Observer (TPBO). José has joined a group of leading place brand experts who are located on TPBO’s interactive map of place brand impact makers.

José Rojas-Méndez, Professor of International Business and Marketing, Sprott School of Business at Carleton University.

Rojas-Méndez’s research focuses on national brand, international consumer behaviour and cross-cultural business. He has conducted research and collected data from over 22 countries in 11 languages.

Through his research on national brand personality, he developed the Nation Brand Molecule – a model that provides a holistic approach to developing an international positioning strategy and allows countries to profile themselves as efficiently as possible.

His work has expanded to explore xenocentrism. Rojas-Méndes recently developed a multidimensional and highly effective scale, called the X-Scale, that developing countries can use for identifying potential markets for business expansion at a global level.

Rojas-Méndez is the recipient of the Sprott School of Business Research Award in 2024 and the Person of the Year Award from ASFAE in 2022.