Country of Origin Effect has been discussed for many years and several authors have argued that is a way to differentiate the product from competitors and is a fundamental element that affects perceptions, preference 123 pensamiento & gestión, 39.Universidad del Norte, 122-141, 2015El efecto país de origen en marcas dominantes Fecha de recepción: 14 de febrero de 2015 Fecha de aceptación: 13 de octubre de 2015 and willingness consumer to buy.Currently, however, several authors argue that this effect has become less important, since even in comparison goods, which implicates a higher involvement level, many consumers do not know the Country of Origin of the product for the reason that the brand is quite dominant and this is most relevant to the consumer, regardless of where it comes from.This study evaluates the effect of country of origin dominant in comparison products brands such as portable computers.The empirical results show that this effect is diluted when brands already occupy an important place in the mind of the consumer