The goal of the research is to evaluate the influence of country of origin effect on export of high-tech mechanical engineering products and competitiveness of the machine building enterprises abroad. The article deals with the foreign economic activity of JSC “PA “Ural Optical & Mechanical Plant” named after E.S. Yalamov” – large industrial enterprise of Sverdlovsk region in Russia. The authors use methods of case-study and economic analysis to determine the competitiveness of medical equipment abroad and dependence of export sales on the perception of country brand “made in Russia”. As a result the schemes of subcontracting and production under Private Label Manufacturer for the high-tech machinery with obligatory international certification are offered. These instruments can help to increase the export potential and competitiveness of the Russian machine-building enterprises under the conditions of new industrialization and globalization.