umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Branding Our Roots: A study about the use of country of origin in international business
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

It has been showed that COO of product has an effect on consumers purchase decisions. Companies are trying to find ways to differentiate their brands from those of their competitors. In many cases the use of COO is considered difficult and is not understood to the level where it would add to the brand value of those companies.

Academic areas such as nation branding, COO (country of origin), brand positioning and brand communications work as a base for the investigation of our research problem. The study uses Finland as a study objective to investigate how companies aiming for international markets can use their COO in smart ways when creating and developing their brand identities. The knowledge in these areas is deepened through semi structured interviews with six experts from different fields.

The previous academic areas acknowledge that the communication needs to be directed for the right consumers, in a way that suits the recipient. Since consumers in international markets often share multiple/different perceptions and associations, when communicating the origin of a brand, a customer centric approach in the communications is vital. The study finds that country of origin, when used in corporate branding often needs to be explained through storytelling, that emphasizes why the origin adds value. This is done by translating aspects about the COO in to a form which consumers are able to understand and appreciate. An additional finding the study makes is the symbiosis between the companies and their country of origin. The companies have the ability to shape the nation brand of their origin, and hence, aid their own branding capabilities. Marketers need to understand the value of their COO and see the possibilities it may offer. This realization creates a symbiance between the brand and its origin which will create long term positive implications.

Place, publisher, year, edition, pages
2019. , p. 55
Keywords [en]
branding, COO, country of origin, marketing, marketing communication, nation branding, nation brand, brand positioning, business development
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-161176OAI: oai:DiVA.org:umu-161176DiVA, id: diva2:1332526
Educational program
International Business Program
Presentation
2019-06-05, 10:00 (English)
Supervisors
Examiners
Available from: 2019-06-28 Created: 2019-06-28 Last updated: 2019-06-28Bibliographically approved

Open Access in DiVA

fulltext(2506 kB)38 downloads
File information
File name FULLTEXT01.pdfFile size 2506 kBChecksum SHA-512
dd8859596cc8f119ffd10a0588700cd55e1ce9ce320831c1cf508892b8a38ce4a7c208845f683bb4517b9bdfd5ee7430bb77ad4c4363b903c5c2cc707f188c27
Type fulltextMimetype application/pdf

By organisation
Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 38 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 74 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf