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1. 1. Associating Brands to Nations: Why and How? : A Case Study of Orrefors Kosta Boda

   University essay from Företagsekonomiska institutionen

   Author : Sylvia Fridjonsson; Emma Mersmann; [2009]
   Keywords : Brand Identity; Core Identity; Extended Identity; Country-of-Origin; Culture-of-Brand-Origin;

   Abstract : As globalization has contributed to the increased availability of foreign products across global markets, it is nowadays believed by some that a prerequisite for being able to compete on increased competitive levels is to adapt a global perspective. In this sense, marketing strategies aimed at promoting brands and products must be designed to function even on a global scale. READ MORE