Composition with Country and Corporate Brands. Capitalising on the Country Brand Values
Background: The concept of countries as brands has been increasingly accredited once the postmodern global world became an every day experience. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand.
Purpose: The aim of the paper is to design a model with regard to the value- transfer from country brands to corporate brands. The model is evaluated in accordance with the relationship between Sweden and Scania, respectively Oriflame, chosen as frames of research. The researchers assess whether the process occurrence is conscious or not, be it from inside (on the corporate level) or outside (from the audiences’ perspective), as well as its consistency (the values involved in the transfer).
Results: According to the research results, Scania displays a spontaneous value- transfer with Sweden the brand, whereasOriflame actively capitalises on the national set of common values. Either unconsciously present at the corporate level of Scania, or consciously exploited by Oriflame, these Swedish values repeat for both studied companies.
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