Relations between country brand and product brand
2013
Worobjow, L., West Pomeranian Univ. of Technology in Szczecin (Poland). Dept. of Marketing | Ertmanska, K., West Pomeranian Univ. of Technology in Szczecin (Poland). Dept. of Marketing
The aim of this article is to identify links between the product brand and the brand of a territorial unit, which is the country. The authors point out that building the brand of the product and the brand of the country should be treated with the same seriousness and that the same tools can be used in both cases. The authors have analysed the essence of understanding the brand of the product as well as links between the product brand and the country brand in the present paper. The method used in the paper is the literature analysis. The paper describes the scheme, according to which one should work in creating a national brand as well as the process of building a national brand. The idea of national marketing has also been characterised in the study. Country of origin effect has been described as the impact that opinion and the image of the country has on a product originating from a particular country. The idea of links existing between the product brand and the country brand is topical because nowadays not only brands are fighting for the attention of consumers but also cities and countries. Country branding is another level inscribing in the process of grabbing new areas by brands and the knowledge on the use of techniques appropriate for brand management can help countries win competition and be more visible in the global market.
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