Suter, MB orcid.org/0000-0002-9396-1438, de Moura Engracia Giraldi, J, Borini, FM et al. (3 more authors) (2018) In search of tools for the use of country image (CI) in the brand. Journal of Brand Management, 25 (2). pp. 119-132. ISSN 1350-231X
Abstract
Existing country image (CI) literature tends to focus on consumer behaviour. In contrast, this paper approaches CI from the point of view of the firm. In doing so, it seeks to identify the means by which international companies associate a brand with a specific country of origin in order to build brand values. In particular, it looks at the use of CI cues in brand strategies. The paper is based on exploratory research comprising a case study of two contrasting companies from the cosmetics industry, Natura, a domestic company, and the French-owned L’Occitane, both of which draw on images of Brazil to build their brands. Specific elements of CI used in branding are identified, and the extent to which the use of these differs depending on the origin of the owning company is explored. The cases suggest that CI can be exploited in different contexts. Through analysis of the elements used by both companies to build strong brands associated with the Brazilian CI—Natura Cosméticos and L’Occitane au Brésil—six tools are identified that can be combined by firms to deliver brand values, derived from any country, through the use of CI.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2017, Macmillan Publishers Ltd. This is a post-peer-review, pre-copyedit version of an article published in Journal of Brand Management. The final authenticated version is available online at: https://doi.org/10.1057/s41262-017-0062-4. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Country image; Branding strategy; Brand; Tools; Country of origin; Country image usage |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 24 Sep 2018 15:15 |
Last Modified: | 11 Mar 2019 11:45 |
Status: | Published |
Publisher: | Palgrave Macmillan |
Identification Number: | 10.1057/s41262-017-0062-4 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:136040 |