• 1. Introduction
  • 1.1 Aims and objectives
  • 1.2 Research design
  • 1.3 Chapter overview
  • 2. A brief introduction to international brand management
  • 2.1 What is a brand?
  • 2.2 Value creation and brand equity
  • 2.3 The international dimension of brands
  • 2.4 Chapter summary
  • 3. The role of the origin in international marketing literature
  • 3.1 The country of origin effect
  • 3.2 The concept of brand origin
  • 3.3 Further perspectives on the relationship between a brand and its origin
  • 3.4 Chapter summary
  • 4. Research design and execution
  • 4.1 Consumer perceptions of brand origin
  • 4.2 Expert opinions on brand origin
  • 4.3 Irishness and Guiness in Germany
  • 4.4 Chapter summary
  • 5. Consumer perceptions of brand origins
  • 5.1 Research findings
  • 5.2 Deductions from this survey
  • 5.3 Chapter summary
  • 6. Expert opinions on brand origin
  • 6.1 Research findings
  • 6.2 Chapter summary
  • 7. Origin-linked brand images in practice
  • 7.1 The Guiness case study
  • 7.2 Transferability of the deductions from the Guiness case
  • 7.3 Chapter summary
  • 8. Conceptualising the origin phenomenon
  • 8.1 The relevance of the origin in international brand management
  • 8.2 The implications of linking a brand to its origin
  • 8.3 Chapter summary and closing statement
  • Appendix
  • References