The role of the origin in international brand management

Across different European countries, it can be observed that the same brands are often perceived differently by the consumers in the respective markets. This seems to be particularly true with regard to the assessment of the quality of the corresponding products based on the provenance of these brands. Therefore, an in-depth analysis of this particular phenomenon should yield valuable insights for brand managers and research alike...

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Year of publication:	2003-12-01
Authors:	Strenzke, Jan-Hendrik
Institutions:	Universität <Bremen> / Lehrstuhl für Innovatives Markenmanagement
Subject:	Management \| Marken \| Verbraucher

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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

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