Brand Equity and Country of Origin Relationship

Research on brand origin and perceived value. D 'Antone and Merunka (2015) found that brand origin (BO) inferences influence brand meanings and consumers rely on impoverished forms of origin-related brand exemplars when BO is unclear. They argued that including

Finally, Shamma (2011) claims that total brand equity consists of product and corporate brand equity which depends on company’s market, social and financial performance. Furthermore, there is a positive relationship between company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is strongly linked with brand’s strength (Grace and King, 2011). In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets company’s shareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is also claimed that some companies, especially those that started as niche businesses that appealed to small segments of socially conscious customers succeeded in creating strong and distinctive corporate brands. Referring to CC and Jim Beam corporation consumers are not that concerned about company’s overall image, however introduction of corporate social responsibility and socially

Brand equity is a consumer-based concept (Elliot 2017) and strategic asset of a company that encompasses the idea of the added value a brand contributes to a product. Influenced by consumer choices, it is the characteristic of a brand that indicates high levels of performance and determines the success of companies.

Kotler and Keller (2012, pp. 271-272) maintain that there are three main sets of brand equity drivers:

According to Hsieh et al. (2004), it is suggested that “consumers tend to use halo images of a country to judge quality and to generate inferential brand beliefs.” Thus it can be suggested that consumers’ positive attitudes and impressions towards a country will induce positive attitude towards the brand, and ultimately increasing their willingness to buy the products.

15. There are five key components—or pillars—of brand equity. Which of those components or pillars measures the breadth of a brand’s appeal?

The value given to the brand by the consumer is the brand’s equity. The brand obtains its

The successful marketing and revenue generation of products is governed by a host of tangible and intangible factors. As marketing analytics research continues to develop theories and models for uncovering these important components of the product sales cycle, certain components differentiate themselves through importance and impact. Brand equity is one

Nation Brands: Nation Brands studies six verticals to determine the overall brand power of a specific

The third chapter of the research presents the literature review. It explains the element of Brand equity (brand loyalty, brand awareness, perceived quality, brand

Throughout the years there has been a rise on advertisement from being basic to extremely extravagant. Companies have been trying to keep up their brand reputation up for years. I wanted to find out why so many people worldwide are putting their trust in a product by just hearing the name brand name.

Authors have introduced a country of origin framework which has 3 different dimensions of COO which impacts consumer’s perceptions, those 3 dimensions are called “Affective”, “Normative” and “Cognitive”. This framework was heavily used in modern research of COO effects on brand equity, therefore I will employ elements of this framework in conducting my own research.

In this article the importance of conducting global market research is to understand the importance of how consumers from developing countries evaluate global brands from developed countries. Conducting research will allow companies to understand the attitudes of their market consumers. Knowing the attitudes of your consumers will allow the company to know what is preferred and being sought after. Companies then can become to have a clear understanding of how to improve, increase revenue, and how to satisfy customer wants and needs. In this article the author “proses that global orientation, including global consumption orientation and global identity, are key factors accounting for the attitude variance” (Guo, X., 2013, pg. 1).

International branding is about maintaining a balance between being local and being global. Brand ideas, concepts and values, have to remain unchanged, but the ways to relay and make them appealing to local persons vary. Ideas and values can be general, but the method of communication cannot. Developing an appealing brand is a hard and complicated task. Even local brands encounter many challenges, like the main pledge of the communicating corporation, the incorporation of the communication process and building brand associations. Nonetheless, in the global branding those challenges immeasurably increase. Two conflicting and even seemingly contradictory challenges exist in the global branding. A global brand has to remain effortlessly recognized at any international locality and, at the same point, to be well-matched with the local traditions, customers and cultures’ way of perception. In other words, brands have to remain local and international at the same time. This is the main challenge that most brands face. Not so many multinational corporations can boast of finding victorious solutions to it. This paper gives some insight on the international branding and challenges faced when dealing with an international brand.

“From humble beginnings, Sunseeker have evolved from being a brand, to a global icon. Producing the finest motoryachts the world has ever seen” (Sunseeker, 2015). From this statement found plastered on Sunseeker’s home page it is clear to see the position the brand wishes to occupy in the mind of consumers. While they provide a function in the form of transport and accommodation, their brand is evidently a symbol of luxury and the epitome of the lavish lifestyle. At the centre of this position is the British heritage of yacht building, universally acknowledged as among the finest in the world. Sunseeker has enjoyed a positive Country of Origin (COO) effect for decades. However since 2013 when 91.8% of the company was acquired by Dalian Wanda Group, a Chinese conglomerate, the brand identity and equity is at risk from poor COO associations related to the Chinese ownership. This essay will explore, through the use of academic models and literature as well as carefully selected aspects from Sunseeker’s situation, the possible effects on brand equity as a result of the acquisition. The main areas of discussion are; whether COO effect plays a significant role in brand equity, the methods used by Sunseeker to control the COO effect and their degrees of success and finally whether the same issues apply in Asia and