Case A: The Role of Nokia in Branding Finland – Companies as Vectors of Nation Branding

Ulla Hakala, Arja Lemmetyinen and Juergen Gnoth

Chapter Chapter 6 in International Place Branding Yearbook 2010, 2010, pp 55-65 from Palgrave Macmillan

Abstract: Abstract This chapter discusses how a product brand can create leverage for a nation brand; that is, the country of origin of the product. Traditionally, countries have been considered to function as umbrella brands for product brands – for example, France for French perfume, Italy for Italian sports cars, and Japan for Japanese electronics. But can a product brand also boost recognition, exposure and credibility for a nation?

Keywords: National Identity; Product Brand; Brand Position; Brand Relationship; Country Image (search for similar items in EconPapers)
Date: 2010
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DOI: 10.1057/9780230298095_6

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