In search of tools for the use of country image (CI) in the brand

Mariana Bassi Suter (), Janaina Moura Engracia Giraldi (), Felipe Mendes Borini (), Maria Laura Ferranty MacLennan (), Edson Crescitelli () and Edison Fernandes Polo ()
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Mariana Bassi Suter: University of York
Janaina Moura Engracia Giraldi: University of São Paulo (USP)
Felipe Mendes Borini: University of São Paulo (USP)
Maria Laura Ferranty MacLennan: Centro Universitário FEI
Edson Crescitelli: University of São Paulo (USP)
Edison Fernandes Polo: University of São Paulo (USP)

Journal of Brand Management, 2018, vol. 25, issue 2, No 4, 119-132

Abstract: 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.

Keywords: Country image; Branding strategy; Brand; Tools; Country of origin; Country image usage (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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DOI: 10.1057/s41262-017-0062-4

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