Swedish Brand of Origin: A potential in China?
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
In this thesis we investigate the use of brand origin among Swedish companies. We argue that brand origin is a better concept for capturing the aspects of the origin of a product than using country of origin cues. With the increase in outsourcing country of origin, where the product has been manufactured, becomes less important. We instead believe that the brand origin, the country where the brand originates from, and the possible linkages with the values and images of that country is more important than where the product itself is actually manufactured. We apply this theory on both Swedish companies and on the current situation in China in order to find out if there would be any rationale in using a brand origin of Sweden when marketing towards Chinese consumers.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-5770OAI: oai:DiVA.org:su-5770DiVA: diva2:195655