2010 | OriginalPaper | Buchkapitel
Case A: The Role of Nokia in Branding Finland – Companies as Vectors of Nation Branding
Autoren: Ulla Hakala, Arja Lemmetyinen, Juergen Gnoth
Verlag: Palgrave Macmillan UK
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?
