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2010 | OriginalPaper | Buchkapitel

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

verfasst von : Ulla Hakala, Arja Lemmetyinen, Juergen Gnoth

Erschienen in: International Place Branding Yearbook 2010

Verlag: Palgrave Macmillan UK

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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?

Metadaten
Titel
Case A: The Role of Nokia in Branding Finland – Companies as Vectors of Nation Branding
verfasst von
Ulla Hakala
Arja Lemmetyinen
Juergen Gnoth
Copyright-Jahr
2010
Verlag
Palgrave Macmillan UK
DOI
https://doi.org/10.1057/9780230298095_6

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