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An Organizational Perspective on Space and Place Branding Read chapter Read first chapter

2010 | OriginalPaper | Chapter

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

Authors : Ulla Hakala, Arja Lemmetyinen, Juergen Gnoth

Published in: International Place Branding Yearbook 2010

Publisher: 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?

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previous chapter Country Images:Why They Influence Consumers
next chapter Case B: Branding Nonmetropolitan Illinois – A Normative Decision Analysis
Metadata
Title
Case A: The Role of Nokia in Branding Finland – Companies as Vectors of Nation Branding
Authors
Ulla Hakala
Arja Lemmetyinen
Juergen Gnoth
Copyright Year
2010
Publisher
Palgrave Macmillan UK
Book
International Place Branding Yearbook 2010

Print ISBN: 978-0-230-23960-9

Electronic ISBN: 978-0-230-29809-5

Copyright Year: 2010

DOI
https://doi.org/10.1057/9780230298095_6