"How to use country-of-origin as a potential success factor when strengthen a brand on a foreign market" -a case study of Swedish high-quality design brands

Sammanfattning: Title: “How to use country-of-origin as a potential success factor when strengthen a brand on a foreign market” -a case study of Swedish high-quality design brands Date of the seminar: 2010-06-03 Course: BUSM08. Degree Project in International Marketing and Brand Management Authors: Emilie de Craene, Madeleine Larsson and Charlotta Samsson Advisor: Ulf Elg Keywords: country-of-origin, country image, brand identity, brand associations and internationalisation. Thesis purpose: The purpose of this study is to investigate how Swedish high-quality design brands can use country-of-origin as a potential success factor when strengthen their brand on a foreign market. Methodology: A qualitative case study with an iterative approach. Our data collection has primarily been conducted by interviews and document studies. Theoretical framework: We have divided out theoretical framework in three different parts, where we have used various theories within branding, country-of-origin and internationalisation. Empirical data: We have conducted a case study with six semi-structured interviews in combination with our secondary data collection. Interviews have been conducted with the sales manager and the key account manager of Svenskt Tenn, the sales manager and an international sales representative of Skultuna, the marketing director of Kosta Boda and the owner of Just Scandinavian. Conclusion: In our conclusion, we have presented a model answering our research question. The model is divided into three different parts, which are all integrated with country-of-origin. Firstly, the model touches upon entry strategies, which include incremental steps, psychic distance and networks. Secondly, we describe activities such as corporate storytelling, collaborations and brand ambassadors. Thirdly, we discuss the importance of brand associations. By focusing on these potential success factors, the brand can be further strengthened.