Scandinavian Design, a Collective Brand out of Control?
(2017) SKPM08 20171Department of Strategic Communication
- Abstract
- Collective country-of-origin (COO) branding has been a previous research focus concentrating on beneficial aspects of this strategy. Regarding this focus, this thesis both lays open and refutes two major existing assumptions in collective branding research through its abductive approach: that collective COO brands are deliberately created and controlled by a brand manager and that a willingness to cooperate exists between individual companies. Through a case study of the collective brand Scandinavian design, it adds to existing research by aiming to explore the implications of an uncontrolled emergent brand for the individual brands and their strategic use of the collective brand in their PR work. In that it not only approaches the topic... (More)
- Collective country-of-origin (COO) branding has been a previous research focus concentrating on beneficial aspects of this strategy. Regarding this focus, this thesis both lays open and refutes two major existing assumptions in collective branding research through its abductive approach: that collective COO brands are deliberately created and controlled by a brand manager and that a willingness to cooperate exists between individual companies. Through a case study of the collective brand Scandinavian design, it adds to existing research by aiming to explore the implications of an uncontrolled emergent brand for the individual brands and their strategic use of the collective brand in their PR work. In that it not only approaches the topic through a network perspective but also adds to existing literature by focusing on individual brands’ perceptions. The findings question the centrality of brand control set in past research in terms of its function to establish a network between the individual brands. They reveal that despite an uncontrolled state, a network is created through a consensus on brand meaning and co-construction of meaning as well as that the collective brand serves as a strategic resource in different ways for different types of companies. However, at the same time, the findings also reveal implications for uncontrolled brands in terms of a high competition and low cooperation commitment. They suggest the need for stronger relationship building and commitment to build favourable perceptions with the collective brand in order maintain its value for the individual brands. The research suggests that the functions of the absent brand manager should be replaced with stronger joint public relations work while at the same time calls for a rethinking of the centrality and functions of brand control for collective COO brands. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8918267
- author
- Brüne, Katharina LU
- supervisor
- organization
- alternative title
- The Centrality and Implications of Brand Control for Country-of-Origin Brands
- course
- SKPM08 20171
- year
- 2017
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- collective branding, COO branding, network approach, brand control, coopetition, Scandinavian Design
- language
- English
- id
- 8918267
- date added to LUP
- 2017-07-31 10:32:46
- date last changed
- 2017-07-31 10:32:46
@misc{8918267,
abstract = {{Collective country-of-origin (COO) branding has been a previous research focus concentrating on beneficial aspects of this strategy. Regarding this focus, this thesis both lays open and refutes two major existing assumptions in collective branding research through its abductive approach: that collective COO brands are deliberately created and controlled by a brand manager and that a willingness to cooperate exists between individual companies. Through a case study of the collective brand Scandinavian design, it adds to existing research by aiming to explore the implications of an uncontrolled emergent brand for the individual brands and their strategic use of the collective brand in their PR work. In that it not only approaches the topic through a network perspective but also adds to existing literature by focusing on individual brands’ perceptions. The findings question the centrality of brand control set in past research in terms of its function to establish a network between the individual brands. They reveal that despite an uncontrolled state, a network is created through a consensus on brand meaning and co-construction of meaning as well as that the collective brand serves as a strategic resource in different ways for different types of companies. However, at the same time, the findings also reveal implications for uncontrolled brands in terms of a high competition and low cooperation commitment. They suggest the need for stronger relationship building and commitment to build favourable perceptions with the collective brand in order maintain its value for the individual brands. The research suggests that the functions of the absent brand manager should be replaced with stronger joint public relations work while at the same time calls for a rethinking of the centrality and functions of brand control for collective COO brands.}},
author = {{Brüne, Katharina}},
language = {{eng}},
note = {{Student Paper}},
title = {{Scandinavian Design, a Collective Brand out of Control?}},
year = {{2017}},
}