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Scandinavian Design, a Collective Brand out of Control?

Brüne, Katharina LU (2017) SKPM08 20171
Department 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)
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author
Brüne, Katharina LU
supervisor
organization
alternative title
The Centrality and Implications of Brand Control for Country-of-Origin Brands
course
SKPM08 20171
year
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},
  keyword      = {collective branding,COO branding,network approach,brand control,coopetition,Scandinavian Design},
  language     = {eng},
  note         = {Student Paper},
  title        = {Scandinavian Design, a Collective Brand out of Control?},
  year         = {2017},
}