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Let’s get down to Swissness — What drives brands to communicate their Country of Origin

Rodenbeck, Benno LU ; Benekendorff, Julia Marie Sophie LU and Gassner, Theresa Nicola LU (2025) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20252
Department of Business Administration
Abstract
Purpose: The authors aim to analyse how brands can strategically communicate their Country of Origin (COO) and what the drivers are behind the different intensities of COO signaling.
Methodology: This study applies a qualitative multiple case approach based on secondary data, following an abductive reasoning process that iteratively connects empirical observations from the cases with relevant theoretical frameworks.
Cases: Victorinox, On & Nespresso.
Findings: The authors identify limiting factors of using country of origin as a brand signal, especially the manufacturing locus and the drivers behind COO signaling forms and intensities.
Managerial Implications: Companies can leverage their COO as a brand signal if they meet the criteria... (More)
Purpose: The authors aim to analyse how brands can strategically communicate their Country of Origin (COO) and what the drivers are behind the different intensities of COO signaling.
Methodology: This study applies a qualitative multiple case approach based on secondary data, following an abductive reasoning process that iteratively connects empirical observations from the cases with relevant theoretical frameworks.
Cases: Victorinox, On & Nespresso.
Findings: The authors identify limiting factors of using country of origin as a brand signal, especially the manufacturing locus and the drivers behind COO signaling forms and intensities.
Managerial Implications: Companies can leverage their COO as a brand signal if they meet the criteria to use the symbols. If there is a good fit between the COO and the product category and brand identity, a company can become a brand representing a whole nation.
Research Limitations: This paper focuses on three brands from one country in the premium consumer goods market. Further research should focus on the application of the COO signaling matrix for different countries and different product categories.
Originality/value: This paper is first of its kind defining a 2x2 matrix to analyse how companies position regarding the ability to use COO signals and the intensity they decide to use them.
Paper type: Research Paper. (Less)
Please use this url to cite or link to this publication:
author
Rodenbeck, Benno LU ; Benekendorff, Julia Marie Sophie LU and Gassner, Theresa Nicola LU
supervisor
organization
course
BUSN21 20252
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Country of Origin, Brand Signals, Signaling Theory, Premium Consumer Goods, COO
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9214928
date added to LUP
2025-11-12 11:30:56
date last changed
2025-11-12 11:30:56
@misc{9214928,
  abstract     = {{Purpose: The authors aim to analyse how brands can strategically communicate their Country of Origin (COO) and what the drivers are behind the different intensities of COO signaling.
Methodology: This study applies a qualitative multiple case approach based on secondary data, following an abductive reasoning process that iteratively connects empirical observations from the cases with relevant theoretical frameworks.
Cases: Victorinox, On & Nespresso.
Findings: The authors identify limiting factors of using country of origin as a brand signal, especially the manufacturing locus and the drivers behind COO signaling forms and intensities.
Managerial Implications: Companies can leverage their COO as a brand signal if they meet the criteria to use the symbols. If there is a good fit between the COO and the product category and brand identity, a company can become a brand representing a whole nation.
Research Limitations: This paper focuses on three brands from one country in the premium consumer goods market. Further research should focus on the application of the COO signaling matrix for different countries and different product categories.
Originality/value: This paper is first of its kind defining a 2x2 matrix to analyse how companies position regarding the ability to use COO signals and the intensity they decide to use them.
Paper type: Research Paper.}},
  author       = {{Rodenbeck, Benno and Benekendorff, Julia Marie Sophie and Gassner, Theresa Nicola}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Let’s get down to Swissness — What drives brands to communicate their Country of Origin}},
  year         = {{2025}},
}