Reflections of The Country Origin upon Brand Idendity; Case Of Ikea
Küçük Resim Yok
Tarih
2007
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Istanbul Univ
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Global brands have to adapt to the economic and social conditions of the countries in which they do business. All global brands are also responsible to structure and continue their unique brand identities in the countries where they operate. The unique identities of the global brands are affected by the country of origin they belong to. Country of origin can have a significant place in the brand positioning strategy forming the values that make up the brand identity. Moreover, brands that make use of their origin of country may also become representatives of their county's culture in international markets. Based on the example of IKEA, this paper discusses the relationship between brand origin and the identity of the global brand. A global brand's reflecting the origin of its country to its brand identity and the unique value of this will be examined in detail. IKEA which has many shops all over the world has built its brand identity on Swedish values. The research has been completed through a document survey telling about the IKEA concept including the full-in-depth interviews with shop representatives, observation within the stores and the website. Consequently, IKEA shops are advertisement channels reflecting the Swedish values.
Açıklama
Anahtar Kelimeler
Brand Identity, Country Origin, Swedishness
Kaynak
Istanbul Universitesi Iletisim Fakultesi Dergisi
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
Sayı
28
