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Case A: The Role of Nokia in Branding Finland – Companies as Vectors of Nation Branding

In: International Place Branding Yearbook 2010

Author

Listed:
  • Ulla Hakala
  • Arja Lemmetyinen
  • Juergen Gnoth

Abstract

This chapter discusses how a product brand can create leverage for a nation brand; that is, the country of origin of the product. Traditionally, countries have been considered to function as umbrella brands for product brands – for example, France for French perfume, Italy for Italian sports cars, and Japan for Japanese electronics. But can a product brand also boost recognition, exposure and credibility for a nation?

Suggested Citation

  • Ulla Hakala & Arja Lemmetyinen & Juergen Gnoth, 2010. "Case A: The Role of Nokia in Branding Finland – Companies as Vectors of Nation Branding," Palgrave Macmillan Books, in: Frank M. Go & Robert Govers (ed.), International Place Branding Yearbook 2010, chapter 0, pages 55-65, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-29809-5_6
    DOI: 10.1057/9780230298095_6
    as

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