Exploit, Neglect, Develop, Live: A Typology of Country Image Use in Company Branding

Successful branding strategies form positive brand images in consumers' minds, which contribute to brand equity in the long run (Aaker, 1991). Much research suggests that the image of a product's country of origin (COO) can significantly impact consumers' brand image perceptions and buying preferences (e.g. Hsieh, Pan & Setiono, 2004; Wang & Lamb, 1983). However, little is still known about how country branding (a country's whole image, covering political, economic, historical and cultural dimensions), interacts with country product image (Fetscherin 2010). Switzerland has a strong country image and therefore provides a unique case (Yin 2003). Brand Switzerland governed by the Federal Department of Foreign Affairs to oversee the communication of the country's image (www.imageswitzerland.ch). This department monitors the view of Switzerland overseas, and has determined that the key brand values should be trustworthy, premium quality and authentic with two secondary concepts of secure future, and self-determination. The objective of this study is to analyse the degree to which Swiss companies use these key dimensions of the official country image.