Naslov
Climbing the Brand Ladder: From Fashion Accessory to Distinctive, Country-Of-Origin Brand
(Brand laddering – from fashion accessory to distinctive, country-of-origin related brand)

Autori
Ozretić Došen, Đurđana

Izvornik
Journal of Euromarketing (1049-6483) 23 (2014), 1-2; 74-84

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Fashion accessory brand; country-of-origin-image; Croata brand

Sažetak
This paper analyses a fashion accessory brand and its potential to become a distinctive brand, which would convey a positive country- of-origin image, too. The author seeks to explore if specific brand features and attributes linked to the history of the country- of-origin implemented in product development and subsequent marketing activities can help achieve powerful brand differentiation, successful positioning, and desirable brand personality, thus leading to the creation of positive associations related to the brand's country-of-origin. The paper relies on qualitative methodology, i.e., its findings are based on a case study. The research findings support the assumption that the principles of branding should follow an emotional branding approach in order to achieve images and stories about the particular brand, which can subsequently lead to the desirable results with regard to brand attractiveness and brand loyalty and convey a favorable country- of- origin image.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA