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Company Versus Country Branding: “Same, same but Different”

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Creating and Delivering Value in Marketing

Abstract

The aim of this study is to investigate whether countries can be branded like companies. Company brands are managed according to clear ownership and top-down control of brand management. In contrast, countries are governed according to the public interest, which requires transparency and participation.

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Author information

Authors and Affiliations

  1. Springfield, USA

    Ingeborg Astrid Kleppe & Lena Larsson Mossberg

Authors
  1. Ingeborg Astrid Kleppe
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  2. Lena Larsson Mossberg
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Editor information

Editors and Affiliations

  1. Department of Marketing, Western New England University College of Business, Springfield, Massachusetts, USA

    Harlan E. Spotts

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© 2015 Academy of Marketing Science

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Kleppe, I.A., Mossberg, L.L. (2015). Company Versus Country Branding: “Same, same but Different”. In: Spotts, H. (eds) Creating and Delivering Value in Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11848-2_13

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