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Nordic brands towards a design-oriented concept

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Abstract

The author presents an empirical study conducted through the analyses of three Nordic brands, BoConcept, H&M and Ikea, following a design-oriented concept/scheme of analyses. The concepts of brand image and brand identity are shown relevant to the analyses and intimately connected to the country image as a key asset to the brand itself. The paper aims to show that Nordic brands are differentiating themselves from competitors in a globalised market opting for design-shaped goods and for the promotion of Nordic heritage through communication. This study adds new insights to the brand management literature, focusing on brands that have a high level of knowledge in the market.

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Authors and Affiliations

  1. Rua Cassiano Branco, 43, Porto, 4250-084, Portugal

    Ana Roncha

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  1. Ana Roncha
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Correspondence to Ana Roncha.

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Roncha, A. Nordic brands towards a design-oriented concept. J Brand Manag 16, 21–29 (2008). https://doi.org/10.1057/bm.2008.16

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  • DOI: https://doi.org/10.1057/bm.2008.16

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