of the global brand. Third, we provide implications for brand image.
management based on our discussion, including the potential dangers of.
"adopting" an origin. Finally, we summarize our key conclusions and.
identify areas for future research.
Brand origin - a conceptualization.
In this section, we present a definition of brand origin, clarify some salient.
aspects of the definition, and discuss the relationship of brand origin to.
concepts such as brand image. Next, we review the country-of-origin.
literature with respect to its treatment of brands so as to make explicit the.
need for the brand origin concept. We then outline key differences between.
the brand origin construct and country of origin.
Definition.
We define brand origin as the place, region or country to which the brand is.
perceived to belong by its target consumers. We note that this may differ.
from the location where products carrying the brand name are manufactured,.
or are perceived by consumers to be manufactured. The definition seeks to.
exclude from its purview cases where a brand occasionally shows its users in.
settings such as a snowy country scene or a beach, but not clearly enough or.
consistently enough to allow consumers to make an inference about the.
brand being from a particular place. Thus, ads for Busch beer which talk.
about "the mountains of Busch" would not be considered to be using a brand.
origin cue for this reason, nor would seasonal beer ads for Miller or.
Anheuser-Busch, which depict horse-driven sleighs moving across a snowy.
landscape. On the other hand, some beer advertising such as that for Molson.
or Coors would qualify, as discussed a little later, because it unequivocally.
indicates the brand's origin, and consumers might be expected to identify.
these brands with a particular place.
The definition is stated in terms of consumer perceptions since the outcomes.
of interest to marketers are those which are within the power of the consumer.