Upravljanje globalnim brendom s osvrtom na efekt zemlje porijekla

Abstract

Geographical expansion is inevitable destiny of brands because it determines the growth of the brand and its ability to innovate and maintain competitive advantage in terms of economies of scale and productivity. Therefore, brand managers are trying to find out new ways and approaches in a manner to achive international expansion. The effect that has been studied for a long time in relation with brands is the effect of the country of origin. Purpose of this paper is to find out the impact of the country of origin on the contemporary brand management. Goal of the paper is to point out the end of country of origin trend in developed countries and development of this effect in developing countries. More and more companies are currently trying to cover up the country of origin of the product while brend with its image represents more important and familiar information. Generally, the effect of country of origin becomes less important while the country of the brand has a growing importance.

Comparative analysis of consumer attitudes in Croatia and Serbia according to domestic and foreign brands

“…The brand's origin may also be significant for consumers while assessing their exchange value, consumers (clients) should not be expected to evaluate the exchange value of the brand solely on the basis of the origin of a certain country, since this estimate should be the result of a number of factors (Krajnovi c, Jadre sko, & Bosna, 2015). There are numerous global brands in all industries on both Croatian and Serbian markets, but in both countries there are also numerous historically 'common' brands which are active and which exist from the time when both countries were part of the same state union (until 1991 in the SFR Yugoslavia).…”