country-of-origin effect in brand management – the case of poland agnieszka głodowska...
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Country-of-Origin Effect in Brand Management – the Case of Poland
Agnieszka Głodowska [email protected]
lecturer in the Department of Foreign Trade, graduated from Cracow University of Economics and obtained a PhD degree in 2009;
PhD thesis titled: “Diversification of Economic Development and Living Standards in Selected European Union Countries -Multidimensional Analysis”;
in years 1999 – 2009 worked for Pyrobatys Polska Sp. z o.o. and Buma Building Systems S.A.
• Interests: international market research, international marketing, finance of international trade, analysis of EU structural policy.
Agnieszka Gł[email protected]
"To learn the causes and values of thingsTo provide universal education
To bring together professional and general knowledgeof methodological and theoretical character"
Facts & figures:
• Poland's largest university of economics, operating since 1925• four Faculties• about 21 000 students• various study programs in English• about 200 partners all over the world• member of presigious international organizations (i.e. European
University Association, Network of International Business and Economic Schools etc.)
• located in Kraków - leading academic center and very popular tourist destination
www.uek.krakow.pl
Country-of-Origin Effect in Brand Management – the Case of Poland – plan
• introduction to the topic – general concept “country of origin effect” (theoretical approach);
• the “country-of-origin effect” and consumer attitudes - determinants and receptivity;
• perception of foreign brand by Polish consumers – empirical approach;
• image of Poland’s brands under “country of origin effect” – analysis of case studies.
Country–of-origin effect- definition
Overall country image
Aggregate product –country image
Specific product – country image
Source:, Hsieh M. 2004. An investigation of country-of-origin effect using correspondence analysis: A cross-national context. International Journal of Market Research, 46(3): 267–295.
Sources of information about country of orgin
costumers
Cosmopolitan
s
Ethnocentrics
Polycentrics
costumers
companies
Normative approach
Affective approach
Rational approach
Perception of brands in PolandCategory Brands
Food Delma, Winiary, Kujawski, Kamis, Jacobs, Lipton, Bakalland, Pudliszki, Wedel, Dr Oetker, Tyskie
Medicine Centrum, Acard, Oscillococcinum, Gripex, Rutinoscorbin, Ranigast, Artresan, Apap
Retail chains Tesco, Alma, Rossman, Castorama
Products for children
Nivea, Wedel, Gerber, Pampers, Lovela
Hygiene and beauty Linea, Avon, Nivea, Wella, Colgate, Bella
Housing Samsung, Bosch, Amika, Zelmer, Asus
Finance ING, PKO BP, mBank, Visa, Asus
Detergents Vizir, Cif, Ludwik, Finish
Cars Skoda (Octavia, Fabia), Volkswagen (Golf), Toyota (Yaris), Fiat (Punto) Source: adopted by the author based on http://www.digest.com.pl/, http://www.markigodnezaufania.pl/
Participation in international business – Poland case
Export value in years 2000 – 2010 New Members of UE (thousand USD)
Sources: adopted by the author based on http://www.intracen.org/exporters/Stat_export_country_product/
Foreign trade partners
Country(%)/year 2006 2007 2008 2009 2010
Germany 27,1 25,9 25,1 26,1 26,0
France 6,2 6,1 6,2 7,0 6,8
U.Kingdom 5,7 5,9 5,8 6,4 6,2
Italy 6,5 6,6 6,0 6,8 6,1
Czech Rep. 5,5 5,5 5,7 5,9 6,0
Russia 4,3 4,6 5,2 3,7 4,3
Sources: http://www.intracen.org/exporters/Stat_export_country_product/
Perception/knowledge of Poland (ten years ago)
Agricultural country
Backwards counry
Alien country
Poor country
LACK OF KNOWLEDGE!
!!
General attitude towards Poland today (excluding ‘I do not know’ answer)
Sources: http://www.mg.gov.pl/files/upload/14568/Marka_Polska_Gospodarka_Raport_Koncowy(streszczenie)_z_Badan_wizerunkowych_wer_EN.pdf
Popular Polish brands - vodka
•Soplica http://soplica.pl/ •Wyborowa http://wyborowa.pl•Żubrówka http://www.zubrowka.pl/•Gorzka Żołądkowa
http://www.zoladkowagorzka.com/verification.php
Popular Polish brands - food
•Mlekowita http://www.mlekovita.com.pl/•Wedel http://www.wedel.pl/•Wawel http://www.wawel.com.pl/pl•Sokołów http://sokolow.pl/•Tymbark http://tymbark.com/
Popular Polish brands – clothes
•House http://www.lpp.com.pl/firma/house•Reserved http://www.reserved.com/pl•Wittchen http://www.wittchen.com/•Tatuum http://www.tatuum.com •Americanos http://www.americanos.pl/
Popular Polish brands - furniture •Restol http://www.restol.com.pl/www/•Black red white http://brw.com.pl/pl/home•Kler http://www.kler.pl/•Forte http://www.forte.com.pl/•Bydgoskie Meble
http://bydgoskiemeble.pl/
Popular Polish brands – builder’s goods•Atlas http://www.atlas.com.pl/•Fakro http://www.fakro.com/
Popular Polish brands – yachts
•Northman http://www.northman.pl•Delphia yachts
http://www.delphiayachts.pl/
