country-of-origin effect in brand management – the case of poland agnieszka głodowska...

Country-of-Origin Effect in Brand Management – the Case of Poland

Agnieszka Głodowska glodowsa@uek.krakow.pl

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 Głodowskaglodowsa@uek.krakow.pl

"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/

Thank you for attention

I welcome your questions, suggestions, comments glodowsa@uek.krakow.pl