The use of Sustainable Country Images in Organisational Branding

Abstract

The branding of products and organisations has long been recognised as central in marketing research successful branding strategies form positive brand images in consumers’ minds, which contribute to brand equity in the long run. Much research suggests that the image of a product’s country of origin (COO) can significantly impact consumers’ brand image perceptions and buying preferences. Traditionally, COO research has focused on the impact on of economic, political, social and technological variables on consumers’ perceptions of general country images and specific products stemming from these countries. With increased pressures put on natural resources and a rise in lobbying movements demanding more sustainable business practices, brand related ecological factors are now playing a role as well in the consumer decision-making process, particularly when buying food or food-related products. However, little is known about how environmentally friendly country images are used for wider organisational and product branding strategies. This is a particularly interesting field of investigation in circumstances in which the positive ecological image, the myth, might not match the country’s policies and industry practices, the reality, to sustain this image. The objective of this study is therefore to explore the manner in which an environmentally focused COO image is used by companies.