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Time to re-think?: A brand new approach on brand identity, Minor Field Study of the Philippines
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]



According to Nandan, (2005) brand identity derives from a company,

i.e. the company is accountable for developing distinguished merchandise with

exclusive features. Brand identity is how a company identifies itself. Through Brand

identity, organizations, strives towards convey its independence and uniqueness to

all relevant publics. Today our world is branded. Creating a strong brand is not only

for consumer goods anymore, but also for places and countries.

Researchers within the area of country branding states that a strong country brand

identity is the only way a country can be actors in a global market. Due to the lack

of earlier research in country brand identity there is no present obtainable model to

measure country brand identity. According to the fact that there is no analysis

model existing, there might be difficulties to define the country brand identity of the

Philippines. According to Paswan et al (2002), there is a difference between

countries and products when it comes to brand identity and therefore there might be

a need to develop a new model in order to define country brand identity as a

complement for the already existing models.


The main objective of the study is to determine country brand identity. This

will be done through the process of developing an analysis model on how to

determine country brand identity. The model will be developed through existing

theories and will act as a complement to earlier stated research. The model will be

utilized in the Philippines in order to be able to determine the brand identity of the

country. The goal of the study is to be able to employ the model on all countries. In

order to be able to acquire empirical data, method triangulation will be utilized.


The thesis will be a minor field study based on a qualitative research

approach. The empirical data will be gathered through method triangulation where

observations, interviews and focus groups are essential.


It is possible to define country brand identity by developing an

analysis model where culture is essential due to the fact that culture plays a big part

of a country. Determinants for defining country brand identity are stated as culture

integrated with reflection, personality, self-image, marketing communication and

brand name.

Place, publisher, year, edition, pages
2011. , 80 p.
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-12163OAI: diva2:420950
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Social and Behavioural Science, Law
Available from: 2011-06-22 Created: 2011-06-07 Last updated: 2011-06-22Bibliographically approved

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