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

Agnieszka Głodowska [email protected]

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.

www.uek.krakow.pl

"To learn the causes and values of things To provide universal education To bring together professional and general knowledge of 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

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 companies Rational approach Affective approach Normative approach Ethnoce ntrics Polycent rics Cosmop olitans

costumers

Perception of brands in Poland

Category Brands

Food Medicine Retail chains Products for children Hygiene and beauty Housing Delma,

Winiary, Kujawski, Kamis,

Jacobs, Lipton,

Bakalland, Pudliszki, Wedel

, Dr Oetker,

Tyskie

Centrum,

Acard,

Oscillococcinum,

Gripex,

Rutinoscorbin, Ranigast, Artresan,

Apap

Tesco,

Alma,

Rossman, Castorama Nivea,

Wedel, Gerber,

Linea, Avon, Nivea, Wella, Colgate, Samsung, Bosch, Amika, Pampers, Lovela

Zelmer Bella

, Asus Finance Detergents ING,

PKO BP

Vizir, Cif, , mBank, Visa, Asus

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 Germany

27,1

France U.Kingdom

Italy

6,2 5,7 6,5

Czech Rep.

Russia

5,5 4,3

2007

25,9 6,1 5,9 6,6 5,5 4,6

2008

25,1 6,2 5,8 6,0 5,7 5,2 Sources: http://www.intracen.org/exporters/Stat_export_country_product/

2009

26,1 7,0 6,4 6,8 5,9 3,7

2010

26,0 6,8 6,2 6,1 6,0 4,3

Perception/knowledge of Poland (ten years ago) Agricultural country Backwards counry LACK OF KNOWLEDGE!!!

Alien country Poor country

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.p

hp

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 Tatuum http://www.wittchen.com/ 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 [email protected]