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Article
Publication date: 11 December 2019

Jan-Benedict Steenkamp

The purpose of this paper is to offer a new conceptual model for nation branding, rooted in the marketing literature, with associated tasks for the nation brand marketer.

Abstract

Purpose

The purpose of this paper is to offer a new conceptual model for nation branding, rooted in the marketing literature, with associated tasks for the nation brand marketer.

Design/methodology/approach

The paper draws on the extant literatures on brand identity systems, cultural branding and brand equity to develop a conceptual model for nation branding. The author also identifies five key challenges faced by the nation brand marketer.

Findings

Nation branding has captured the attention of policy makers around the world, but has only received limited attention by international marketing scholars. Much of the work on nation branding is done by practitioners who regard nation branding as a separate field of inquiry. The author argues that nation branding is an important emerging new form of branding, and that we should use and adapt the rich branding literature to deepen our understanding of nation branding and develop plans for action. The author proposes a model for nation branding, which consists of six stages. Furthermore, the author identifies five issues that keep the nation brand marketer awake at night.

Originality/value

The paper integrates three streams of work on branding to develop a new, six-step model for building strong nation brands. For each stage, the key tasks for the nation-branding marketer are identified.

Details

International Marketing Review, vol. 38 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 28 February 2019

Jan-Benedict Steenkamp

The purpose of this paper is to offer a different perspective on the global consumer culture (GCC) phenomenon and identify new avenues for future research.

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3182

Abstract

Purpose

The purpose of this paper is to offer a different perspective on the global consumer culture (GCC) phenomenon and identify new avenues for future research.

Design/methodology/approach

The paper is a thought piece.

Findings

The unprecedented globalization of the marketplace in the last 50 years has given rise to the emergence of GCC, and the rise of global companies and global brands, among others. Yet, as one surveys the globalscape, there are developments on the horizon that might threaten continued globalization. In this paper, the author discusses these developments and their implications around three interrelated, yet distinct, components of globalization: global integration of world economies, GCC and global brands.

Originality/value

The paper identifies unique research opportunities to study GCC in an emerging business context in which continued global integration is not guaranteed, and where globalization headwinds could reduce the contribution of perceived brand globalness to brand value.

Details

International Marketing Review, vol. 36 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 26 February 2019

Jan-Benedict Steenkamp

The purpose of this paper is to present a response to papers written by Professors Samiee, Belk and Özsomer as commentary pieces on my original paper, “The uncertain…

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1353

Abstract

Purpose

The purpose of this paper is to present a response to papers written by Professors Samiee, Belk and Özsomer as commentary pieces on my original paper, “The uncertain future of globalization: implications for global consumer culture and global brands.”

Design/methodology/approach

The paper is in the form of an essay.

Findings

The commentaries highlight many areas of agreement with the overall thrust of the original paper, and also pinpoint novel and important additional avenues for reflection and research.

Originality/value

The paper builds on the commentaries, identifying additional ways forward for the field.

Details

International Marketing Review, vol. 36 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

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Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

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Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1305-9

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Downloads
519

Abstract

Details

International Journal of Retail & Distribution Management, vol. 37 no. 11
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 4 February 2014

Jan-Benedict Steenkamp

The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global…

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17694

Abstract

Purpose

The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value-creating activities: first, valued brands; second, value sources; third, value delivery; and fourth, valued outcomes.

Design/methodology/approach

The approach is conceptual with illustrative examples.

Findings

The sources of global brand value and the processes through which global brands contribute to firm value differ systematically across types of global brands. This paper highlights interrelations and how different activities built upon and reinforce each other.

Research limitations/implications

The 4V model ties together broad strands of research conducted to date and offers insights into ways the paper might better understand and study global brands. It should inspire empirical research on the associations between the 4Vs.

Practical implications

International marketing managers should be able to develop and evaluate global brand strategies more effectively using the 4V model described in this paper. Linking their strategies to valued outcomes puts marketers more firmly at the level in the organization they deserve, namely, the C-Suite.

Originality/value

The framework offered in this paper is unique in that it blends insights obtained from multiple sources, namely, academic research, articles that appeared in the business press, case studies, and interactions with managers and policy makers around the world.

Details

International Marketing Review, vol. 31 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 1 February 2001

Jan‐Benedict E. M. Steenkamp

Reviews and discusses the role of national culture in international marketing research. Special emphasis is given to national cultural frameworks. The two main national…

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44828

Abstract

Reviews and discusses the role of national culture in international marketing research. Special emphasis is given to national cultural frameworks. The two main national cultural frameworks – the Hofstede and the Schwartz – are discussed. Their interrelations are examined and four comprehensive national‐cultural dimensions are derived – autonomy versus collectivism, egalitarianism versus hierarchy, mastery versus nurturance, and uncertainty avoidance. The usefulness of national culture as an analytical basis in international marketing research is discussed and the construct of national culture is placed in the context of layers of culture, ranging from global cultures to micro cultures. Acculturation processes to other national cultures and antecedents of national culture are examined. The paper ends with concluding remarks and suggestions for future research.

Details

International Marketing Review, vol. 18 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

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Book part
Publication date: 1 February 2007

Dwight R. Merunka and Robert A. Peterson

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

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Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

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