In today's modern globalized world, both countries and multinational corporations fight for their share with increasingly integrated and innovative approaches. Multinational corporations are increasingly leaning towards corporate branding, where brand represents the entire company and not just its products or services. Countries are also becoming more and more aware of the importance of brand building, although country branding is still a relatively young phenomenon. The master thesis analyzes the reciprocity of the relationship between country brand and corporate brand and the benefits that mutual relationship brings to both international actors. With the method of interpreting relevant secondary sources key theoretical concepts are analyzed and applied in the case study. In the case study we analyze possible connections between country brand Slovenia and corporate brand Gorenje that represents one of the most successful Slovenian multinational corporations. The research shows that a strong country brand can offer a unique combination of values to its corporate brands to improve their position in the international market. On the other hand, when corporate brands are globally recognized, they add value to the country brands. This mutual relationship strengthens the competitive advantages of both international actors. The purpose of the thesis is to shed light on relevant theoretical concepts and to contribute to a topic which in practice offers both actors plenty of still unexploited advantages.
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