Brand origin: theoretical framework and empirical evidence

Abstract

The influence of product's brand origin on product evolution mainly has been studied from a country-of-origin perspective whit little consideration for cross-national regions as a place of origin. Article develops broader perception of the brand origin that is more suitable for the business based on cross-national cooperation and international clusters. The theoretical value of the study lies in the synthesis of fragmented knowledge about branding an international regional. It provides theoretical framework for cross-national region-related branding and presents the results on empirical research based on Baltic Sea region as a brand origin. From the practical standpoint the paper provides understanding about the influence of region's image to product evolution in international market.