This thesis investigates consumer perceptions of a Chinese luxury fashion brand in Sweden. The impact of nation brand image in terms of consumer buying behaviour and perception is examined by performing a case study of Shanghai Tang, comparing it to the American luxury fashion brand Ralph Lauren through the brands’ country of origin and brand history. Then a questionnaire is developed to analyse the luxury consumers’ perception of the Chinese brand Shanghai Tang and calculate the probability of customers purchasing luxury goods by Shanghai Tang. Finally, the future of Chinese luxury in Sweden will be discussed through an in-depth interview.

The proportion that the retailer develops the own brand grows to even greater heights, domestic large retailers develop the own brand one after another and private labels (PBs) invade and occupy the market badly. The retailer develops the own brand challenging the leading brand of the market directly and under the situation with limited shelve space, the relationship between them changes and becomes rival meaning from the original cooperation. How should the retailer obtain an equalization point when make the competitive rivalry for the growth of its own brand from originally act manufacturers' consumer role? For manufacturers, how to protect the negotiation price space with shelve to the retailer, and how to keep making a profit in their consumers¡¦ brand loyalty? This research by interviewing both two sides to explore the future trend of PBs, what strategies will manufacturers take to avoid PBs¡¦ threats , what market size will be the PBs¡¦ limit and which two sides achive their balance point. Through summarizing the papers , developing the research process of this thesis and using the research method of case study to combine theory and experiment.By interviewing the leading brands of consumer goods and food industry and experienced retailer on PBs, after analyzing and comparing, to draw a conclusion to collect above objectives.

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Project starts with the Swedish food to study the Swedish diet cultureand the traditional customs. Based on the theory of the sustainabledevelopment, the project makes a deep discussion about how tointroduce the Swedish culture to China, which aims to expand itsinfluence in China, improve the Swedish popularity in China andpromote the development of Swedish tourism.The project sets Embassy of Sweden in China as a project partnerand ultimately provides the product solutions which can improve theeconomic benefits for Swedish Embassy in China.Project aims to promote Swedish culture to Chinese people. Try topromote Swedish culture by products. As a related industry chain,which help and cooperation can be used in China and achieve thesustainable development of a product in a field.As a designer, when we improve the design, we should make multiangles analysis and assessment of the ecological, economic, culturaland social fields at the same time. Creative thinking can be used tosolve problem, to convey the theory of sustainable development.The design of sustainable development make the idea of sustainabledevelopment be emerged into the process of the product design,make ecological environment and economic development become acausal organic whole, which can make effective utilization of theresources and the energy to reduce the environmental pollution to aminimum.Product innovation design which is based on the product design toadapt to the current social trends is the innovative design field, whichis derived from the Theory Inventive Problem Solving, it is a part ofindustrial design.Define the nation branding, which refers to the overall image that acountry is in the minds of the citizens, it is the sum of the tangibleand intangible value that the people feel of a country.Nation branding is using a powerful, attractive and distinctive way toshow the image of the country. Therefore, in order to enhance thevalue of the nation branding, all countries attach great importance tothe construction of the nation branding.

<p>Research Question: What is it that determines if large companies in the same country and industry use their Country of Origin or not when they want to attract new customers abroad?</p><p>Purpose: Our purpose with this Minor Field Study is to find out if companies within the Brazilian textile industry are using their COO and identify which factors that determine why they use it or not. By analyzing these factors, if and why they are important or not, we can develop a model with the purpose to give companies an idea of how close they are from to being able to use their COO. </p><p>Method: We have worked with a qualitative research method where we interviewed two Brazilian companies, CI Hering and Karsten, which is working within the Brazilian textile industry.</p><p>Theoretical framework: Our theories are mainly concerning the subjects of branding, nation brands, COO and competitive identity. We have also studied the so called Nation Brands Index and its hexagon. We will use theories of nation branding and COO to illustrate their importance to a country’s international companies. </p><p>Empirical framework: This part will show the outcome of our interviews with Hering and Karsten but also present some data on the nation brand of Brazil and activities linked to it.</p><p>Conclusion: We have found that there are six factors that mainly determine if a company will use its COO when trying to attract new customers abroad, and how appropriate this will be. The six factors are: Strong identity/image, brand awareness, knowledge, consistent and strong nation brand, research and willingness. Our final conclusions are that international companies that want to manage their reputation can benefit from relating their identity to some of the aspects in the national identity of their country. Associating to your COO is a way of doing this that aligns your company´s image to the image of your home country.</p>

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Research Question: What is it that determines if large companies in the same country and industry use their Country of Origin or not when they want to attract new customers abroad? Purpose: Our purpose with this Minor Field Study is to find out if companies within the Brazilian textile industry are using their COO and identify which factors that determine why they use it or not. By analyzing these factors, if and why they are important or not, we can develop a model with the purpose to give companies an idea of how close they are from to being able to use their COO. Method: We have worked with a qualitative research method where we interviewed two Brazilian companies, CI Hering and Karsten, which is working within the Brazilian textile industry. Theoretical framework: Our theories are mainly concerning the subjects of branding, nation brands, COO and competitive identity. We have also studied the so called Nation Brands Index and its hexagon. We will use theories of nation branding and COO to illustrate their importance to a country’s international companies. Empirical framework: This part will show the outcome of our interviews with Hering and Karsten but also present some data on the nation brand of Brazil and activities linked to it. Conclusion: We have found that there are six factors that mainly determine if a company will use its COO when trying to attract new customers abroad, and how appropriate this will be. The six factors are: Strong identity/image, brand awareness, knowledge, consistent and strong nation brand, research and willingness. Our final conclusions are that international companies that want to manage their reputation can benefit from relating their identity to some of the aspects in the national identity of their country. Associating to your COO is a way of doing this that aligns your company´s image to the image of your home country.

The thesis focuses on relationships, structures and processes that fundamentally influence the implementation of the nation branding mechanisms to the scope of activities carried out by Czech republic´s institutional actors; on the mutual communication between the state and the European cultural environment; and on the role that the Czech republic´s institutional actors play in the communication with the external environment of the country. The thesis elucidates the extent of involvement of relevant actors in the process of nation branding of the Czech Republic and its position in the international relations on the European territory. It critically interrogates models and approaches towards the nation branding and brings detailed insights into the matter through the perspective of supranational, national and local actors (both formal and informal) that contribute to the creation of a country´s image. It provides an insight into the institutional framework of the nation branding in the Czech Republic and identification of the sources of double-track processes in the distribution of agenda and a level of involvement of public diplomacy actors and other institutions responsible for the presentation of a country. Based on the analysis of the formal and informal level of such relationships and interactions, it brings a plan of formal simplification of the implementation process of the nation branding strategy in the Czech Republic.

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The Chinese outbound tourism is expected to boost within a near future. Recently the market has been very closed due to legislation but as China develops and people are getting richer the demand for travelling abroad increases and the government has to let go of the regulations. In order for the Swedish tourism industry to benefit from the growing market, Sweden has to increase the awareness of the nation as a destination among the Chinese. Through qualitative research we aim investigate how Sweden through nation branding and marketing can increase its share of the Chinese outbound tourism. Except for nation branding a variety of marketing and branding tools are available. Two significant concepts are tourism marketing and destination branding. By utilizing all these different tools or concepts Sweden can raise the awareness of the nation as a possible tourism destination for Chinese outbound tourism. In order to create a comprehensive picture of the market we have also researched the general background of China and the nature of Chinese tourism. VisitSweden and the Swedish Institute are two organizations already working with these concepts and other similar strategies and are herefore a natural part of this study. Scandinavian Perspectives and Miki Travel are two major travel agencies bringing Chinese tourists to Sweden and therefore possess great knowledge of the areas of interest. Therefore representatives from these organisations are involved in the empirical findings. In order to get the whole picture Chinese citizens and Chinese students are interviewed about their perception of Sweden and tourism preferences. The main conclusion of the thesis is that the different actors need to cooperate more and promote certain aspects of Sweden, for example Culture. Even a few obstacles that should be alleviated are identified.