Welcome to Brand Origin Management

Brand Origin Management is a new approach in strategic brand management, focusing on how consumers perceive the relevance of their brands´ origins.

With a new pace in globalization reached at the beginning of the 21st century, more and more brands are expanding into the global markets and finally turning into multinational or global brands themselves. In this process, some of them try to keep track of their origin, others completely loose their national identity. The one way or the other, finally reaching a global status, a brand can easily dominate its product category, building on high consumers´ brand awareness on the one hand, and low production costs using economies of scale on the other hand.

One man´s meat is another man´s poison. Brands with proud heritage, focused on regional markets, are under strong pressure defending their market shares against the global competition. However, these regional brands have another trump card to play: their origin. Following a brand origin management approach can help local brands not only to survive but to beat the global competition.