Does longevity of a existing product segment have anything to do with the positive connection with its COO?
Eckhardt: In the past, I would have said, yes. But it’s not true anymore as there have been rapid changes. Samsung is one of the world’s leading brands. But it’s only recently – less than 10 years – that customers have come to know about it outside of Korea. I think it’s possible for a product category or a brand in particular to rise in prominence globally, much faster than it could in the past. But aren’t brands bigger than the COO? Hahn: When the COO has a favourable association, brands from that country try to associate themselves with the COO. But when it is the reverse, then brands try to not associate with the country, but be on their own. A good example would be Tiger, a beer brand from Singapore. There is no positive association between beer as a category and Singapore. Hence, the brand does not highlight its country association. In this case, the brand is investing all its resources into being seen as just a beer brand. However, if we see things only from the COO angle, then
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