How much does your origin really matter to how customers perceive products, services and brands?

Magne Supphellen is a professor at the Norwegian School of Economics and one of Norway's leading experts in branding, marketing and consumer behavior. Through research, consulting and collaboration with Norwegian businesses, he has worked for several years on how national associations influence trust, preferences and purchasing behavior — both in Norway and internationally.

Among other things, he has been central to the knowledge base behind the "Made in Norway" initiative in collaboration with Innovation Norway, where research shows that clear and credible national associations can contribute to increased attention, stronger differentiation and significantly higher commercial value.

In this post, Magne shares insights from research and concrete examples of how Norwegian businesses can use origin, identity and branding strategically to strengthen their position in the market. Why is Norway associated with trust, quality and responsibility? And how can Norwegian companies translate these associations into actual competitiveness?

You will gain insight into, among other things:

• why national associations influence purchasing decisions

• what values ​​international markets associate with Norway

• How Norwegian businesses can build stronger brands

• why credibility and authenticity are becoming increasingly important

• How Norwegian origin can contribute to increased sales and a stronger market position

The post combines research, practical examples and concrete advice for businesses that want to use branding, identity and origin more strategically in an increasingly competitive and globalized world.