Using Country-of-Origin (COO) as an Internationalization Branding Strategy: L’Occitane au Brésil’s Story

This case study presents a specific internationalization strategy, from a French brand claiming its country of origin internationally, to Brazil, a country with extreme cultural diversity, where the barriers to internationalization are large and complex and the brand chose to enter the market with a sub-brand. Reader in this case study will reflect on how this move might be damaging to the L’Occitane en Provence original brand. They will also examine how L’Occitane can navigate its internationalization options strategically to strengthen its position and replicate its success in Brazil in other markets.