Globalization, culture, and branding : how to leverage cultural equity for building iconic brands in the era of globalization

Globalization, culture, and branding : how to leverage cultural equity for building iconic brands in the era of globalization /

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Bibliographic Details
Main Author: Torelli, Carlos J. (Author)
Format: Electronic eBook
Language:English
Published: New York City, NY : Palgrave Macmillan, 2013.
Subjects:
Branding (Marketing) > Cross-cultural studies.
Brand name products > Cross-cultural studies.
Consumers > Cross-cultural studies.
Consumer behavior > Cross-cultural studies.
Business strategy.
International business.
Business communication & presentation.
Brand name products.
Branding (Marketing)
Consumer behavior.
Consumers.
Business and Management.
Cross-cultural studies.
Online Access:Connect to this title online (unlimited simultaneous users allowed; 325 uses per year)
Table of Contents:
  • PART I: UNDERSTANDING BRANDS AND THEIR CULTURAL MEANINGS
  • 1. Brands and Models of Brand Equity
  • 2. Cultural Equity
  • PART II: GAINING INSIGHTS INTO HOW CROSS-CULTURAL CONSUMERS VIEW ICONIC BRANDS
  • 3. Consumers from Different Cultures
  • 4. Consumers' Reactions to the Cultural Meanings in Brands
  • 5. Brands and the Fulfillment of Cultural Identity Needs
  • PART III: BUILDING, LEVERAGING AND PROTECTING BRAND EQUITY
  • 6. Putting it all Together: Why and How to Build an Iconic Brand
  • 7. Leveraging and Protecting Cultural Equity.

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