Local and Global Management of Branding, Identity and Image

Nonfiction, Social & Cultural Studies, Political Science
Cover of the book Local and Global Management of Branding, Identity and Image by Felix Zimmermann, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Felix Zimmermann ISBN: 9783640481637
Publisher: GRIN Publishing Publication: November 27, 2009
Imprint: GRIN Publishing Language: English
Author: Felix Zimmermann
ISBN: 9783640481637
Publisher: GRIN Publishing
Publication: November 27, 2009
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2009 in the subject Politics - International Politics - Topic: European Union, grade: 1,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Nowadays western world consumers face an infinite quantity of products that are in many cases sold in numerous countries all over the world. Modern communication technologies allow multinational companies to perform their marketing strategies on a global level, due to the possibility of executing cross-border transactions more and more efficiently in the short term. However in what way has the consequential development of growing together an effect on marketing relevant socio-cultural differences? The following paragraphs treat first and foremost the significance of intercultural aspects for global and local marketing strategies. Gathering different point of views towards brand characters shows the interest of a non-categorized thinking concerning brand perception. The initial definitions 'global'- 'local' brands are already suggestive of the ambiguous character of brands. Analyzing adaptation and standardizing branding strategies leads finally to the principal result of this work: reasoning that successful global branding always implies the creation of a strong brand personality.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2009 in the subject Politics - International Politics - Topic: European Union, grade: 1,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Nowadays western world consumers face an infinite quantity of products that are in many cases sold in numerous countries all over the world. Modern communication technologies allow multinational companies to perform their marketing strategies on a global level, due to the possibility of executing cross-border transactions more and more efficiently in the short term. However in what way has the consequential development of growing together an effect on marketing relevant socio-cultural differences? The following paragraphs treat first and foremost the significance of intercultural aspects for global and local marketing strategies. Gathering different point of views towards brand characters shows the interest of a non-categorized thinking concerning brand perception. The initial definitions 'global'- 'local' brands are already suggestive of the ambiguous character of brands. Analyzing adaptation and standardizing branding strategies leads finally to the principal result of this work: reasoning that successful global branding always implies the creation of a strong brand personality.

More books from GRIN Publishing

Cover of the book Melville's Captain Ahab as a Literary Antitype by Felix Zimmermann
Cover of the book Religious Symbolism in William Blake's 'Songs of Innocence and of Experience' by Felix Zimmermann
Cover of the book Financing in life sciences biotech companies by Felix Zimmermann
Cover of the book The Role Of Creative Altruism In Global Management by Felix Zimmermann
Cover of the book Pathways for a Transition to a Sustainable Hydrogen Transportation Fuel Infrastructure in California by Felix Zimmermann
Cover of the book The Construction of the Plot in `King Lear´ by Felix Zimmermann
Cover of the book Swearing and Dialect by Felix Zimmermann
Cover of the book The portrayal of African-American religion and the black church in James Baldwin's 'Go Tell It On The Mountain ' by Felix Zimmermann
Cover of the book Demographic Trends in the United States. The Changing Electoral Demographics by Felix Zimmermann
Cover of the book De- and Reconstructing Leadership by Felix Zimmermann
Cover of the book Are capital controls a useful instrument of economic policy? by Felix Zimmermann
Cover of the book Muted voices of powerless poor 'oily' Africans by Felix Zimmermann
Cover of the book The connection of form and content in the literary work of art in Russian Formalism by Felix Zimmermann
Cover of the book Realism featured in fantasy series:The portrayal of death by Felix Zimmermann
Cover of the book Measurement and Definitions of Development by Felix Zimmermann
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy