Globalization, Culture, and Branding

Globalization, Culture, and Branding

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With globalization, the marketplace is becoming increasingly complex for marketers to navigate, bringing dramatic changes to both the supply (i.e., brands that are offered) and demand (i.e., consumers' values and desires) sides of markets. A proliferation of global brands from developed and emerging economies brings diverse cultures to a consumer population that is also growing culturally diverse. Torelli illustrates how marketers can take advantage of these seismic changes and leverage cultural equity for building iconic brands in the era of globalization. Drawing from novel theoretical insights into social psychology, cultural psychology, and marketing, Globalization, Culture, and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers. Unlike past publications that conducted broad reviews of international or global marketing best-practices, Torelli's book zooms in on the issues involved in growing and protecting brand equity in multi-cultural markets.have the necessary information for, or dona#39;t want to spend the time, assessing the level of actual performance. Let us illustrate with an example. Whenever I present my students with a Toyota Prius and a Ford Fusion Hybrid and ask them which is higher in quality, invariably ... Durability refers to the amount of use one can get from a product before it fails and needs to be replaced.23 Thus, reliability andanbsp;...

Title:Globalization, Culture, and Branding
Author:Carlos J. Torelli
Publisher:Palgrave Macmillan - 2013-11-19


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