Local and Global Management of Branding, Identity and Image
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Sprache:Englisch
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Format
ePUB
Kopierschutz
Nein
Family Sharing
Nein
Text-to-Speech
Ja
Erscheinungsdatum
27.11.2009
Verlag
GRINSeitenzahl
20 (Printausgabe)
Dateigröße
346 KB
Auflage
1. Auflage
Sprache
Englisch
EAN
9783640481637
Seminar paper from the year 2009 in the subject 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.
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.
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