Northampton Electronic Collection of Theses and Research

The art of cross-cultural branding

Fan, Y. (2008) The art of cross-cultural branding. In: Czinkota, M., Ronkainen, I., Sutton-Brady, C. and Beal, T. (eds.) International Marketing. Asia Pacific ed. South Melbourne, Australia: Thomson Learning Australia. pp. 186-188.

Item Type: Book Section
Abstract: This is a case study of global branding. It examines the key factors that affect the meaning of international brands in China. Global brand and local image is a paradox to be addressed. In the previous studies localising an international brand is largely viewed as a passive translation process. This study has shown that renaming can be a value-added process. It provides an opportunity to re-cast the brand in the new market, creating a unique global-local image that enhances the original’s brand equity.
Subjects: H Social Sciences > HF Commerce > HF1416 Export marketing
H Social Sciences > HD Industries. Land use. Labor > HD69.B7 Branding
Creators: Fan, Ying
Editors: Czinkota, M, Ronkainen, I, Sutton-Brady, C and Beal, T
Publisher: Thomson Learning Australia
Faculties, Divisions and Institutes: University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Marketing and Entrepreneurship
Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Date: 2008
Date Type: Publication
Page Range: pp. 186-188
Title of Book: International Marketing
Place of Publication: South Melbourne, Australia
Number of Pages: 618
Language: English
ISBN: 9780170130073
Status: Published / Disseminated
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