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 |
| Related URLs: | |
| URI: | http://nectar.northampton.ac.uk/id/eprint/4176 |
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