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.
- Information
Information
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:
Creators:
Fan, Y.
Editors:
Czinkota, M., Ronkainen, I., Sutton-Brady, C. and Beal, T.
Publisher:
Thomson Learning Australia
Faculties, Divisions and Institutes:
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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