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http://bura.brunel.ac.uk/handle/2438/1710| Title: | The art of cross-cultural branding |
| Authors: | Fan, Y |
| Keywords: | Brand name, global brands, translation, brand renaming, global-local paradox, China |
| Issue Date: | 2008 |
| Publisher: | Thomson Australia |
| Citation: | International Marketing by Czinkota, M,, Ronkanien, I., Sutton-Brady, C. and Beal T. p186-88 |
| Abstract: | This is a case study of global branding. It exmamines 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. |
| URI: | http://bura.brunel.ac.uk/handle/2438/1710 |
| ISSN: | 13978-0-17-013007-3 |
| Appears in Collections: | Marketing Brunel Business School Research Papers |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| The+Art+of+Cross+Cultural+Branding.pdf | 139.23 kB | Adobe PDF | View/Open |
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