The art of cross-cultural branding

Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/1710

Full metadata record

DC Field	Value	Language
dc.contributor.author	Fan, Y	-
dc.coverage.spatial	5	en
dc.date.accessioned	2008-02-27T09:47:33Z	-
dc.date.available	2008-02-27T09:47:33Z	-
dc.date.issued	2008	-
dc.identifier.citation	International Marketing by Czinkota, M,, Ronkanien, I., Sutton-Brady, C. and Beal T. p186-88	en
dc.identifier.issn	13978-0-17-013007-3	-
dc.identifier.uri	http://bura.brunel.ac.uk/handle/2438/1710	-
dc.description.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.	en
dc.format.extent	46592 bytes	-
dc.format.mimetype	application/msword	-
dc.language.iso	en	-
dc.publisher	Thomson Australia	en
dc.subject	Brand name, global brands, translation, brand renaming, global-local paradox, China	en
dc.title	The art of cross-cultural branding	en
dc.type	Book Chapter	en
Appears in Collections:	Marketing Brunel Business School Research Papers

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