The post-global brand
Tags: BRAND name products; BUSINESS names; COMMERCIAL products; INTERNATIONAL business enterprises; INTERNATIONAL markets; GLOBALIZATION
Related Articles
- 21st-Century perspectives on global brands. Dinnie, Keith // Journal of Brand Management;Jun2005, Vol. 12 Issue 5, p316
Editorial. Focuses on perspectives on global brands. Rise in the scope and complexity of international brand management due to globalization; Strategies in global branding.
- The esteem of global brands. Johansson, Johny K.; Ronkainen, Ilkka A. // Journal of Brand Management;Jun2005, Vol. 12 Issue 5, p339
Global brands are supposed to benefit from the scale and scope that having a prese-nce in multiple markets brings. It has been suggested that the degree to which a brand is global affects positively the regard in which the brand is held. The study tests the proposed linkages between globality...
- The 'HUGO BOSS' connection: Achieving global brand consistency across countries. Matthiesen, Insa // Journal of Brand Management;Jun2005, Vol. 12 Issue 5, p325
In the quest for globalisation, luxury brands are affected by brand image inconsistencies across countries. With greater regularity of consumer travel and increasing international media, consumers expect brands to deliver the same values on a worldwide basis.I In other words, consumers are not...
- E-branding strategies of internet companies: Some preliminary insights from the UK. Ibeh, Kevin I. N.; Ying Luo; Dinnie, Keith // Journal of Brand Management;Jun2005, Vol. 12 Issue 5, p355
This study explores the e-brand building and communication strategies of a small sample of UK-based internet companies, including a few with significant international brand profiles. It contributes by providing rare empirical insights into the e-branding phenomenon, which complement the extant,...
- Corporate visual identity: The re-branding of France T�l�com. Melewar, T. C.; Hussey, Gareth; Srivoravilai, Nopporn // Journal of Brand Management;Jun2005, Vol. 12 Issue 5, p379
Global companies are increasingly emphasising their corporate and brand identities in trying to project a favourable image and reputation. Ongoing trends such as globalisation, mergers and acquisitions, deregulation and privatisation have accelerated the need to coordinate and harmonise...
- The new imperatives for global branding: Strategy, creativity and leadership. Van Gelder, Sicco // Journal of Brand Management;Jun2005, Vol. 12 Issue 5, p395
This paper argues that the combination of strategy, creativity and leadership is going to be the key to the success of global brands in the coming decade. It also states that one needs to understand how these three disciplines interact, and specifically how this interaction may differ across the...
- China's Next Great Thing. Hout, Thomas; Hemerling, Jim // Fast Company;Mar2004, Issue 80, p31
The article discusses the need for Chinese global companies and brands to emerge into the global market. Its older, state-run companies do not have much to sell overseas and its best young companies do not yet have the capital and savvy to operate brands. It is difficult, too, to build a brand...
- Branding for survival in Asia. Temporal, Paul // Journal of Brand Management;Jun2005, Vol. 12 Issue 5, p374
Western brands have dominated the 'brandscape' over the last few decades. Global brands from Asia are few and far between. Even those we know well, such as Sony, are not doing too well. The challenge for CEOs of Asian companies is to adopt a mindset that places brand as the foremost weapon in...
- A Resource-Based Perspective on Global Branding: An Analysis of Trademark Registration Data. Cervi�lo, Julio; Cubillo, Jos� Mar�a // International Journal of Management;Dec2004, Vol. 21 Issue 4, p451
This paper considers the issue of international brand strategy from a resource-based perspective. The topic of standardized branding has been widely debated in marketing literature. Since evidence of global or Pan-European branding is mixed, and the topic has become increasingly polarized in the...
