TITLE

Cultural connections

AUTHOR(S)
Ludlow, Chris
PUB. DATE
September 2002
SOURCE
Brand Strategy;Sep2002, Issue 163, p29
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Compares the branding strategies of German and British companies. Background on the use of national stereotypes in marketing; Concept of German-ness in marketing campaigns by Germany-based companies; Focus on the creativity of British marketers; Efforts to combine German thoroughness and conservatism with British creativity.
ACCESSION #
7452440

 

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