The Resource Globalization, culture and branding : how to leverage cultural equity for building iconic brands in the era of globalization, Carlos J. Torelli, (electronic book ;)
Globalization, culture and branding : how to leverage cultural equity for building iconic brands in the era of globalization, Carlos J. Torelli, (electronic book ;)
Resource Information
The item Globalization, culture and branding : how to leverage cultural equity for building iconic brands in the era of globalization, Carlos J. Torelli, (electronic book ;) represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in Sydney Jones Library, University of Liverpool.This item is available to borrow from 1 library branch.
Resource Information
The item Globalization, culture and branding : how to leverage cultural equity for building iconic brands in the era of globalization, Carlos J. Torelli, (electronic book ;) represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in Sydney Jones Library, University of Liverpool.
This item is available to borrow from 1 library branch.
- Summary
- Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.
- Language
- eng
- Extent
- 208 p.
- Contents
-
- Preface PART I: UNDERSTANDING BRANDS AND THEIR CULTURAL MEANINGS 1. Brands and Models of Brand Equity 2. Cultural Equity PART II: GAINING INSIGHTS INTO HOW CROSS-CULTURAL CONSUMERS VIEW ICONIC BRANDS 3. Consumers from Different Cultures 4. Consumers' Reactions to the Cultural Meanings in Brands 5. Brands and the Fulfillment of Cultural Identity Needs PART III: BUILDING, LEVERAGING AND PROTECTING BRAND EQUITY 6. Putting it all Together: Why and How to Build an Iconic Brand 7. Leveraging and Protecting Cultural Equity
- Isbn
- 9781137333315
- Label
- Globalization, culture and branding : how to leverage cultural equity for building iconic brands in the era of globalization
- Title
- Globalization, culture and branding
- Title remainder
- how to leverage cultural equity for building iconic brands in the era of globalization
- Statement of responsibility
- Carlos J. Torelli
- Language
- eng
- Summary
- Drawing from novel theoretical insights in social psychology, cultural psychology, and marketing, Globalization, Culture and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers.
- Cataloging source
- UK-WkNB
- http://library.link/vocab/creatorName
- Torelli, Carlos J
- Dewey number
- 658.827
- Illustrations
- illustrations
- Index
- no index present
- Literary form
- non fiction
- http://library.link/vocab/subjectName
-
- Branding (Marketing)
- Brand name products
- Consumers
- Consumer behavior
- Summary expansion
- With globalization, the marketplace is becoming increasingly complex for marketers to navigate, bringing dramatic changes to both the supply (i.e., brands that are offered) and demand (i.e., consumers' values and desires) sides of markets. A proliferation of global brands from developed and emerging economies brings diverse cultures to a consumer population that is also growing culturally diverse. Torelli illustrates how marketers can take advantage of these seismic changes and leverage cultural equity for building iconic brands in the era of globalization. Drawing from novel theoretical insights into social psychology, cultural psychology, and marketing, Globalization, Culture, and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers. Unlike past publications that conducted broad reviews of international or global marketing best-practices, Torelli's book zooms in on the issues involved in growing and protecting brand equity in multi-cultural markets
- Label
- Globalization, culture and branding : how to leverage cultural equity for building iconic brands in the era of globalization, Carlos J. Torelli, (electronic book ;)
- Contents
- Preface PART I: UNDERSTANDING BRANDS AND THEIR CULTURAL MEANINGS 1. Brands and Models of Brand Equity 2. Cultural Equity PART II: GAINING INSIGHTS INTO HOW CROSS-CULTURAL CONSUMERS VIEW ICONIC BRANDS 3. Consumers from Different Cultures 4. Consumers' Reactions to the Cultural Meanings in Brands 5. Brands and the Fulfillment of Cultural Identity Needs PART III: BUILDING, LEVERAGING AND PROTECTING BRAND EQUITY 6. Putting it all Together: Why and How to Build an Iconic Brand 7. Leveraging and Protecting Cultural Equity
- Control code
- 9781137331953
- Extent
- 208 p.
- Form of item
- electronic
- Isbn
- 9781137333315
- Other physical details
- 33 b&w, line drawings, 3.
- Specific material designation
- unspecified
- Type of computer file
- PDF.
- Label
- Globalization, culture and branding : how to leverage cultural equity for building iconic brands in the era of globalization, Carlos J. Torelli, (electronic book ;)
- Contents
- Preface PART I: UNDERSTANDING BRANDS AND THEIR CULTURAL MEANINGS 1. Brands and Models of Brand Equity 2. Cultural Equity PART II: GAINING INSIGHTS INTO HOW CROSS-CULTURAL CONSUMERS VIEW ICONIC BRANDS 3. Consumers from Different Cultures 4. Consumers' Reactions to the Cultural Meanings in Brands 5. Brands and the Fulfillment of Cultural Identity Needs PART III: BUILDING, LEVERAGING AND PROTECTING BRAND EQUITY 6. Putting it all Together: Why and How to Build an Iconic Brand 7. Leveraging and Protecting Cultural Equity
- Control code
- 9781137331953
- Extent
- 208 p.
- Form of item
- electronic
- Isbn
- 9781137333315
- Other physical details
- 33 b&w, line drawings, 3.
- Specific material designation
- unspecified
- Type of computer file
- PDF.
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.liverpool.ac.uk/portal/Globalization-culture-and-branding--how-to/2pCKhnOAP0M/" typeof="Book http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.liverpool.ac.uk/portal/Globalization-culture-and-branding--how-to/2pCKhnOAP0M/">Globalization, culture and branding : how to leverage cultural equity for building iconic brands in the era of globalization, Carlos J. Torelli, (electronic book ;)</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.liverpool.ac.uk/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.liverpool.ac.uk/">Sydney Jones Library, University of Liverpool</a></span></span></span></span></div>
