Coverart for item
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 ;)

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
Creator
Subject
Genre
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 ;)
Instantiates
Publication
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 ;)
Publication
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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