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 instance 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 material embodiment of a distinct intellectual or artistic creation found in Sydney Jones Library, University of Liverpool. This resource is a combination of several types including: Instance, Electronic.

Image

http://covers.openlibrary.org/b/isbn/9781137331953-M.jpg?default=false

Label

Globalization, culture and branding : how to leverage cultural equity for building iconic brands in the era of globalization, Carlos J. Torelli, (electronic book ;)

Title remainder

how to leverage cultural equity for building iconic brands in the era of globalization

Medium

electronic book ;

Statement of responsibility

Carlos J. Torelli

Instantiates

• Globalization, culture and branding : how to leverage cultural equity for building iconic brands in the era of globalization

Publication

• Basingstoke, Palgrave Macmillan, 2013

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

9781137331953

Other physical details

33 b&w, line drawings, 3.

Record ID

b3091969

Specific material designation

unspecified

Type of computer file

PDF.