How to communicate your brand on the web: Standardise or localise?

Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/1708

Full metadata record

DC Field	Value	Language
dc.contributor.author	Fan, Y	-
dc.coverage.spatial	7	en
dc.date.accessioned	2008-02-27T09:42:04Z	-
dc.date.available	2008-02-27T09:42:04Z	-
dc.date.issued	2004	-
dc.identifier.citation	Brand Strategy pp 52-53, Feb 2004	en
dc.identifier.issn	0951-3639	-
dc.identifier.uri	http://bura.brunel.ac.uk/handle/2438/1708	-
dc.description.abstract	Do companies adopt standardised strategy in the web communication or do they localise in the different markets and cultures? This remains a global-local dilemma. This paper reports a study of 16 global brands. In total 711 websites were found and 135 were examined. Given the differences in culture, language and market conditions, the question is not about whether to adapt, but what and how to localise the communication while still maintaining brand consistency and benefiting from the global brand equity. Effective web communications in the foreign market requires the company to take cultural issues seriously and specially design the website to appeal to the local audience.	en
dc.format.extent	78336 bytes	-
dc.format.mimetype	application/msword	-
dc.language.iso	en	-
dc.publisher	Centaur Media	en
dc.subject	Global brands	en
dc.subject	Marketing communications	-
dc.subject	Standardisation versus adaptation	-
dc.subject	Cultural differences	-
dc.subject	Localisation	-
dc.title	How to communicate your brand on the web: Standardise or localise?	en
dc.type	Research Paper	en
Appears in Collections:	Marketing Brunel Business School Research Papers

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