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http://bura.brunel.ac.uk/handle/2438/1710
Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Fan, Y | - |
dc.coverage.spatial | 5 | en |
dc.date.accessioned | 2008-02-27T09:47:33Z | - |
dc.date.available | 2008-02-27T09:47:33Z | - |
dc.date.issued | 2008 | - |
dc.identifier.citation | International Marketing by Czinkota, M,, Ronkanien, I., Sutton-Brady, C. and Beal T. p186-88 | en |
dc.identifier.issn | 13978-0-17-013007-3 | - |
dc.identifier.uri | http://bura.brunel.ac.uk/handle/2438/1710 | - |
dc.description.abstract | This is a case study of global branding. It exmamines the key factors that affect the meaning of international brands in China. Global brand and local image is a paradox to be addressed. In the previous studies localising an international brand is largely viewed as a passive translation process. This study has shown that renaming can be a value-added process. It provides an opportunity to re-cast the brand in the new market, creating a unique global-local image that enhances the original’s brand equity. | en |
dc.format.extent | 46592 bytes | - |
dc.format.mimetype | application/msword | - |
dc.language.iso | en | - |
dc.publisher | Thomson Australia | en |
dc.subject | Brand name, global brands, translation, brand renaming, global-local paradox, China | en |
dc.title | The art of cross-cultural branding | en |
dc.type | Book Chapter | en |
Appears in Collections: | Marketing Brunel Business School Research Papers |
Files in This Item:
File | Description | Size | Format | |
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The+Art+of+Cross+Cultural+Branding.pdf | 139.23 kB | Adobe PDF | View/Open |
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