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Globalization, Culture, and Branding: How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization

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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.

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Detail Information

Series Title

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Call Number

658.827 TOR g

Publisher

New York : Palgrave Macmillan., 2013

Collation

xi, 181 pages : illustrations ; 22 cm

Language

English

ISBN/ISSN

9781137331953

Classification

658.827

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Branding (Marketing) -- Cross-cultural studies.
Brand name products -- Cross-cultural studies.
Consumers -- Cross-cultural studies.

Specific Detail Info

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Statement of Responsibility

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