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Torelli

Globalization, Culture, and Branding

How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization

Medium: Buch
ISBN: 978-1-349-46218-6
Verlag: Palgrave Macmillan US
Erscheinungstermin: 18.12.2015
Lieferfrist: bis zu 10 Tage
Autoren/Hrsg.

Autoren

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