Global Branding and Communication

Bodo B. Schlegelmilch
Additional contact information
Bodo B. Schlegelmilch: WU Vienna

Chapter 8 in Global Marketing Strategy, 2016, pp 153-176 from Springer

Abstract: Abstract Branding is the lynchpin of any corporate communication. But what makes brands valuable, what is a global brand and why are there still so many local brands? This chapter addresses these and other questions. It first looks at some basic aspects of branding, such as the brand value, brand architecture, brand identity, brand image and brand resonance. Next, it discusses various aspects central to global brands, and highlights some of the challenges faced by companies aiming to globalize their brands. Finally, it examines the key communication tools available to companies and discuss the challenges of using them globally.

Keywords: Brand Equity; Brand Image; Brand Personality; Personal Selling; Parent Brand (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-26279-6_8

Ordering information: This item can be ordered from
http://www.springer.com/9783319262796

DOI: 10.1007/978-3-319-26279-6_8

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().