Global Branding and Communication

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: Vienna University of Economics and Business

Chapter 10 in Global Marketing Strategy, 2022, pp 253-288 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 digital and traditional communication tools available to companies and discusses the challenges of using them globally.

Keywords: Brand equity; Brand architecture; Brand image; Brand personality; Brand resonance; Brand extension; Endorser brand; Brand alliances; Co-branding; Global vs. local brands; Digital media communication; Pull communication; Push communication; Owned media; Paid media; Earned media; “Glocal” communication strategies (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90665-8_10

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DOI: 10.1007/978-3-030-90665-8_10

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