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Globalization, culture and branding ...

Torelli, Carlos J.,

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Globalization, culture and branding : = how to leverage cultural equity for building iconic brands in the era of globalization /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Globalization, culture and branding :/ Carlos J. Torelli.
Reminder of title:	how to leverage cultural equity for building iconic brands in the era of globalization /
Author:	Torelli, Carlos J.,
Description:	1 online resource.
[NT 15003449]:	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.
Subject:	Brand name products -
Online resource:	http://link.springer.com/10.1057/9781137331953
ISBN:	113733195X (electronic bk.)

Globalization, culture and branding : = how to leverage cultural equity for building iconic brands in the era of globalization /
Torelli, Carlos J.,

Globalization, culture and branding :how to leverage cultural equity for building iconic brands in the era of globalization /Carlos J. Torelli. - 1 online resource.

Includes bibliographical references and index.

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.

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.

ISBN: 113733195X (electronic bk.)

Source: 664827Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

659651
Brand name products
Index Terms--Genre/Form:

542853
Electronic books.

LC Class. No.: HF5415.1255 / .T67 2013

Dewey Class. No.: 658.8/27

Globalization, culture and branding : = how to leverage cultural equity for building iconic brands in the era of globalization /
LDR:03106cmm a2200397Ki 4500 001 1950235
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020 $a 9781137331953 (electronic bk.)
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037 $a 664827 $b Palgrave Macmillan $n http://www.palgraveconnect.com
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072 7 $a BUS $x 042000 $2 bisacsh
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100 1 $a Torelli, Carlos J., $e author. $3 3648475
245 1 0 $a Globalization, culture and branding : $b how to leverage cultural equity for building iconic brands in the era of globalization / $c Carlos J. Torelli.
264 1 $a New York City, NY : $b Palgrave Macmillan, $c [2013]
300 $a 1 online resource.
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
504 $a Includes bibliographical references and index.
505 0 $a 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.
520 $a 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.
588 $a Description based on print version record.
650 0 $a Brand name products $3 659651
650 0 $a Branding (Marketing) $3 625366
650 0 $a Consumer behavior $v Cross-cultural studies. $3 601327
650 0 $a Consumers $v Periodicals. $3 516111
650 7 $a Brand name products. $3 581855
650 7 $a BUSINESS & ECONOMICS / Industrial Management $2 bisacsh $3 1599405
650 7 $a BUSINESS & ECONOMICS / Management Science $2 bisacsh $3 1598988
650 7 $a BUSINESS & ECONOMICS / Management $2 bisacsh $3 1599125
650 7 $a BUSINESS & ECONOMICS / Organizational Behavior $2 bisacsh $3 1599406
650 7 $a Consumer behavior. $3 535816
650 7 $a Consumers. $3 562196
655 4 $a Electronic books. $2 lcsh $3 542853
655 7 $a Cross-cultural studies. $2 fast $3 2020199
776 0 8 $i Print version: $a Torelli, Carlos J. $t Globalization, culture and branding $z 9781137333315 $w (DLC) 2013025820 $w (OCoLC)852763588
856 4 0 $3 Palgrave Connect $u http://link.springer.com/10.1057/9781137331953