• View the Talks
• 29 min
  1. Global advertising in the 21st century

  • Dr. Nükhet Vardar
• 49 min
  2. The global marketing imperative

  • Dr. Michael Czinkota
• 31 min
  3. Risk management

  • Mr. Jim Sherlock
• 41 min
  4. Entry mode strategy in global marketing

  • Prof. Svend Hollensen
• 64 min
  5. Exporting

  • Prof. Stan Paliwoda
• 37 min
  6. Export promotion in least developed countries: an overview of programs, challenges and prospects

  • Dr. Habte G. Selassie
• 38 min
  7. Competing in foreign markets: a global perspective on national challenges

  • Dr. Michael McDermott
• 33 min
  8. Cross-boundary marketing: sensitivity to global convergence or global individualism?

  • Prof. Luiz Moutinho
• 30 min
  9. Cross-cultural management: essential insights for international marketers

  • Prof. Nigel Holden
  • Mr. Martin Glisby
• 46 min
  10. Internationalization and SMEs: a practitioner's perspective

  • Dr. Michael McDermott
• 46 min
  11. The internationalization of family and non family-owned SMEs

  • Dr. Dave Crick
• 53 min
  12. Big markets for small companies

  • Prof. Peter Enderwick
• 48 min
  13. Nation branding

  • Dr. Keith Dinnie
• 91 min
  14. Place branding and product-place image effects

  • Dr. Nicolas Papadopoulos
• 53 min
  15. Recent trends in global advertising practice

  • Dr. Nükhet Vardar
• 31 min
  16. Incoterms 2000

  • Mr. Jim Sherlock
• 36 min
  17. International product policy

  • Dr. Lakhdar Boukersi
• 43 min
  18. International branding

  • Prof. T.C. Melewar
  • Dr. Suraksha Gupta
• 20 min
  19. India as an emerging market

  • Dr. Madhumita Banerjee
• 43 min
  20. Impact of Chinese culture on Chinese consumers

  • Dr. Junsong Chen
• 55 min
  21. Brands across the Mekong: a dual case history

  • Dr. Tim Andrews
• 34 min
  22. International marketing planning: adaptation and standardisation

  • Prof. Demetris Vrontis
• 29 min
  23. Globalization and corporate social responsibility

  • Prof. Andrew McAuley

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Definition of branding (1)
3. Definition of branding (2)
4. What is a brand?
5. Ways of branding
6. Purposes of branding (1)
7. Purposes of branding (2)
8. Purposes of branding (3)
9. Types of brands
10. Aspirational brands
11. Commodity brands
12. Brand architecture (1)
13. Brand architecture (2)
14. Other types of branding
15. International branding - brand orientation
16. International branding - brand positioning
17. International branding - branding strategy
18. Brand experience
19. Pragmatic shift
20. Corporate branding and product branding
21. Product branding (1)
22. Product branding (2)
23. Corporate branding (1)
24. Corporate branding (2)
25. 4 Ps of marketing
26. 6 Cs of marketing
27. Corporate character
28. Corporate communication
29. Corporate constituencies
30. Covenant
31. Conceptualisation
32. Culture
33. Corporate marketing mix by Balmer
34. From marketing products to organizations
35. New parameters
36. From branding to identity
37. International branding - current issues
38. International branding - challenges
39. A road ahead

Topics Covered

• Definition of branding
• Ways of branding
• Purposes of branding
• Types of brands
• Brand architecture
• Brand experience
• Product branding
• Corporate branding
• Pragmatic shift
• Current issues and challenges in international branding

Links

Series:

• Exporting, International and Global Marketing Management

Categories:

• Global Business Management
• Marketing & Sales

Talk Citation

Publication History

• Published on November 30, 2009