Topics Covered
- Few global brands are universally successful; there are no global consumers in the global village
- Brand are association networks on the consumers’ mind and consumers are not the same worldwide
- Cultural differences influence consumers’ relationships with brands
- Understanding cultural difference and categorize cultures with the help of models of national culture
- Understand the consequences of culture for brand positions, brand personality and brand equity
- How values of national culture influence design and acceptance of brand packaging
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Bite-size Case Studies:
Talk Citation
de Mooij, M. (2014, December 11). Culture and Branding [Video file]. In
The Business & Management Collection, Henry Stewart Talks. Retrieved December 10, 2019, from
https://hstalks.com/bm/2961/.
Publication History
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Published on December 11, 2014
