• View the Talks
• 35 min
  1. Culture and Branding

  • Dr. Marieke de Mooij
• 25 min
  2. Building global brands

  • Ms. Laura Ries
• 47 min
  3. Branding: how it works and why it matters

  • Prof. Robert F. Lauterborn
• 39 min
  4. Valuing Corporate Brands

  • Mr. James R. Gregory
• 48 min
  5. Managing brands in Asia

  • Mr. Martin Roll

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Global Marketing and Advertising
3. Overview
4. Global consumers in a global village?
5. What is a brand
6. Elements brand association network
7. Coca-Cola adapts
8. McDonald’s standard?
9. McDonald’s Milan
10. McDonald’s Japan, India
11. McDonald’s China
12. McDonald’s products
13. McCafé Milan
14. Many high value and trusted brands are local
15. Historic symbolism in Japan
16. Can branding models cross borders?
17. Culture as an onion
18. Use of symbols in packaging
19. Understanding values
20. Values are stable: satisfaction with life
21. Categorizing and labeling cultures
22. Hofstede’s dimensions of national culture
23. Individualism-collectivism - “I” versus “we”
24. Consistency need and its consequences
25. Global brand positions across cultures
26. Culture’s consequences
27. The Dove campaign for real beauty
28. Dirt is good proposition
29. Package design Australia: textual
30. Japan: visual
31. Field dependency: Fruitella China
32. Brand personality
33. Brand personality traits across cultures
34. Consistency and brand extension fit
35. Brand equity
36. Conclusions

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

Links

Series:

• Global Branding Strategies

Categories:

• Global Business Management
• Marketing & Sales

Bite-size Case Studies:

• Localising a universal brand: Coca Cola, Nivea and McDonald's

Talk Citation

Publication History

• Published on December 11, 2014