Jyväskylä Studies in Communication 13

2001

Li, Zhenyi Cultural impact on international branding. A case of marketing Finnish mobile phones in China. Diss.

Journal of International Marketing, 2008

International marketing's commitment to a technical and universalizing approach to solving managerial problems has meant that researchers have adopted an ethnocentric approach to branding. This is becoming problematic as the global marketplace develops. The authors argue that to meet the theoretical and methodological challenges of global branding, international marketing scholars will need to revise some key premises and foundations. Branding research in the future will need to be contextually and historically grounded, polycentric in orientation, and acutely attuned to the symbolic significance of brands of all types. The authors offer some conceptual foundations for a culturally relative, contextually sensitive approach to international branding in which the construct of brand mythology is central.

Journal of International Marketing

International marketing’s commitment to a technical and universalizing approach to solving managerial problems has meant that researchers have adopted an ethnocentric approach to branding. This is becoming problematic as the global marketplace develops. The authors argue that to meet the theoretical and methodological challenges of global branding, international marketing scholars will need to revise some key premises and foundations. Branding research in the future will need to be contextually and historically grounded, polycentric in orientation, and acutely attuned to the symbolic significance of brands of all types. The authors offer some conceptual foundations for a culturally relative, contextually sensitive approach to international branding in which the construct of brand mythology is central.

Journal of Euromarketing, 2014

The main contention of this paper is that branding and market communication in international markets need to be considered from more than the "traditional" culture-and-scale economies trade off perspective. This study presents a typology of four different branding categories based on the firm's international marketing capabilities and the globality of the industry: local brander, multidomestic brander, export brander, and global brander. Four case studies from Norway, representing each of the above categories of firms, are defined in what concerns the decision-making process involving the headquarters, the subsidiary or the local distributor, and the advertising agency; the information behaviour and the end result shows the degree of standardization of different elements of the branding and the market communication strategy.

World Financial Review, 2013

Moving away from the trend to study the managerial aspects of Western brand building in Chinese contexts, we examine how Chinese branding efforts express significant aspects of their own brand culture. In our research, we use a Chinese perspective to examine the capacity of Chinese brand culture to serve as a complement to existing models of brand globalization. We investigate conceptual and strategic relationships between brands and culture, and reflect the concerns of Chinese companies interested in developing global brands. In so doing, we explore the possibilities and processes of constructing global Chinese brands, which include calling attention to the growing significance of the Chinese diaspora.

Purpose -This paper's objectives are first to analyse the patterns of research on international brands and branding so far, secondly to provide a definition for international branding based on these previous studies in the field, and finally to suggest fruitful paths for future research in this area. Design/methodology/approach -Content analysis of academic papers published in major marketing, advertising and international business journals. Findings -The field of international branding is broad and has developed in the course of the last 30 years in different directions and with different understandings of what the term refers to. This paper gives an overview of these directions, of the different understandings of the term found in the literature, proposes a definition of international branding, and finally suggests paths for future research. Research limitations/implications -As with all literature reviews, this paper is limited to analysing works in a selection of the top academic journals in the field. However, a careful choice of the most important journals has been made, providing a good reflection of the knowledge in the area. Originality/value -This appears to be the first literature review in the field of international branding and also the first to discuss the different interpretations of the term international branding that have developed over time. The authors also believe it is the first to offer a definition of the term in itself as well as in relation to international marketing.

Student ID number 1124460 I understand that the School does not tolerate plagiarism. Plagiarism is the knowing or reckless presentation of another person's thoughts, writings, inventions, as one's own. It includes the incorporation of another person's work from published or unpublished sources, without indicating that the material is derived from those sources. It includes the use of material obtained from the internet. (Senate Regulations 6.46) I confirm that I adhere to the School's Policy on plagiarism. M.Sc Applied Corporate Brand Management 1124460 -Cultural Effect towards Brand Extension as a Global Marketing Strategy Brunel Business School M.Sc in Applied Corporate Brand Management Academic Year 2011-2012 Cultural Effect towards Brand Extension as a Global Marketing Strategy Student ID: 1124460 A Dissertation submitted in partial fulfilment of the requirement for the degree of Master of Science Brunel University Brunel Business School Uxbridge, Middlesex UB8 3PH United Kingdom Tel: +44 (0) 1895 267007 Fax: +44 (0) 1895 269865 1124460 -Cultural Effect towards Brand Extension as a Global Marketing Strategy

The Journal of Marketing Theory and Practice, 1997

With three experiments, the authors examine the notion that foreign branding-the strategy of pronouncing or spelling a brand name in a foreign language-triggers cultural stereotypes and influences product perceptions and attitudes. Choosing French brands as one specific case, Experiment 1 shows that the French pronunciation of a brand name affects the perceived hedonism of the products, attitudes toward the brand, and attitudes toward the brand name. Experiment 2 shows that congruent country-of-origin information, added to French branding, does not result in more hedonic perceptions; incongruence, however, diminishes the effect. In Experiment 3, an actual product taste test is performed. Despite the presence of direct sensory experience, consumer perceptions of a product change as a result of French branding.

Cuadernos de Gestión, 2016

Country Branding-a relatively new type of marketing and public diplomacy-is a developing field and a tool that governments use to promote their goods and services and to enhance awareness about their country, promote tourism, increase trade and attract foreign direct investment (FDI) and talent. A Country Brand is more than a sum of its products. The purpose of this literature review is to investigate the key components of international and intercultural transactions and to focus on how these influence the Nation Brand. In the global marketplace, where products and services from different countries are competing for market share, it is important to understand how a product's place of origin contributes its overall image, and how consumers relate to the foreign product. By identifying the consumer it is possible to gain an understanding of the cultural influences that determine the consumers' relation to the product, service, or Nation Brand. Likewise, this paper relates previous studies in the fields of country-of-origin (COO) and consumer studies as influential factors the evolution of Country Branding. By gaining a clear idea of the relationship between these three fields-COO, consumer and Country Branding-, scholars and professionals can assess the influence that a product's country-of-origin has on its audience, and create country brands that effectively define the product and reach target consumers.

By exploring the relationship between cultural studies and branding practices this paper seeks to present ethnographic research participation in construction and disclosure of brands. Recent works seem to agree that, in order to successfully develop their own pattern and their own cultural significance, companies must invest in research that seek in culture the answers for their branding tasks and innovation opportunities. This paper is an attempt to examine work undertaken the past years on the relationship between brand building and brand management with the culture research, provide a view of the complexities of the consumption processes and describe how culture influences in consumer behaviour. It presents the currently discussions about tools and methods for conducting the cultural research and, finally, intends to identify how ethnographic research can be inserted in branding processes as a tool to provide the necessary information in order to help building strong brands.