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Local And Global Branding

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... worldwide appeal and to that extent, it is possible to position Disney as a global brand, with a touch of local appeal portfolio of high-quality brands (Unilever, 2001). These brands are those local and global and many of them incorporate would. Marketing local brands is important as well but marketing these global brands can be much more significant being a local brand is to be able to match up to the requirements of the local market. The method for this is to match the truly elite global brands; it is the largest and most prestigious sporting event in the world; and a "global" event ...



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Sources list for LOCAL AND GLOBAL BRANDING:

Brown, S., R. Kozinets, and J. Sherry. (July 2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, Vol. 67.
Consumer Behavior Study in International Banking

Temporal, Paul. (not dated). The Power of Brands: How to enhance your brand in Asia. In Orient Pacific. Available: http://www.orientpacific.com/brands.htm
Brand Names Versus Generics

Tragos, William H. International Branding. In Brands: The new wealth creators. London: Macmillian Press Ltd.
Brand Names Versus Generics

Temporal, Paul. Lee, K.C. (2001). Hi-Tech Hi-Touch Branding : Creating Brand Power in the Age of Technology. John Wiley & Sons.
Tesco

Park, J. W. & Kim, K. (2001). "Role of Consumer Relationships with a Brand in Brand Extensions: Some Exploratory Findings", Advances in Consumer Research, Vol. 28, pp. 179-185.
Marketing and Branding

 

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