Global Branding

An International Introduction
1. Auflage 2023
ISBN: 978-0-415-59964-1
Verlag: Taylor & Francis Ltd

Buch, Englisch, 312 Seiten, Format (B × H): 156 mm x 234 mm

The practice of increasing a products perceived value to the customer - known as brand management - has grown out of all proportion to its original foundations, leading some to use the term "obsessive branding disorder" in recent years. Most introductions to brand management concentrate on how marketing managers can "do" branding in practise, this much needed textbook brings a more scholarly perspective to proceedings.

Ming Lim critically introduces the subject of Global Branding by comparing and contrasting examples from emerging economies as well as the Western world. The textbook is enhanced by taking in perspectives from outside the world of mainstream marketing - with sociological, cultural and political viewpoints addressed comprehensively.

This innovative textbook slam dunks in as the most appropriate reading for any class on global branding. It should also form essential reading for a range of class from international marketing, through brand management, international business and critical marketing.

Autoren/Hrsg.

Lim, Ming (University of Leicester, UK)

Lim, Ming

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1. Why Global Branding? Critical Perspectives 2. The Emergence of Global Branding 3. Historical and Cultural Contexts 4. Theories and Methods 5. Comparative Perspectives on Global Brands 6. Key Paradigms and Concepts 7. Questions of Globalisation 8. Questions on Ethics 9. Current Debates: Whose side are you/we on? 10. Worlds of Branding: Developed or Developing Brands? 11. Emerging Markets 12. The ‘Asian’ Brand: China, India, Japan, Korea 13. African Branding and Postcolonialism 14. Islamic Branding 15. Future Agendas and Research

Über Autor(innen)

Ming Lim is Lecturer in Critical Marketing at the University of Leicester, UK