Global Branding And Country Of Origin

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Global Branding and Country of Origin

Gaetano Aiello,Raffaele Donvito
Global Branding and Country of Origin Book PDF

Author : Gaetano Aiello,Raffaele Donvito
Publisher : Routledge
Page : 204 pages
File Size : 48,7 Mb
Release : 2016-04-14
Category : Business & Economics
ISBN : 9781317625179

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Global Branding and Country of Origin by Gaetano Aiello,Raffaele Donvito Pdf

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field. This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective. This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

International Marketing and the Country of Origin Effect

G. Bertoli
International Marketing and the Country of Origin Effect Book PDF

Author : G. Bertoli
Publisher : Edward Elgar Publishing
Page : 225 pages
File Size : 45,8 Mb
Release : 2013-01-01
Category : Business & Economics
ISBN : 9781781955611

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International Marketing and the Country of Origin Effect by G. Bertoli Pdf

'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.

International Marketing Strategy

Giovanna Pegan,Donata Vianelli,Patrizia de Luca
International Marketing Strategy Book PDF

Author : Giovanna Pegan,Donata Vianelli,Patrizia de Luca
Publisher : Springer Nature
Page : 195 pages
File Size : 40,9 Mb
Release : 2019-11-26
Category : Business & Economics
ISBN : 9783030335885

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International Marketing Strategy by Giovanna Pegan,Donata Vianelli,Patrizia de Luca Pdf

Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers’ assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.

Global Branding and Country of Origin

Gaetano Aiello,Raffaele Donvito
Global Branding and Country of Origin Book PDF

Author : Gaetano Aiello,Raffaele Donvito
Publisher : Routledge
Page : 133 pages
File Size : 41,5 Mb
Release : 2016-04-14
Category : Business & Economics
ISBN : 9781317625186

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Global Branding and Country of Origin by Gaetano Aiello,Raffaele Donvito Pdf

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field. This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective. This book was originally published as a special issue of Journal of Global Scholars Marketing Science.

Brand New Justice

Simon Anholt
Brand New Justice Book PDF

Author : Simon Anholt
Publisher : Routledge
Page : 185 pages
File Size : 54,7 Mb
Release : 2006-08-11
Category : Business & Economics
ISBN : 9781136426070

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Brand New Justice by Simon Anholt Pdf

Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged. Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process. Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance. Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.

Global Brand Strategy

Jan-Benedict Steenkamp
Global Brand Strategy Book PDF

Author : Jan-Benedict Steenkamp
Publisher : Springer
Page : 319 pages
File Size : 52,6 Mb
Release : 2017-01-03
Category : Business & Economics
ISBN : 9781349949946

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Global Brand Strategy by Jan-Benedict Steenkamp Pdf

Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.

Global Marketing Strategy

Susan P. Douglas,C. Samuel Craig
Global Marketing Strategy Book PDF

Author : Susan P. Douglas,C. Samuel Craig
Publisher : Unknown
Page : 554 pages
File Size : 52,8 Mb
Release : 1995
Category : Export marketing
ISBN : 0071132775

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Global Marketing Strategy by Susan P. Douglas,C. Samuel Craig Pdf

Intended for those taking an advanced course in international marketing, this book deals with issues facing today's global marketing managers. It aims to provide readers with the competitive orientation and strategies necessary for initial market entry, market expansion and global rationalization. The text is supported by numerous real-company examples, as well as six in-depth cases that consider business activities in North America, Europe and Asia.

Global Brand Strategy

Sicco Van Gelder
Global Brand Strategy Book PDF

Author : Sicco Van Gelder
Publisher : Kogan Page Publishers
Page : 276 pages
File Size : 47,7 Mb
Release : 2005
Category : Business & Economics
ISBN : 074944469X

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Global Brand Strategy by Sicco Van Gelder Pdf

"A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and author of Brand New Justice "His analyses are accurate and enlightening, explained in a clear concise fashion without being unduly simplified for advanced marketers." Jack Yan, CEO, Jack Yan and Associates "A wonderful piece of work, extremely comprehensive and should provide an invaluable guide for brand management and development." K.N. Tang Emeritus Chairman ACNielsen Asia-Pacific "His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities." The Journal of Brand Management The purpose of this book is to clarify for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. Each brand has its own particular assets and vulnerabilities when it comes to extending across geographic and cultural borders. Brand managers can find themselves faced with a multitude of complex issues, not least the language barrier. Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal how to extend the brand and realise its true value. Contents include: *The brand environment *The brand expression *The brand domain * The brand reputation *The brand affinity *The brand recognition *Local brand management *Harmonising a global brand *Extending a global brand *Creating a new global brand. Containing a wealth of analytical models, real-life examples and global case studies, Global Brand Strategy will provide fresh insights for managers and students alike into how to ensure the success of extending a brand globally.

Brand Breakout

Nirmalya Kumar,Jan-Benedict E.M Steenkamp
Brand Breakout Book PDF

Author : Nirmalya Kumar,Jan-Benedict E.M Steenkamp
Publisher : Springer
Page : 213 pages
File Size : 51,5 Mb
Release : 2013-06-13
Category : Business & Economics
ISBN : 9781137276629

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Brand Breakout by Nirmalya Kumar,Jan-Benedict E.M Steenkamp Pdf

Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in international markets and the challenges they face when competing with western brands.

Country of Origin Effect

Isaac Cheah,Ian Phau,Gaetano Aiello
Country of Origin Effect Book PDF

Author : Isaac Cheah,Ian Phau,Gaetano Aiello
Publisher : Routledge
Page : 132 pages
File Size : 52,7 Mb
Release : 2020-06-29
Category : Business & Economics
ISBN : 9780429535659

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Country of Origin Effect by Isaac Cheah,Ian Phau,Gaetano Aiello Pdf

This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business trends, and how marketers can overcome or take advantage of COO in their strategies. The contributors explore a variety of strategies for utilising Country of Origin, including how country image can influence market entry positioning strategies, and how brand heritage can be utilised as a communication tool. There is also a study of what percentage of online products require COO identification, and whether this percentage correlates to customer satisfaction. Several contributors look at consumers’ preference for food in relation to COO and authenticity, and further chapters explore the impact of consumer identification with a nation on how they evaluate brands. As Country of Origin is increasingly evaluated by consumers and used by marketers to safeguard locally-owned products, this book will be of interest to those studying the relationship between country-authentic brands and their promotion in the global marketplace. This book was originally published as a special issue of the Journal of Promotion Management.

Product-Country Images

Nicolas Papadopoulos,Louise A Heslop
Product Country Images Book PDF

Author : Nicolas Papadopoulos,Louise A Heslop
Publisher : Routledge
Page : 504 pages
File Size : 53,8 Mb
Release : 2014-05-01
Category : Business & Economics
ISBN : 9781317953197

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Product-Country Images by Nicolas Papadopoulos,Louise A Heslop Pdf

This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.

Branding Across Borders

James R. Gregory,Jack G. Wiechmann
Branding Across Borders Book PDF

Author : James R. Gregory,Jack G. Wiechmann
Publisher : McGraw Hill Professional
Page : 264 pages
File Size : 45,9 Mb
Release : 2002
Category : Business & Economics
ISBN : 0658009451

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Branding Across Borders by James R. Gregory,Jack G. Wiechmann Pdf

This title addresses how companies can effectively extend and manage their brand and their brand's value - the brand being the name, term, symbol, design or combination therof that identifies a good or service and differentiates it in the marketplace - within the global marketplace. A key issue in global branding is overcoming cultural and language differences in the establishment and execution of a branding message in different world markets. This challenge permeates all aspects of branding globally and impacts selecting which products/services to offer in particular markets, the methods of communicating about the brand, finding employees/contractors to handle the brand's management in different markets, and measuring the effectiveness of the branding efforts.

National Brands and Global Markets

Nikolas Glover,David M. Higgins
National Brands and Global Markets Book PDF

Author : Nikolas Glover,David M. Higgins
Publisher : Taylor & Francis
Page : 259 pages
File Size : 40,8 Mb
Release : 2023-02-02
Category : Business & Economics
ISBN : 9781000850376

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National Brands and Global Markets by Nikolas Glover,David M. Higgins Pdf

Between Brexit, efforts to ‘Make America great again’, and ongoing appeals for patriotic consumption to boost economies, the intersection between national identity, marketing campaigns, and consumer choices has been brought to the fore. This book maps out this terrain and provides a framework for how research on ‘Made in’ campaigns and programmes in individual countries can be placed into a broader historical context. The book argues that the history of ‘Made in’ can be used to shed light on society at large: the actors that have promoted it, the institutions that have regulated it, and the cultural environments that have attributed it meaning. At times ‘Made in’ has been a basic, descriptive trade mark, while, in other periods, it has been a key component of carefully developed commercial brands, and in yet other instances it has been used in attempts to forge and redefine national identities. The book opens with an introduction to the three key factors which have featured prominently in ‘Made in’ campaigns – commercial logic, national economic policy, and its use as an instrument in political discourse, and it provides an overview of the evolution of ‘Made in’ from a marketing perspective. This is followed by country-specific discussions of ‘Made in’ with case studies including countries in Western Europe, the US, Japan, and the antipodes. This book will be of significant interest to students and scholars of economic history, business history, and marketing. Chapter 7 of this book is available for free in PDF format as Open Access from the individual product page at www.routledge.com. It has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.

Brands, Geographical Origin, and the Global Economy

David M. Higgins
Brands Geographical Origin and the Global Economy Book PDF

Author : David M. Higgins
Publisher : Unknown
Page : 347 pages
File Size : 42,9 Mb
Release : 2018-05-26
Category : Business & Economics
ISBN : 9781107032675

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Brands, Geographical Origin, and the Global Economy by David M. Higgins Pdf

An interdisciplinary history of the campaign to secure international protection of indications of geographic origin, including 'Made in ...' slogans. It will appeal to students of business and economic history, geography, legal history and marketing.

Nation branding

Keith Dinnie
Nation branding Book PDF

Author : Keith Dinnie
Publisher : Routledge
Page : 261 pages
File Size : 45,5 Mb
Release : 2010-05-14
Category : Business & Economics
ISBN : 9781136377365

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Nation branding by Keith Dinnie Pdf

Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice. Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides: * The first overview of its kind on nation branding * A blend of academic theory and real world practice in an accessible, readable fashion * A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding * An original conceptual framework and models for nation branding * A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.