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2022 | OriginalPaper | Chapter

10. Global Branding and Communication

Author : Bodo B. Schlegelmilch

Published in: Global Marketing Strategy

Publisher: Springer International Publishing

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Abstract

Branding is the lynchpin of any corporate communication. But what makes brands valuable, what is a global brand, and why are there still so many local brands? This chapter addresses these and other questions. It first looks at some basic aspects of branding, such as the brand value, brand architecture, brand identity, brand image, and brand resonance. Next, it discusses various aspects central to global brands and highlights some of the challenges faced by companies aiming to globalize their brands. Finally, it examines the key digital and traditional communication tools available to companies and discusses the challenges of using them globally.

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Keller (2013).

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Title: Global Branding and Communication
Author: Bodo B. Schlegelmilch
Publisher: Springer International Publishing
Book: Global Marketing Strategy
Print ISBN: 978-3-030-90664-1

Electronic ISBN: 978-3-030-90665-8

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-030-90665-8_10

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