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10. Global Branding and Communication

  • 2022
  • OriginalPaper
  • Chapter
Published in:
Author
Bodo B. Schlegelmilch
Published in
Global Marketing Strategy
Publisher
Springer International Publishing

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Abstract

This chapter delves into the complexities of global branding and communication, focusing on the challenges and strategies involved in managing brands across different markets. It begins by discussing the difficulty in estimating the value of global brands and the importance of brand architecture in organizing a company's portfolio. The chapter then explores the distinction between brand identity and brand image, and the role of brand resonance in building customer loyalty. It highlights the challenges faced by companies aiming to globalize their brands, including cultural differences and historical barriers. Additionally, the chapter examines the various communication channels available to companies and the barriers to standardizing communication across countries. It concludes by emphasizing the importance of balancing local fit with the advantages of global campaigns, often resulting in 'Glocal' communication strategies. This comprehensive overview provides valuable insights for professionals seeking to navigate the complex world of global branding and communication.
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previous chapter Global Supply Chains
next chapter Global Digital Marketing Strategy
Title
Global Branding and Communication
Author
Bodo B. Schlegelmilch
Copyright Year
2022
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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