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dc.contributor.authorNair, Vivek
dc.description42 p.en_US
dc.description.abstractThis paper comprises of two main sections. The first section discusses the internship I did during the summer of 2002. During my internship I was involved in researching and analyzing the effects of advertising. I reviewed and thoroughly examined a number of cases to see what it was made those campaigns successful. The research section of the paper takes the internship section a little further. I found the research on the cases an emphasis on affecting a product's image. I took the idea of an image and incorporated globalization. This section looks at the concept of creating a single brand image for use across a global market place. As globalization takes hold and allows businesses to expand rapidly across numerous countries, these businesses will advertise using a single brand image for multiple countries. I will also look at the debate between standardization and localization in advertising, and relating the debate to a global image. The paper also cites various advertising campaigns that have used global strategies and been successful.en_US
dc.relation.ispartofKalamazoo College Economics and Business Senior Individualized Projects Collection
dc.relation.ispartofseriesSenior Individualized Projects. Economics and Business.;
dc.rightsU.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.
dc.titleBrand Globalization: The Next Step in International Advertisingen_US
KCollege.Access.ContactIf you are not a current Kalamazoo College student, faculty, or staff member, email to request access to this thesis.

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  • Economics and Business Senior Integrated Projects [1202]
    This collection includes Senior Integrated Projects (SIP's) completed in the Economics and Business Department. Abstracts are generally available to the public, but PDF files are available only to current Kalamazoo College students, faculty, and staff.

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