Brand Globalization: The Next Step in International Advertising

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Authors
Nair, Vivek
Issue Date
2002
Type
Thesis
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en_US
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Research Projects
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Abstract
This 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.
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42 p.
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U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.
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