Selling the same product across the globe has always been challenging. People are different in different parts of the world. Individuals within a culture used to have a common mindset. We used to grow up with our culture-of-birth only.
Today, many people are connected to others around the world. This reshapes intercultural communications and turns culture in an even more complex mixture of many different national cultures. People across the globe watch the same movies, listen to the same music and buy the same brands. Global brands will play an important role in tomorrow’s global culture of consumption.
Inhaltsverzeichnis (Table of Contents)
- Selling the same product across the globe has always been challenging
- Brands are everywhere
- Manufactures introduced consumer brands to adopt a strategic approach to focus on building a strong connection with the consumer
- Culture is everywhere
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The paper aims to explore the role of global brands in shaping a unified culture of consumption. It examines the evolution of branding, its impact on intercultural communications, and the influence of global brands on cultural practices around the world.
- The evolution of branding from a tool for indicating quality to a strategic approach for building customer loyalty
- The role of global brands in shaping a shared culture of consumption across national borders
- The impact of global brands on intercultural communications and cultural practices
- The importance of understanding cultural values and symbols in developing successful global brands
Zusammenfassung der Kapitel (Chapter Summaries)
- The first chapter explores the challenges of selling the same product across different cultures. It highlights the increasing complexity of intercultural communications and the role of global brands in shaping a shared culture of consumption.
- The second chapter discusses the origins of branding, tracing its evolution from a tool for identifying quality to a strategic approach for building customer loyalty. It explores the impact of the industrial revolution and the emergence of mass production on consumer behavior and the rise of brand marketing.
- The third chapter analyzes the impact of global brands on intercultural communications and cultural practices. It examines how global brands influence consumer behavior, shape cultural values, and contribute to a shared culture of consumption across national borders.
- The fourth chapter delves into the importance of understanding cultural values and symbols in developing successful global brands. It explores the concept of cultural iceberg, highlighting the need to consider both surface-level and deep-level cultural factors in brand communication strategies.
Schlüsselwörter (Keywords)
Global brands, culture of consumption, intercultural communications, cultural values, brand loyalty, brand strategy, global marketing, cultural iceberg, symbols, consumer behavior.
- Citar trabajo
- Stefan Geissel (Autor), 2006, Global Brands & Culture, Múnich, GRIN Verlag, https://www.grin.com/document/156075
