Global Brand Management

THE FUTURE SUCCESS OF GLOBAL BRANDS WILL DEPEND ON §BRAND MANAGERS' UNDERSTANDING OF CULTURAL CONTEXT §AND ITS INTEGRATION INTO A DYNAMIC BRAND MANAGEMENT §SYSTEM.§Brands can no longer be treated as static constructs §created by marketers. Instead, brands need to be §understood as evolving systems that interact with §their surroundings. As much as by their original §creators, brands are shaped by their stakeholders §and other influencing factors - in short, by §context. With the rise of global trade, more and §more brands are introduced to new cultural contexts. §These new cultural settings have to be thoroughly §analyzed and taken into account when managing brands §globally. This book offers a framework model to §examine and manage brands in different cultural §settings. THE FUTURE SUCCESS OF GLOBAL BRANDS WILL DEPEND ON §BRAND MANAGERS'' UNDERSTANDING OF CULTURAL CONTEXT §AND ITS INTEGRATION INTO A DYNAMIC BRAND MANAGEMENT §SYSTEM.§Brands can no longer be treated as static constructs §created by marketers. Instead, brands need to be §understood as evolving systems that interact with §their surroundings. As much as by their original §creators, brands are shaped by their stakeholders §and other influencing factors - in short, by §context. With the rise of global trade, more and §more brands are introduced to new cultural contexts. §These new cultural settings have to be thoroughly §analyzed and taken into account when managing brands §globally. This book offers a framework model to §examine and manage brands in different cultural §settings.