Culture and branding [electronic resource] / Marieke de Mooij.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Global branding strategies: Publisher: London : Henry Stewart Talks, 2014Description: 1 online resource (1 streaming video file (35 min.) : color, sound)Subject(s): Brand name products -- Cross-cultural studies | Branding (Marketing) -- Cross-cultural studies | Consumer behavior -- Cross-cultural studies | Consumers -- PsychologyOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Few global brands are universally successful; there are no global consumers in the global village -- Brands are association networks on the consumers' mind and consumers are not the same worldwide -- Cultural differences influence consumers' relationships with brands -- Understanding cultural difference and categorizing cultures with the help of models of national culture -- Understanding the consequences of culture for brand positions, brand personality and brand equity -- How values of national culture influence design and acceptance of brand packaging.
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Mode of access: World Wide Web.