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The Influence of Culture on Brand Positioning Strategy
Paperback

The Influence of Culture on Brand Positioning Strategy

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Scientific Essay from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, language: English, abstract: In order to increase the saleability of a brand or product and at the same time to minimize the costs of production and advertisement, marketing companies or departments try to internationalize or ‘globalize’ production processes as well as marketing strategies. One challenge of these goals lies in differences between the mindset of consumers, being consequence of differences in culture. This work will focus the meaning of ‘culture’ and the question which ‘ingredients’ define culture. In the following chapters strategies of cross-cultural surveys within marketing strategies for brands and products will be examined.

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MORE INFO
Format
Paperback
Publisher
Grin Publishing
Date
12 February 2013
Pages
40
ISBN
9783656370253

Scientific Essay from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, language: English, abstract: In order to increase the saleability of a brand or product and at the same time to minimize the costs of production and advertisement, marketing companies or departments try to internationalize or ‘globalize’ production processes as well as marketing strategies. One challenge of these goals lies in differences between the mindset of consumers, being consequence of differences in culture. This work will focus the meaning of ‘culture’ and the question which ‘ingredients’ define culture. In the following chapters strategies of cross-cultural surveys within marketing strategies for brands and products will be examined.

Read More
Format
Paperback
Publisher
Grin Publishing
Date
12 February 2013
Pages
40
ISBN
9783656370253