A global brand is a powerful brand that is positively recognized throughout the world. Global means 'standard', but global means also 'common' for 'different' people: thus, a global brand must integrate, using differentiation as well. Simultaneously, ‘glocal’ means local with a global perspective, but glocal means also extremely local, and therefore global. In these daring scenarios, new technologies, and social media in particular, are useful tools for global brand building.
Global Branding
Festa, G.
2019-01-01
Abstract
A global brand is a powerful brand that is positively recognized throughout the world. Global means 'standard', but global means also 'common' for 'different' people: thus, a global brand must integrate, using differentiation as well. Simultaneously, ‘glocal’ means local with a global perspective, but glocal means also extremely local, and therefore global. In these daring scenarios, new technologies, and social media in particular, are useful tools for global brand building.File in questo prodotto:
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