Description
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 author studied communication & marketing at the University of Arts Berlin, the Queensland University of Technology (Australia) and the Royal Melbourne Institute of Technology (Australia). He started his professional career with Beiersdorf AG in 2006. Since then he has been working on product management assignments in Shanghai and Hamburg.
