Year: 2014
Type: article
Abstract: The main contention of this paper is that branding and market communication in international markets need to be considered from more than the "traditional" culture-and-scale economies trade off perspective.This study presents a typology of four different branding categories based on the firm's international marketing capabilities and the globality of the industry: local brander, multidomestic brander, export brander, and global brander.Four case studies from Norway, representing each of the above categories of firms, are defined in what concerns the decision-making process involving the headquarters, the subsidiary or the local distributor, and the advertising agency; the information behaviour and the end result shows the degree of standardization of different elements of the branding and the market communication strategy.
Source: Journal of Euromarketing
Authors: Boryana V. Dimitrova, Bert Rosenbloom
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
Funder: Academy of Marketing
OpenAlex ID: W4238143140