Globalization, culture and branding : how to leverage cultural equity for building iconic brands in the era of globalization / Carlos J. Torelli.

Includes bibliographical references and index.

Section 1 Understanding Brands and Their Cultural Meanings -- 1.Brands and Models of Brand Equity -- 2.Cultural Equity -- Section 2 Gaining Insights into How Cross-Cultural Consumers View Iconic Brands -- 3.Consumers from Different Cultures -- 4.Consumers' Reactions to the Cultural Meanings in Brands -- 5.Brands and the Fulfillment of Cultural-Identity Needs -- Section 3 Building, Leveraging, and Protecting Cultural Equity -- 6.Putting It All Together: Why and How to Build an Iconic Brand -- 7.Leveraging and Protecting Cultural Equity.

With globalization, the marketplace is becoming increasingly complex for marketers to navigate, bringing dramatic changes to both the supply (i.e., brands that are offered) and demand (i.e., consumers' values and desires) sides of markets. A proliferation of global brands from developed and emerging economies brings diverse cultures to a consumer population that is also growing culturally diverse. Torelli illustrates how marketers can take advantage of these seismic changes and leverage cultural equity for building iconic brands in the era of globalization. Drawing from novel theoretical insights into social psychology, cultural psychology, and marketing, Globalization, Culture, and Branding provides guidelines for imbuing brands with culturally symbolic meanings that can create deep psychological bonds with multi-cultural consumers. Unlike past publications that conducted broad reviews of international or global marketing best-practices, Torelli's book zooms in on the issues involved in growing and protecting brand equity in multi-cultural markets.