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Global Branding and Communication

In: Global Marketing Strategy

Author

Listed:
  • Bodo B. Schlegelmilch

    (Vienna University of Economics and Business)

Abstract

Branding is the lynchpin of any corporate communication. But what makes brands valuable, what is a global brand, and why are there still so many local brands? This chapter addresses these and other questions. It first looks at some basic aspects of branding, such as the brand value, brand architecture, brand identity, brand image, and brand resonance. Next, it discusses various aspects central to global brands and highlights some of the challenges faced by companies aiming to globalize their brands. Finally, it examines the key digital and traditional communication tools available to companies and discusses the challenges of using them globally.

Suggested Citation

  • Bodo B. Schlegelmilch, 2022. "Global Branding and Communication," Management for Professionals, in: Global Marketing Strategy, edition 2, chapter 10, pages 253-288, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90665-8_10
    DOI: 10.1007/978-3-030-90665-8_10
    as

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