Starbucks Brandscape and Consumers ’ (Anticorporate) Experiences of Glocalization CRAIG J. THOMPSON ZEYNEP ARSEL* Prior studies strongly suggest that the intersection of global brands and iocal cultures produces cultural heterogeneity. Little research has investigated the ways in which global brands structure these expressions of cultural heterogeneity and consumers ’ corresponding experiences of glocalization. To redress this gap‚ we develop the construct of the hegemonic brandscape. We use this
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VAN MAHAN Professional Summary Vani is a Marketing professional. She has had the opportunity to work in Online Marketing and Market Research domains with Rocket Internet‚ Singapore and Brandscapes Worldwide‚ India. Vani has worked with Rocket Internet‚ one of the largest and most successful international online venture builders. She was a part of Zalora‚ an online fashion retail venture of Rocket Internet. Vani was responsible for Search Engine Marketing (SEM) for Zalora Philippines. She was
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Professor Ralph Oliva Case Overview/Selection/Assignments BrandScape Dates and Assignments Because of the tight seven-week scheduling of this course‚ we need to arrange for teams and team assignments for both the BrandScape and Case Assignments right away. To facilitate this process‚ the assignments and dates are outlined here. Please‚ as soon as is possible‚ sign up for the BrandScape date as well as the case of your choice. Please indicate your team by name‚ names
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information‚ distance between producers and consumers and growing complexity: meaning has become a scarcity. Managers need to infuse meaning and make sense of the firm and its activities. The way to do this is by using stories and corporate sagas. In the “brandscape” leaders need to be story-tellers to convey meaning & value to work and products. 2. The Ethical Dimension Increasing demand for companies to legitimize the organization and its actions‚ moral issues have become central. CSR‚ values‚ ethics‚
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Does Good Branding Result in good Sales? A Position Paper in Brand Management The paper examines how branding actually resulted or didn’t result in good sales. 2013 Charan Teja DMS – Pondicherry University Does Good Branding Result in good Sales? A Position Paper in Brand Management The paper examines how branding actually resulted or didn’t result in good sales. 2013 Charan Teja DMS – Pondicherry University Does Good Branding Result in Good Sales? Introduction It
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Hilton Hotels: Brand Differentiation through Customer Relationship Management Syndicate 6 Hilton was perhaps the most internationally recognizable name in the lodging industry‚ in large part due to the role that the Hilton family had played throughout its history. It all started in 1919‚ when Conrad Hilton bought his first hotel. Since then‚ we’ve led the industry with our innovative approach to products‚ amenities and service. Today‚ Hilton Hotels & Resorts stands as the stylish‚ forward thinking
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Brand Has Great Value A brand is the most valuable asset a company can own. It can also be the most confounding because‚ while products have a tangible‚ physical reality‚ brands are all about perceptual reality. Brands exist in the minds and hearts of consumers. Brand Valuation Has Not Been Scientific Brand management in the 20th century is replete with many success stories. Brand analysis‚ however‚ cannot make the same claim. Its tendency to focus on lagging indicators often means that corporations
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References: BrandScape. (2009). Singapore Airlines – An Excellence Asian Brand. Accessed 19 January 2012 http://brandscapeafrica.org/index.php/articles/corporate-branding/215-singapore-airlines-an-excellent-asian-brand.html Heracleous. L. and Wirtz.J. (2009). Journal
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References: Guffey‚ M. E. & Loewy‚ D. (2011). Business communication: Process & product 7th edition. Mason‚ OH: South-Western Gengage Learning. Thompson‚ Craig J. and Arsel‚ Zeynep (2004). The Starbucks Brandscape and Consumers ’ (Anti-corporate) Experiences of Globalization‚ Journal of Consumer‚ p.1-13. Retrieved from https://ezproxy.callutheran.edu/login url=http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=15212938&site=bsi-live Izberk-Bilgin
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References: Thompson‚ C.J. & Arsel‚ Z. 2004‚ "The Starbucks Brandscape and Consumers ’ (Anti-Corporate) Experiences of Glocalization"‚ Journal of Consumer Research‚ vol. 31‚ no. December‚ pp. 631-642. Elliott‚ R. & Wattanasuwan‚ K. 1998‚ "Brands as symbolic resources for the construction of identity"‚ International
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