Please use this identifier to cite or link to this item:
Full metadata record
DC FieldValueLanguage
dc.contributor.authorFan, Y-
dc.identifier.citationBrand Strategy pp 52-53, Feb 2004en
dc.description.abstractDo companies adopt standardised strategy in the web communication or do they localise in the different markets and cultures? This remains a global-local dilemma. This paper reports a study of 16 global brands. In total 711 websites were found and 135 were examined. Given the differences in culture, language and market conditions, the question is not about whether to adapt, but what and how to localise the communication while still maintaining brand consistency and benefiting from the global brand equity. Effective web communications in the foreign market requires the company to take cultural issues seriously and specially design the website to appeal to the local audience.en
dc.format.extent78336 bytes-
dc.publisherCentaur Mediaen
dc.subjectGlobal brandsen
dc.subjectMarketing communications-
dc.subjectStandardisation versus adaptation-
dc.subjectCultural differences-
dc.titleHow to communicate your brand on the web: Standardise or localise?en
dc.typeResearch Paperen
Appears in Collections:Marketing
Brunel Business School Research Papers

Files in This Item:
File Description SizeFormat 
BrandStrategy04.pdf201.1 kBAdobe PDFView/Open

Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.