Brand new justice: the upside of global branding
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, MA
Butterworth-Heinemann
2003
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| Schlagworte: | |
| Online-Zugang: | Publisher description Table of contents Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index. - Erscheint: Februar 2003 |
| Beschreibung: | p. cm. |
| ISBN: | 0750656999 |
Internformat
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| 245 | 1 | 0 | |a Brand new justice |b the upside of global branding |c Simon Anholt |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface ix
Acknowledgements xi
1 Why brands count 1
Value you can t see 1
How brands create wealth 2
How brands distribute wealth 6
Life on the lower tier 7
Isn t it the poor world s turn? 9
Branding the exports, branding the nation 11
Global brands from emerging markets 14
Making it happen 1 5
Justice being done 1 6
2 What brands do for countries 18
The first pan European brands 20
How profit comes from polarization 21
Where this leaves the poorer countries 24
The risky business of being a supplier nation 26
Profiles of emerging market economies 28
Wal Mart and Ugandan coffee 30
The case of Brazil 31
Japan, Korea and Taiwan: Asian brand champions 3 3
How the instinct to brand has become global 36
So where are the brands? 38
Brand leap 40
vi Contents
3 Developing markets, emerging brands 45
Deepak Kanegaonkar 45
Kamthorn and Panudda Kamthornthip 49
Roustam Tariko 51
David Tang 52
Jifi Kejval 53
Automotive 54
Food and drink 57
Alcohol: a cornucopia of global brands 59
Fashion, footwear and accessories 61
Sporting goods 62
White goods and other consumer durables 65
Software, IT services and hardware 69
Other service brands 71
Branded industrial goods 73
Cosmetics and Pharmaceuticals 76
Tata 77
4 The challenge of branded exports 79
The challenges and difficulties 82
Raising finance 85
Making do with less 87
Eleven levers for outsmarting the competition 89
Getting distribution and retail presence 93
Overseas marketing and branding 97
Marketing VSO 100
Tariffs and other trade barriers 102
Psychological barriers 103
What will become of our emerging market brands? 105
Quality standards and consumer perceptions 106
5 When countries becorne brands 108
Why countries need brands 108
Countries that change 110
How the nation brand helps branded exports 112
The case of Brand Brazil 116
What s wrong with where you re from? 118
Using country of origin more creatively 119
Changing a country s brand image 121
What s in a name? 126
You sound like you re from ... 127
Slogans, shorthand, and the nature of the country brand 129
Good image, bad image 133
The dilemma of control 134
The importance of objectivity 137
Brands as vectors of national image 138
Contents vii
The importance of representing culture 140
Culture as revenue earner 143
Why representing culture is central to nation branding 144
Further benefits of a strong national brand 146
6 Now is the time 148
Why people want brands to come from somewhere 148
The decline of Brand America and the Top Ten 149
Western consumers and the search for exoticism 152
A taste for ethics 154
The Shared Equity Model 156
The Wild Coffee Project 15 7
The riddle of sustainability 163
Tourism and sustainability another challenge 167
Some concluding thoughts 169
References 172
Index 177
|
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| spelling | Anholt, Simon Verfasser (DE-588)130354244 aut Brand new justice the upside of global branding Simon Anholt Boston, MA Butterworth-Heinemann 2003 p. cm. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index. - Erscheint: Februar 2003 Emerging Market (DE-588)4398432-0 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Exportmarketing (DE-588)4153393-8 gnd rswk-swf Herkunftsbezeichnung (DE-588)4159598-1 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenimage (DE-588)4136439-9 gnd rswk-swf Entwicklungsländer (DE-588)4014954-7 gnd rswk-swf Entwicklungsländer (DE-588)4014954-7 g Unternehmen (DE-588)4061963-1 s Internationales Marketing (DE-588)4125431-4 s Markenpolitik (DE-588)4144679-3 s DE-188 Emerging Market (DE-588)4398432-0 s Exportmarketing (DE-588)4153393-8 s Herkunftsbezeichnung (DE-588)4159598-1 s Markenimage (DE-588)4136439-9 s http://www.loc.gov/catdir/description/els031/2002043761.html Publisher description http://www.loc.gov/catdir/toc/els031/2002043761.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010110090&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Anholt, Simon Brand new justice the upside of global branding Emerging Market (DE-588)4398432-0 gnd Unternehmen (DE-588)4061963-1 gnd Exportmarketing (DE-588)4153393-8 gnd Herkunftsbezeichnung (DE-588)4159598-1 gnd Internationales Marketing (DE-588)4125431-4 gnd Markenpolitik (DE-588)4144679-3 gnd Markenimage (DE-588)4136439-9 gnd |
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| title | Brand new justice the upside of global branding |
| title_auth | Brand new justice the upside of global branding |
| title_exact_search | Brand new justice the upside of global branding |
| title_full | Brand new justice the upside of global branding Simon Anholt |
| title_fullStr | Brand new justice the upside of global branding Simon Anholt |
| title_full_unstemmed | Brand new justice the upside of global branding Simon Anholt |
| title_short | Brand new justice |
| title_sort | brand new justice the upside of global branding |
| title_sub | the upside of global branding |
| topic | Emerging Market (DE-588)4398432-0 gnd Unternehmen (DE-588)4061963-1 gnd Exportmarketing (DE-588)4153393-8 gnd Herkunftsbezeichnung (DE-588)4159598-1 gnd Internationales Marketing (DE-588)4125431-4 gnd Markenpolitik (DE-588)4144679-3 gnd Markenimage (DE-588)4136439-9 gnd |
| topic_facet | Emerging Market Unternehmen Exportmarketing Herkunftsbezeichnung Internationales Marketing Markenpolitik Markenimage Entwicklungsländer |
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