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

Section 1. Understanding Brands and Their Cultural Meanings. Brands and Models of Brand Equity

Cultural Equity

Section 2. Gaining Insights into How Cross-Cultural Consumers View Iconic Brands. Consumers from Different Cultures

Consumers' Reactions to the Cultural Meanings in Brands

Brands and the Fulfillment of Cultural-Identity Needs

Section 3. Building, Leveraging, and Protecting Cultural Equity. Putting It All Together: Why and How to Build an Iconic Brand

Leveraging and Protecting Cultural Equity.