International Strategic Management of Brands and Online Firms Essays on Perceived Brand Globalness 1st edition by Brand Globalness ISBN 3658380497 978-3658380496

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ISBN 10: 3658380497
ISBN 13: 978-3658380496
Author: Carolina Sinning

The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms.

International Strategic Management of Brands & Online Firms Essays on Perceived Brand Globalness 1st Table of contents:

1. Introduction to International Brand Management

   • Overview of strategic management in global branding
   • Defining perceived brand globalness (PBG) and its importance
   • The impact of globalization on brand strategies
   • Introduction to online firms in the context of global branding

2. Brand Globalness: Conceptualizing and Measuring Perceived Globalness

   • What is perceived brand globalness (PBG)?
   • The dimensions of PBG: familiarity, quality, and prestige
   • Methods for measuring PBG in global markets
   • Differences between actual and perceived brand globalness

3. Branding in the Digital Age: Online Firms and Global Reach

   • The role of online firms in global brand expansion
   • How digital platforms enable brands to appear global
   • The challenges and opportunities of managing online brands internationally
   • Case studies of successful online firms with perceived global brands

4. Consumer Perception of Global Brands

   • Understanding how consumers perceive brand globalness
   • Cultural influences on brand perception across different markets
   • The role of consumer trust and brand reputation in perceived globalness
   • Case examples of how global brands shape consumer behavior

5. The Impact of Perceived Brand Globalness on Brand Equity

   • Relationship between PBG and brand equity
   • How global perceptions influence consumer loyalty, brand associations, and brand image
   • Managing brand equity in international markets
   • Measuring the success of global brand strategies

6. Cross-Cultural Brand Management

   • Adapting brand strategies to different cultural contexts
   • Standardization vs. adaptation in global branding strategies
   • The role of cultural intelligence in international brand management
   • Case studies of brands that successfully managed cultural differences

7. Strategic Approaches for Managing Global Brands

   • Strategic options for expanding brand presence globally
   • Entry strategies for international markets: joint ventures, partnerships, and digital platforms
   • The role of innovation in maintaining global brand relevance
   • Challenges of maintaining brand consistency while respecting local market differences

8. The Role of Social Media in Perceived Brand Globalness

   • How social media influences global brand perception
   • Online reputation management and its impact on PBG
   • The power of influencer marketing and user-generated content in building global brands
   • Case examples of brands that leveraged social media for global presence

9. Branding in Emerging Markets: Opportunities and Challenges

   • The unique challenges of building a global brand in emerging markets
   • Consumer perceptions and the demand for global brands in developing regions
   • How online firms navigate the complexities of emerging market branding
   • Strategies for overcoming barriers to entry in new global markets

10. Branding and Global Crisis Management

    • Managing global brands during international crises
    • The role of perceived brand globalness in maintaining brand loyalty in times of crisis
    • Case studies of brands that successfully navigated global disruptions (e.g., pandemics, geopolitical issues)
    • Risk management strategies for international brands

11. Future Trends in International Brand Management

    • Emerging trends in global branding and digital transformation
    • The evolving role of artificial intelligence and data analytics in brand strategy
    • The future of online brands and the shifting dynamics of perceived globalness
    • Preparing for the challenges and opportunities of branding in a connected world

12. Conclusion: The Strategic Role of Global Branding in the Future of Business

    • Key takeaways from international brand management strategies
    • The long-term impact of perceived brand globalness on business success
    • Recommendations for brands aiming for global recognition in the digital age

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