This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global ...

The country brand, in practical terms, can be understood as a branding technique applied to a territory or geographic region in order to achieve a competitive position on a global scale. In this paper, a methodology is ...

Local businesses, local brands, and brand names in the local language help to preserve the local culture of a country. Through a content analysis, this study examined the 880 most successful brands in nine Latin American ...

Globalization has been the starting off point facing increasing competition it has been evident in recent years between the territories (regions, cities and countries). Especially countries have adopted and implemented ...

This article presents different dimensions of museums, spanning some considerations of nations’ heritage cultural centers. Those notions are more related to the construction of seals of local, country and universal brands. ...

It is not hard to understand that associating happiness with a brand is a smart strategic idea, perhaps what really motivates this analysis, is how to find the ways to interpret this concept and how to sell massively, ...

One of the main goals of a brand is to achieve a competitive advantage, and one of the ways to accomplish this goal is to build brand trust, making its consumers take on a long-term relationship with the brand. Brand trust ...

One of the main goals of a brand is to achieve a competitive advantage, and one of the ways to accomplish this goal is to build brand trust, making its consumers take on a long-term relationship with the brand. Brand trust ...