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Essay / Research Paper Abstract
Many companies seek to compete with the development of global brands. This 9 page paper considers what can be defined as a global brand, looking at the spread of the brand and the way the branding messages are communicated. The paper considers the theory and uses examples to illustrate points raised. The bibliography cites 9 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEglobrand.rtf
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Unformatted sample text from the term paper:
position in reality only a few may be argued as having anything that approaches truly global brand recognition. There are some brands, such as Coca-Cola, Nike and McDonalds that have
a high level of recognition in many countries across the globe, being known even in developing countries. However, there are other brands which are widely known, which should only be
seen as international or translational, brands such as Benetton and KFC may be known in many countries but there are also many countries where they are not known and the
market may be very limited. However it may be argued that global brands are rare, if they even exist, and that despite the term global being used by many companies
it still remains an aspirations rather than an attainment. To consider whether there are global brands and the extent to which they exist the first stage needs to be
the definition of the term global. The term global is used n many contexts such as global warming, which refers to the entire world. Looking at the term global in
the American heritage dictionary "Of, relating to, or involving the entire earth; worldwide" (Dictionary.com, 2007). Therefore, for a brand to be global it needs to relate to the entire earth,
so it will need to have a presence in each country, or at least be heard of in each country. The issue is then that of brand image, a
brand is more than simply a logo or a product. Branding also creates assumptions and associations that are linked to the brand and the way that the marketers want to
sell the brand, so even where there are images that are seen as potentially global, it is also possible that the association and general brand potentially may be different as
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