A framework of brand strategy and the "glocalization" approach: The case of Indonesia

Arnold Japutra*, Bang Nguyen, T. C. Melewar

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Abstrakt

Indonesia is one of the stars among emerging market countries. As these markets are growing, Indonesia stands out for having a very diverse culture (i.e. ranked 6th within Asia for ethnic fractionalization and cultural diversity score). In this chapter, we develop a branding strategy framework to successfully operate in such market since a successful strategy in one country may not be applicable in another country. A brand thus needs to understand the glocal approach. Reviewing extant literature and focusing on Indonesia as the international market setting, this chapter offers several contributions: First, it identifies challenges that companies face in building a strong international brand. Second, it offers a framework of brand strategy that is prominent in order to build and/or strengthen brand in a culturally diverse market. To successfully develop a brand in such market, three important factors need attention:(1) glocalization, (2) consumer-brand relationships, and (3) societal marketing.

OriginalsprogEngelsk
TitelAnalyzing the Cultural Diversity of Consumers in the Global Marketplace
Antal sider25
ForlagIGI global
Publikationsdato30. apr. 2015
Sider101-125
ISBN (Trykt)1466682620, 9781466682627
ISBN (Elektronisk)9781466682634
DOI
StatusUdgivet - 30. apr. 2015
Udgivet eksterntJa

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Japutra, A., Nguyen, B., & Melewar, T. C. (2015). A framework of brand strategy and the "glocalization" approach: The case of Indonesia. I Analyzing the Cultural Diversity of Consumers in the Global Marketplace (s. 101-125). IGI global. https://doi.org/10.4018/978-1-4666-8262-7.ch006