Understanding International Branding

INTERNATIONAL MARKETING



UNDERSTANDING INTERNATIONAL BRANDING

In this article written by J. Whitelock and F. Fantoso a study about what and how the reports regarding international brandinghave been handeled during the years so that it will be looked at aspects such as the following ones :

- Journal distribution : In this part of the article we are showed that these kind ofstudies have been carried out by American fowlloed by European journals.
- Authorship patterns: They are usually carried out within European and North American countries. Moreover, most of theseauthors (78%) are located in a single country whereas just a small percentage is conducted by inter-regional co-operations or intra-regional collaborations. Finally, it must also be said that these studiesare done mostly by academicals and not su much by practitioners.
- Methodologies : In order to get the necessary information the main tool used are surveys (by mail). A surprising aspect is thatno email or Internet was used even though costs could be diminished and it would make this task easier.
- Focus: What can be seen is that there is an increasing trend towards the study of theseaspect in an international scope. The main interest was towards Europe, North America and Asia-Pacific. Latin America and Africa has not been really studied since the day when this article was written.- Units of analysis: More than a half of the studies have relied on managers’view followed by the customers. Another important issue is that they mostly refer to consumer goods and not that muchtowards industrial goods or services.
- Topics: The main topic of interest has been the international brand standardisation/adaptation followed by what international brand strategies were andthe consumer perceptions of brand globalness and localness, international brand protection and finally international brand equity measurement.
After having looked at how past research has been...