Boli and Lechner chapter 46 Boli and Lechner chapter 47 Review Boli and Lechner chapter 14 Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture by Dana L. Alden, Jan-Benedict E. M. Steenkamp and Rajeev Batra: http://www.jstor.org/stable/10.2307/1252002 Cultural Values Reflected in Chinese and American Television … [Read more...]
Interbrand and the digital age
It's interesting to see how advertisement companies trying to build a global brand have to make sure to maintain the goals and values of the parent company, while also tailoring the product for each targeted region, as seen in McDonald's "I'm Lovin' It" campaign. This need for balance between the local and international markets has paved the way for companies solely focused on … [Read more...]
I’m Lovin it
In December of 1994 a year after it opened its first branch in Israel, McDonald’s opened a restaurant at the Golani Junction in lower Galilee. Also located at the Golani Junction is a war memorial honoring those who served and died in the Golani Brigade. Upon the opening of this store at its location there was an immediate outcry from the local citizens appalled by the giant … [Read more...]
The Americans’ Perspective
McDonald’s with its “golden arches” has always served as a symbol of American culture not only to the American citizens but to people all over the globe. For quite some time now this “American” company has been spreading its stores and products to countries all over the world. Shockingly, American reception of globalization has been positive overall. I initially thought that … [Read more...]
The Advertising Agency Perspective
As an advertising agency, the ultimate client is a huge international corporation whose product is used universally. However, with global companies come a huge variety of cultural audiences. How one sells a McDonald’s cheeseburger in Australia is probably extremely different than how one sells the same product to an Argentinean. The challenge is creating a consistent image … [Read more...]
