global brands where meanings are shaped by tremendously varying cultures. Aims to address the issues. Design …

/respondent. In‐depth case studies of two prominent pan‐Asian brands, Tiger Beer and Zuji, were also conducted. An interpretive … challenges, our respondents saw clear opportunities for regional branding initiatives. Brands can achieve a regional positioning … important unit of analysis. It helps understand the development of brands in a part of the world that is becoming more important …

were content analysed for research objectives. Findings – The results indicate that Korean brands are generally more …

Purpose The research analyzes the presence of two global brands – Fiat and International Federation of Association … established including why some brands have their meanings enriched through collective appropriation, while others become vessels … Resonance. This dimension relates to the meanings that arise from a brand’s institutional role and interactions with other …

the context of the difficulties and shortcomings of accounting for brands. A conceptual framework is constructed, based in … critical theory from arts disciplines, notably from the thought of Barthes, Panofsky and Peirce. The icon is a primary … unconscious. Intermingling of the icon and the logos is considered. This accounting context and arts framework are used to compare …

Purpose – The purpose of this paper is to stimulate reflection on the concept of Mediterranean brands, to map and …

Purpose – The purpose of this paper is to assess the role that elapsed time and culture may play in affecting …