Call for papers: Global Branding

A special issue of International Journal of Business and Globalisation

Building a strong brand is a rather complicated task. If local brands face many challenges in communicating their core value and building effective brand associations, the challenge is even bigger when the branding becomes international/global. International branding is mainly about finding the right balance between being global and being local. While the brand essence has to remain unaltered, the ways to communicate it and to make it relevant to local people have to adapt to each specific context.

The biggest challenge in international branding is to remain easily recognized at any global location and, at the same time, to be compatible with the local culture, traditions and customers' way of perception. However, the unavoidable exposure of local brand-building strategy in the international arena is making the global brand building even harder. New communication methods have made the spread of information easier and faster, enabling every consumer to access every piece of communication in the world so that true separation among markets tends to disappear.

Therefore, companies nowadays with international /global appetites have to deal with new challenges and find new ways to successfully operate in the global market. The aim of this special issue is to examine the distinctive aspects and the challenges that international brands can face in the global market context.

Submissions are welcome on any analysis related to international /global branding. International submissions are encouraged as a global perspective on branding marketing is sought.

While all topics associated with international branding are welcome, some examples of possible foci and issues include, but are not limited to:

• International branding challenges: standardization/adaptation.
• Perceptual positioning of international brands.
• Consumers' perception of international brands across markets
• International brand life cycle
• Integrating branding strategy across markets
• International brand-name standardization/adaptation
• The effect of local communication campaigns on global brand strategies.
• Country-of-origin effects on international brands' perception
• Local brands vs international brands
• Local rumours and scandals impact on international brands
• Dealing with cross-cultural differences in international branding.
• International brand equity
• International corporate branding
  

Important Date
Deadline for submitting completed manuscripts: 31 May, 2011