Wilson, Jonathan A.J. (2011) The next big thing: cultural hybridisation and its impact on your branding strategies. In: Brand Summit, Total Marketing, IIR Middle East, 24-28 October 2011, Dubai, United Arab Emirates.

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Abstract

In many industries we see an increasing ability and willingness of customers to adopt shifting identities dependant on circumstance. This was best represented most recently, by the World Cup 2010 tournament - as teams with strong brand identity were eliminated and opened up branding association choices for consumers. The tools required for success are sophisticated and the skill necessarily refined. This Keynote speech and workshop session will cover:

• How to capitalize on increasing brand surrogacy
• How to approach and win in environments of cultural hybridization
• How to calculate the value of various trends in the market
• A case study look at this trend

Item Type:	Conference or Conference Paper (Keynote)
Uncontrolled Keywords:	branding, brand surrogacy, cultural branding, culture, international branding
Subjects:	H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Organisation Organisation
Last Modified:	14 Oct 2016 09:12
URI:	http://gala.gre.ac.uk/id/eprint/4653

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