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Global Brand Identity as a Network of Localized Meanings

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  • Elizabeth S. Gunawan
  • Paul van den Hoven

Abstract

In this article, we develop a semiotic model to analyze advertisement glocalization. This model focuses on the mental representations that local audiences build of a ¡°global¡± brand identity. We demonstrate how this model fills up gaps left by a popular marketing model for global advertising. We argue that the seemingly linear three- step marketing model implies several reciprocal processes in which meaning is developed and determined. This semiotic reinterpretation of the marketing model explains how a global brand identity maintains a dynamic relation with the actual brand identity that local customers construe. To illustrate the dynamics of the semiotic model, we analyzed localizations in the Snickers campaign ¡°You¡¯re not you when you¡¯re hungry.¡± Because the semiotic model elaborates the dynamics between the professionals¡¯ discourse used in developing a campaign and the localized ¡°global¡± brand identities brought about in receiving the campaign, the model helps to explain anthropological dynamics in designing campaigns, the arising of locally differentiated ¡°global¡± brand identities that are the result of global campaigns and the dynamic development of global campaigns.

Suggested Citation

  • Elizabeth S. Gunawan & Paul van den Hoven, 2017. "Global Brand Identity as a Network of Localized Meanings," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(2), pages 56-67, April.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:2:p:56-67
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    References listed on IDEAS

    as
    1. Marc G. Weinberger & Charles S. Gulas & Michelle F. Weinberger, 2012. "The Role of Culture in Advertising Humor," Chapters, in: Victoria Wells & Gordon Foxall (ed.), Handbook of Developments in Consumer Behaviour, chapter 4, Edward Elgar Publishing.
    2. Xin Zhao & Russell W. Belk, 2008. "Politicizing Consumer Culture: Advertising's Appropriation of Political Ideology in China's Social Transition," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(2), pages 231-244, June.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    global brand; global campaign; glocalization; rhetoric; semiotics;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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