Bookman, S. (2013). Branded Cosmopolitanisms: ‘Global’ Coffee Brands and the Co-creation of ‘Cosmopolitan Cool.’ Cultural Sociology, 7(1), 56–72.

Example of deterritorialization in practice

Cayla, J., & Arnould, E. J. (2008). A Cultural Approach to Branding in the Global Marketplace. Journal of International Marketing, 16(4), 86–112.

Examination of more cultrual approach to global branding, focused on subculture

Gürhan-Canli, Z., Sarial-Abi, G., & Hayran, C. (2018). Consumers and Brands across the Globe: Research Synthesis and New Directions. Journal of International Marketing, 26(1), 96–117.

Traditional look at global branding

Kerrigan, F., Shivanandan, J., & Hede, A.-M. (2012). Nation Branding: A Critical Appraisal of Incredible India. Journal of Macromarketing, 32(3), 319–327.

Focus on nation branding and useful for rebranding Holland case

Santo, A. (2014). “Is It a Camel? Is It a Turban? No, It’s The 99”: Branding Islamic Superheroes as Authentic Global Cultural Commodities. Television & New Media, 15(7), 679–695.

Examples of localizatiuon/glocalization and anti-brand backlash and limits