Brand Management: Co-creating Meaningful Brands
Second Edition
Chapter 10: Globalization and Branding
What is globalization?: Explaination of globalization
Globalization and brands: Explanation of concept
Globalization and brands: Explanation of concept
Glocalization: Examples of glocalization done well
Hipster cities: Useful for understanding deterritorialization
Brand backlash: Short overview of backlash againts global brands