Chapter8InterculturalmunicationLearningObjectivesInthischapter,youshouldbeabletoUnderstanddefinition,,..Whatisabrand?prisingabrand?Whatarethefactorstoconsiderwhenadvertisingaproducttoaglobalmarket?-跨文化品牌营销DefinitionandIngredientsofaBrand品牌的定义和构成Abrandisanentityofname,term,sign,symbol,trademark,logo,sound,color,orpackageandproductdesign,,,anattitudetofollow,跨文化品牌营销DefinitionandIngredientsofaBrand品牌的定义和构成Therearethreeelementsconsistingofabrand,brandname,brandmark,,,跨文化品牌营销BrandingGlobalizationStrategies品牌全球化策略Whenlaunchingaproductintoglobalmarkets,thebrandmayadoptthesamebrandlogo,oratleastapartofthesamelogo,,itisadvisableforafar-panytochooseaneye-跨文化品牌营销Pursuingadaptabilityandstandardization追求适应性和标准
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