Abstract:

In our complex and changing world, models which can help guide our marketing processes and thinking are extremely valuable. We consider here the application of a recently developed model to the management of transnational brands and the development of advertising. The paper opens with a brief description of Mary Goodyear’s consumerisation continuum model, and we then discuss its application to stewarding transnational brands. We explore in detail the effect of the modern media communications scene on consumers’ beliefs and attitudes and suggest that this can provide further opportunities for applying the model transnationally.