Abstract:

This presentation explores globalisation from a marketing and particularly brand management perspective. The Fusion Model distinguishes three different types of brands according to their heritage and link to local or regional cultures and history: local jewels, brands in fusion and global heroes. The model claims that these different types of brands require different strategies of brand management. In order to test our assumptions the results of a qualitative case study involving wine, conducted as a joint study by Ipsos Germany and Ipsos China, are presented.