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.
Magazines
Research World (July/August 2009)
Catalogue: Research World 2009
Author: ESOMAR B.V.
 
August 1, 2009
Research Papers
Convergence or divergence of the Asian market
Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity
Authors: Roxan Toll, Rosalie Tung, Chris Baumann, Hamin Hamin
Company: GMI (Global Market Insite)
March 20, 2011
Research Papers
Inside the afluent space
Catalogue: Asia Pacific 2008
Authors: Chin Mun Hong, Geoffrey Yan, Sue Phillips, Chin Mun Hong
Companies: Ipsos MRBI, American Express Company
April 9, 2008
