The impact of globalisation on brand communication



ACKNOWLEDGEMENT

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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Date: __________________________

DECLARATION

I , hereby declare to the best of my knowledge that all the contents of this thesis represent my personal authentic work, and that no such thesis has been previously submitted for any academic examination or any other qualification. Additionally, it is a representation of my own personal opinions, and does not have anything to do with those of the University.

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Abstract

This research focuses of globalization and its effect of Brand communication in different ways. The research takes into account different variables and factors that have a direct and indirect effect on the communication process of Brands. To have a better understanding of the topic and the study, the researcher reviews a decent amount of literature, and starts the research by visiting a number of basic elements to contribute to the understanding of the research. Branding is the practice of adding an artificial identity to a product, company, or person. Originally, branding referred to the practice of marking slaves or cattle with signs of property. In today's world, brand is increasing in importance and occupies a place it never did a few years back. In the marketing perspective, companies who simply manufacture things receive a fraction of the profit in comparison to the companies that maintain and sell the brand. Brands them selves are worth more that many material companies.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 01: INTRODUCTION1

Background1

Commercial Practice2

Brands2

Globalization4

Distribution Systems Strengthened5

Aim of the research6

Objectives of research6

Research Question7

Ethical issues7

CHAPTER 02: LITERATURE REVIEW8

Overview8

Consumer Demand8

Contemporary Globalization Processes9

Brand Management Today10

Solidarities12

Advertising13

Diversity of Consumer Demand15

Brands and Finance16

Branding and communication18

CHAPTER 03: METHODOLOGY22

Overview22

Research Design22

Descriptive Research23

Exploratory Research23

Research Approach23

A Quantitative Approach24

The Qualitative Approach24

Pragmatic or Mixed Methods Approach24

Research Strategy24

Research Strategy: A Case Study Approach26

Research Philosophy26

Time Horizons26

CHAPTER 04: RESULT AND DISCUSSION27

Growth27

The Expansion of Branding28

The Future of Brands30

CHAPTER 05: LIMITATIONS OF THE STUDY32

CHAPTER 06: CONCLUSION AND FUTURE RECOMMENDATIONS33

The emotional bond: as important as the brand name33

Ensure consistent communication33

Transformation of Brands35

Increasing Reliance on Cooperation35

Rise of brands36

REFERENCES38

CHAPTER 01: INTRODUCTION

This research focuses of globalization and its effect of Brand communication in different ways. The research takes into account different variables and factors that have a direct and indirect effect on the communication process of Brands. To have a better understanding of the topic and the study, the researcher reviews a decent amount of literature, and starts the research by visiting a number of basic elements to contribute to the understanding of the research.

Background

Branding is the practice of adding an artificial identity to a product, company, or person. Originally, branding referred to the practice of marking slaves or cattle with signs of property. Throughout the history of commerce, artisans and artists have branded their name onto their products as a way of accumulating a ...