Brand Evaluation in a Cross-Cultural Context
ChristineWoesler de Panafieu andDaniel Weber Socioconsult International, France
INTRODUCTION
Since the 1960's we have witnessed the accelerating progression of international brands within the majority of national markets. The phenomenon embraces a broad range of product and service categories, from fast-moving packaged goods to consumer durables, and most recently, to financial services and retail outlets.
The globalization of brands is inscribed in the larger and more far-reaching processes of world-wide economic and communications integration. While once associated primarily with American brands, the latest tendencies in the internationalisation of brands reveal more pluralist...