Local jewels and global heroes: the fusion model of global brand management
Ute RademacherIpsos Qualitative Germany, Germany
David Lee and Yijun MaIpsos China, China
PREFACE
This paper aims to explore globalisation from a marketing – and particularly brand management – perspective. In order to investigate the opportunities and threats of globalisation for the brand landscape, we briefly introduce a theoretical framework of brands in a global world. 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...