Name Selection in International Branding: Translating Brand Culture

Integrating Branding Strategy Across Markets: Building International Brand Architecture

Submitted August 1999 Revised February 2001 © Journal of International Marketing Vol. 9, No. 2, 2001, pp. 97–114 ISSN 1069-031X Susan P. Douglas, C. Samuel Craig, and Edwin J. Nijssen line basis, without considering the overall balance or coherence of branding in international markets from a strategic perspective. However, as international markets evolve and become more closely interlinked, fir...

The essential brand persona: storytelling and branding

Storytelling is a well known and ancient art form. Fascinating and compelling characters have animated literature around the world from the beginning of the written word. Today, scientific research has laid the foundations for a sound empirical understanding of storytelling as a clear aid to memory, as a means of making sense of the world, as a way to make and strengthen emotional connections, ...

Generic versus brand-name drugs

What?s in a name? A brand-name drug and its generic counterpart are chemically the same. They may have different names, colors, and shapes, but the United States Food and Drug Administration (FDA) requires generic drugs to share several similarities as the brand-name counterparts (more on this later). And, while there are some differences, generics don?t really change the effectiveness of the d...

The personality of brand lovers: An examination in fashion branding

Generic versus brand-name drugs

What?s in a name? A brand-name drug and its generic counterpart are chemically the same. They may have different names, colors, and shapes, but the United States Food and Drug Administration (FDA) requires generic drugs to share several similarities as the brand-name counterparts (more on this later). And, while there are some differences, generics don?t really change the effectiveness of the d...