1. Chapter 2 Global Branding American University of Sharjah College of Arts and Sciences Department of Mass Communication Dr. Ibahrine

2. Chapter 1 Objectives Define and understand the value of the brand concept Explain the global brand in global marketing Explore the brand as an association network Explain global brand strategies Discuss the global brand communications

7. Dimensions of Brand Personalities 2– Excitement Sincerity Ruggedness Sophistication Competence

11. Higher market share Increased brand loyalty Premium pricing Effects of Brand Equity Increases

12. A Customer-Based Brand Equity Framework Source: Adapted from Kevin Lane Keller, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing 57 (January 1993), 7.

13. Corporate brands

21. Elements brand association network brand name + signals products users places occasions moments moods visual images attributes Values benefits

23. Corona Extra original youth be different bars/pubs belonging talk to friends happiness open minded security sophistication exclusivity alternative other drinks more expensive thirst quenching refreshing outdoor good life enjoyment popular original bottle heat low alcohol relaxation Mexican restaurants Mexican with tequila quality mild clear success self esteem independence change freedom cultural enrichment blonde always in bottle without label lemon inside