Cross-Cultural Branding: ‘Glocalisation’
Much (reasonable) Ado about Branding and its components HSBC. The world’s local bank. Clever. Pepsi brings you back to life. Not a smart one, since in Chinese this translates as “Pepsi brings your ancestors back from the grave[1]” Mercedes Benz branded itself as ‘Bensi’[2]. Blunder. “rush to die” is what ‘Bensi’ sounds like Chinese. A brand … Read more