Trends, symbols and brand power in global markets: The business anthropology approach

Abstract

Brand image is no longer a marginal dimension of business, but the very core of business identity and strategy. With a world culture evolving, customers everywhere respond to images, myths, and metaphors that help them define their personal and national identities and relationships within a global context of world culture and product benefits.

Citation

Binstock van Rij, J. (1996), "Trends, symbols and brand power in global markets: The business anthropology approach", Strategy & Leadership, Vol. 24 No. 6, pp. 19-24. https://doi.org/10.1108/eb054571