Unformatted text preview: brands, the ways in which multinational companies court local cultures while maintaining a global identity for their brands, and what debates have arisen over the spread of the global brand. As you read, pay attention to the following terms: Brandsaga/ Brand stories Brand personality Brand hijacking Brand consistency Culture Jamming Cool Britannia Fetishization Acculturation Creolization Coca-colonization Super-connectors Social network...
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- Spring '05
- Globalization, Global Brands, Fetishization Acculturation Creolization, consistency Culture Jamming, Brand stories Brand