Proceedings of the 2023 2nd International Conference on Social Sciences and Humanities and Arts (SSHA 2023)

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Research on Global Advertising Standardization and Global Brand Consistency

Authors
Tingyan Song1, *
1University of Southampton, Southampton, UK
*Corresponding author. Email: 1280538273@qq.com
Corresponding Author
Tingyan Song
Available Online 11 July 2023.
DOI
10.2991/978-2-38476-062-6_155How to use a DOI?
Keywords
Global Advertising; Standardization; Global Brands; Consistency
Abstract

In the context of globalization, it is an urgent problem for transnational corporations to establish and maintain a global brand with a unique image that can be widely accepted by markets in different countries through global advertising strategies. Under the premise of comprehensive consideration of internal and external factors of the enterprise, through the standardization of strategy, implementation and language to different degrees, global advertising can shape the identification and image of global brands, thus achieving the consistency of global brand personality, culture, positioning and value, and ultimately promoting the positive, awareness and loyalty of global brands. In the research process, firstly, this paper analyzes the connotation and influencing factors of global advertising standardization. Secondly, this paper analyzes the connotation and value of global brands. Finally, this paper studies the relationship between global advertising standardization and global brand consistency. Through the research, this paper hopes to provide reference for related research.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 2nd International Conference on Social Sciences and Humanities and Arts (SSHA 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
11 July 2023
ISBN
978-2-38476-062-6
ISSN
2352-5398
DOI
10.2991/978-2-38476-062-6_155How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tingyan Song
PY  - 2023
DA  - 2023/07/11
TI  - Research on Global Advertising Standardization and Global Brand Consistency
BT  - Proceedings of the 2023 2nd International Conference on Social Sciences and Humanities and Arts (SSHA 2023)
PB  - Atlantis Press
SP  - 1208
EP  - 1214
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-062-6_155
DO  - 10.2991/978-2-38476-062-6_155
ID  - Song2023
ER  -