The death of the brand? Challenges facing international brands in the 21st century - an analysis with examples and recommendations

Inhaltsverzeichnis (Table of Contents)

• Introduction
• The death of the brand? Challenges facing international brands in the 21st century.

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation analyzes the challenges facing international brands in the 21st century, focusing on the critiques of the anti-branding movement and the impact of globalization on brand perception. It examines the role of brands in shaping culture and the potential consequences of corporate actions on consumer trust and loyalty.

• The rise of anti-branding sentiment and its impact on global corporations
• The changing role of brands in shaping culture and consumer behavior
• The influence of globalization on brand perception and the challenges of operating in a globalized market
• The impact of corporate actions on consumer trust and loyalty
• The future of branding and marketing in the face of evolving consumer attitudes

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: The chapter explores the current state of branding, emphasizing the ubiquitous presence of brands in contemporary society and their role in shaping culture. It highlights the growing significance of brands, particularly in the wake of globalization and the rise of multinational corporations.
• The death of the brand? Challenges facing international brands in the 21st century.: This chapter examines the challenges facing international brands in the 21st century, focusing on the increasing criticism of globalization and its impact on corporate practices. It explores the role of brands in perpetuating capitalist ideology and the rise of consumer awareness regarding ethical concerns such as labor exploitation and environmental degradation. This chapter also discusses the increasing scrutiny of multinational corporations and the potential for backlash against global brands.

Schlüsselwörter (Keywords)

The key terms and focus topics of this dissertation are: branding, anti-branding, globalization, consumer culture, corporate social responsibility, multinational corporations, ethical consumption, brand reputation, and marketing strategies. The dissertation explores the changing relationship between brands and consumers in the 21st century, considering the impact of ethical concerns, social activism, and globalized markets on brand perception and loyalty.