_The international marketing promises to solve managerial problems using technical and universalizing approach. Ethnocentric approach to branding is been adopted by the researchers. As the global market develops this seems to be problematic. Thus it is important that some key premises and foundation needs to be revised. The branding research needs to be historically and contextually grounded, polycentric in orientation, and acutely attuned to the symbolic significance of brands of all types._ INTRODUCTION:
Brands are going everywhere in the global popular market. The Nike tick mark, the Coco-Cola symbol or McDonald’s M triggers tens and hundreds of responses. Brands are becoming integral part of our culture thus there is a great need for international marketing scholars to change with the changing global market condition and also contribute to the public dissonance of branding practices. The theory and tools available are not sufficient to analyze the complexity of globalization and the brands role in it. The international marketing still does not suggest the appropriate theoretical and methodological challenges brought by globalization, and also in branding. AIM:
Study of cultural approach taken by Starbucks to branding in global marketplace. OBJECTIVE:
Theoretical and methodological blueprint for studying the cultural role of Starbucks in global market. LITERATURE REVIEW:
1.A* Cultural Approach to Branding in the Global Marketplace*. Review:
What cultural differences (national, regional) do branding strategies embed? How have different branding concepts and theories emerged and for what purposes? Analytical approach:
How do traditional brand landscapes affect globalized brands? How do brands at different geographical scales interact in market space?...