@inbook{26dbce806bbc40c6935c3d5a09affc43,
title = "A framework of brand strategy and the {"}glocalization{"} approach: The case of Indonesia",
abstract = "Indonesia is one of the stars among emerging market countries. As these markets are growing, Indonesia stands out for having a very diverse culture (i.e. ranked 6th within Asia for ethnic fractionalization and cultural diversity score). In this chapter, we develop a branding strategy framework to successfully operate in such market since a successful strategy in one country may not be applicable in another country. A brand thus needs to understand the glocal approach. Reviewing extant literature and focusing on Indonesia as the international market setting, this chapter offers several contributions: First, it identifies challenges that companies face in building a strong international brand. Second, it offers a framework of brand strategy that is prominent in order to build and/or strengthen brand in a culturally diverse market. To successfully develop a brand in such market, three important factors need attention:(1) glocalization, (2) consumer-brand relationships, and (3) societal marketing.",
keywords = "Brand attachment, Brand love, Globalization, Glocalization, Social marketing, Societal marketing programs",
author = "Arnold Japutra and Bang Nguyen and TC Melewar",
year = "2015",
month = apr,
day = "30",
doi = "10.4018/978-1-4666-8262-7.ch006",
language = "English",
isbn = "1466682620",
series = "Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) ",
publisher = "IGI Global Publishing",
pages = "101--125",
editor = "{Alc{\'a}ntara-Pilar }, {Juan Miguel } and {del Barrio-Garc{\'i}a}, { Salvador } and Crespo-Almendros, {Esmeralda } and Porcu, { Lucia }",
booktitle = "Analyzing the Cultural Diversity of Consumers in the Global Marketplace",
address = "United States",
}