Webinar
JM Webinar: Branding Cultural Products in International Markets
Hosted by American Marketing Association
Dates TBD Online / Virtual
About This Event
This webinar examines brand name strategies for cultural products entering foreign markets, using Hollywood movies shown in China from 2011 to 2018 as a case study. Researchers discuss when to maintain original brand names versus reframing them for cultural relevance, particularly for products with strong domestic brand recognition.
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