Comments on: The Global Branding Continuum http://www.globalbydesign.com/blog/2005/05/19/the-global-branding-continuum/ Adventures in Web Globalization Thu, 22 Jul 2010 21:16:02 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Tunga Kiyak http://www.globalbydesign.com/blog/2005/05/19/the-global-branding-continuum/comment-page-1/#comment-31 Tunga Kiyak Thu, 26 May 2005 16:25:57 +0000 http://globalbydesign.com/2005/05/19/the-global-branding-continuum/#comment-31 On the other hand, coming to web globalization, that's a more interesting discussion. I would say that local preferences and perceptions play a big role. For example, on the issue of using Flash: in the U.S. having flash on your home page is mostly seen as passe and a waste of bandwidth. But, in countries such as Turkey, it's a sign of a elaborate web design, even though the broadband penetration isn't high enough to justify its use. A site without Flash is seen as amateurish, forcing multinationals to "play along". On the other hand, coming to web globalization, that’s a more interesting discussion. I would say that local preferences and perceptions play a big role. For example, on the issue of using Flash: in the U.S. having flash on your home page is mostly seen as passe and a waste of bandwidth. But, in countries such as Turkey, it’s a sign of a elaborate web design, even though the broadband penetration isn’t high enough to justify its use. A site without Flash is seen as amateurish, forcing multinationals to “play along”.

]]> By: Tunga Kiyak http://www.globalbydesign.com/blog/2005/05/19/the-global-branding-continuum/comment-page-1/#comment-30 Tunga Kiyak Thu, 26 May 2005 16:15:52 +0000 http://globalbydesign.com/2005/05/19/the-global-branding-continuum/#comment-30 Except, the concept isn't new at all. It's something that has been discussed in at least 20 academic articles, and at least 10 books. So, I don't understand why Reibstein and Day act as if they just discovered it. Even the "continuum" is not a new way of describing the concept, so its perplexing. For example, the MTV Europe example is a case study that's been in international business textbooks for at least 10 years. There is even a video case of it... Except, the concept isn’t new at all. It’s something that has been discussed in at least 20 academic articles, and at least 10 books. So, I don’t understand why Reibstein and Day act as if they just discovered it. Even the “continuum” is not a new way of describing the concept, so its perplexing.

For example, the MTV Europe example is a case study that’s been in international business textbooks for at least 10 years. There is even a video case of it…

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