Tabale of COntent

I. Introduction 2
II. Body 3 1. Literature review 3 1.1 Global brands 3 1. 3 Brand Images & Country of origin (COO) effects 4 Figure 1: Model for developing strong brands based in Country of Origin image 6 1.4 Brand Names 7 2. Discussion 7 2.1 Existence of global brands 7 2.2 Cultural sensitivity & COO image perception 9 2.3 Brand name & national alphabet 9 Figure 2: Chinese naming analysis 10 Figure 3: Domestic brand names in Vietnamese market 11
III. Conclusion 12
IV. REFERENCES 13

I. Introduction

Globalization concept is studied since 1870 (Lee et al, 2009); during the development of its concept, there are many debates around consequence of convergence process of the world. In last three decades, globalization is predicted as noticeable trend causing the homogeneity of consumption pattern in near future (Levitt, 1983 in Robson , 2005), whereas, in this days and age, homogeneity of customer needs, taste and lifestyles is indicated as an impossible phenomenon (De Mooij M., 2011). The debate of globalization versus localization leads to examining application of the maxim- “think global, act local” in different markets across the world. Failures of global brand in standardizing its name, brand image perception, causes the suspicion of existence of global brand.

The aim of this study is to examine two dimensions of brand image perception of customer: country of origin effect and brand name. Afterward, my personal opinion of existence of global brand will be proved in discussion part through previous researches and remarkable successes of some global brands in reality.

II. Body
1. Literature review
1.1 Global brands
“A global brand is one that available in most countries in the world”
( De Mooij, 2005, pp 14)

Global brands are defied as brands whose dimensions: personality, position,