ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book focuses on the effectiveness of global consumer culture positioning strategy executed via highly performance-oriented appeal across four European countries. It describes privacy and security of customers’ private data which have always been major priorities for the firms. The book proposes whether brands can/should have multiple voices and the importance of developing a brand voice which is authentic, ethical, and operates with integrity. It considers a global brand as a powerful brand that is positively recognised throughout the world. Global means “standard”, but global means also “common” for “different” people: thus, a global brand must integrate, using differentiation as well. The book describes the importance of consumer-brand relationship as acknowledged by both researchers and practitioners alike. It also considers that in virtual space, consumers live immersive experiences that contribute to the creation of brand associations.
