US EditionSusana Costa E Silva: "“Glocal Fading” vs. “Brand Sovereignty”: How Chinese Brands in Europe Manage the Country of Origin Effect"
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Susana Costa e Silva: "“Glocal Fading” vs. “Brand Sovereignty”: How Chinese Brands in Europe Manage the Country of Origin Effect" admin Fri, 05/30/2025 - 16:53 In recent years, a new concept has emerged in global branding: “Glocal Fading” – the strategy of deliberately blurring the national origins of a (local) brand to avoid negative stereotypes. A good example of this art comes to us from companies like the Chinese company Lenovo. This is not …
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