Cross-Cultural Branding and Marketing (CBM101)
Cross-cultural branding and marketing provides a knowledge base of cultural differences and similarities as well as a structure of how to apply this knowledge to the management of global branding and marketing communications. Offering a mix of theory and practical applications, the course reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing communications. By providing many examples of advertising and branding from various parts of the world, it vocalizes and structures cultural differences for improved global marketing. It helps define cross cultural segments to better target consumers across cultures. Ways to identify and measure brand related cultural values in order to design a more effective advertising strategy are discussed. There is also a focus on cross cultural communications to study the influence exerted by it on interpersonal behavior and marketing communication across cultures.
Yoneko was born in Peru but has lived in the USA, UK, and Spain where she worked in tourism, international politics and cross-cultural studies before moving to Japan in 2006. In 2008, she completed her M.A. in International Cooperation Policy at Ritsumeikan Asia Pacific University on a Merit of Academic Achievement Scholarship. She consults with companies and trains executives who wish to have a better understanding of cross-cultural communication in order to carry out successful business worldwide. She also worked for UN World Tourism Organization marketing Bhutan as a new tourism destination in Asia. She is a Certified Cultural Trainer by ITIM International and is fluent in English, Spanish and Japanese. She continuously researches cross-cultural communication and business.
Yoneko has published in the following: 1) (Noticias Latinoamericanas magazine); "3-11" (an article about the social impact of the 3.11 earthquake) 2); Touyou Keizai (her seminar on Japanese culture for expats was featured); 3) ITIM International: "Bob a Distracted Traveler" (an article on Cross-cultural communication); 4) "Positive Thinking to Learn English" (Kindle version available); 5) "Stingy" (Kindle version available).
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