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Brand Morphing: Implications for Advertising Theory and Practice

Steven M. Kates and Charlene Goh
Journal of Advertising
Vol. 32, No. 1 (Spring, 2003), pp. 59-68
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4622150
Page Count: 10
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Brand Morphing: Implications for Advertising Theory and Practice
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Abstract

Contemporary cultural conditions present many challenges to academicians' and practitioners' understandings of the ways consumers interpret brands and advertising. This article advances the concept of brand morphing, that is, the ways that brand meanings change among different groupings of consumers as facilitated by ad practitioners' efforts to accommodate, reinforce, and create diverse cultural meanings across different international markets. Depth interview data from a study of ad practitioners illustrate the ways that ad professionals accommodate, work with, and reinforce perceived foreign cultural differences that exist across target markets. Finally, brand morphing's usefulness and relevance to contemporary advertising theory and practice is discussed.

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