International Public Relations at Top 50 Global Brands: A Converged Or Diverged Approach?

International Public Relations at Top 50 Global Brands: A Converged Or Diverged Approach?

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This study was motivated by limited information about an approach that the top 50 global brand companies apply to their public relations strategies in areas considered to be smaller developing markets in Southeast Asia, including Thailand and Malaysia. Along with World Wide Web technology and a concept of globalization, the Internet brings information to targeted publics faster than ever before. Therefore, a purpose of this study was to examine which approach, convergence or divergence, the top 50 global brand companies commonly took to communicate with their target audiences in these two countries through their local web sites. An answer to a question does not always have to be either yes or no. Thus, it was not a surprise that the findings found two common strategies used by the top 50 global brand companies to support the idea of international public relations regarding web content. One was the diverged approach, in which organizations localized their strategies to match the locals' needs; the other, a glocalization approach, which combines both the converged and the diverged approaches together.2006 Rank Brand Name Country 2006 Value ($Mil) 2005 Value ($Mil) Change in Value Description (%) 1 Coca-Cola U.S. 67, 000 67, 525 -1% ... expanded the brand by buying animation hit-maker Pixar and beefing up digital distribution of TV shows through the Internet and iPods. ... 20 Samsung South Korea 16, 169 14, 956 8% Samsung is rolling out hot LCD TVs and ever more powerful memory chips.


Title:International Public Relations at Top 50 Global Brands: A Converged Or Diverged Approach?
Author: Pitchpatu Waiyachote
Publisher:ProQuest - 2007
ISBN-13:

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