International marketing agency Lumière du soleil gave the report “New technologies of branding in transnational corporations in the age of globalisation” at the international research conference “The first Gerchikova’s Conference. Modern problems of management, marketing and entrepreneurship”.
The algorithm of creating and implementing branding projects in modern TNCs and the special aspects of international projects, deal with differences in cross-cultural perceptions and in regulatory and legal frameworks, were introduced to the participants of the conference. Also modern technologies of marketing research, from online questionnaires to neuromarketing tools, were demonstrated.
In particular we presented the characteristics of mosaic thinking and the necessity of modern marketing materials’ adaptation with consideration for target audience’s perception.
We also deal with a separate problem of framing (visual and textual content) and discussed the reliance and the popularity of information sources at the international market.