Colonialism: Colonial Mentality Theory

Colonial Mentality theory grounds this study in recognition of colonialism’s lingering impact. Colonial Mentality theory attempts to shift the dominant ways in which people perceive the world (Young, 2003). Young (2003) stated, “Colonialism claims the right of all people on this earth to the same material and cultural well-being” (p.2). Young (2003) asserted that colonialism “names a politics and a philosophy of activism” that challenges the pervasive inequality in the world. In a different way, it resumes anti-colonial struggles of the past. Historically, American powers, deemed the west, subjected many regions, the non-west, to colonial and imperial rule. American powers felt it was their duty to colonize and felt justified in doing so: Colonial

Company image takes part in the brand image.

Marion and Michael (1996, cited by Graby 1993) exposed that there are three concepts of image that are necessary to understand and can be applied to brands, companies or countries:
1. “Desired Image” refers to the target image that emerges from the strategic planning process of the company.
2. “Diffused image” concerns the execution of plans by such actors as company employees and associated agents (e.g., advertising agencies, retailers), and almost always varies to a greater or lesser degree from the first.
3. “Registered Image” refers to the image actually held by consumers and other publics. It is formed on the basis of actions of the company and the actors it controls, but also of inputs from other actors in the general business environment (e.g., governments, trade unions, the

“Linked to a brand, its name is the symbol that adds to or subtract from the value provided by a product or service.” (Aeler, 1991) Like country of origin, brand equity is also one of the reasons why some people want to have a well-known brands in the whole world. Sometimes it is not all about the price anymore because in today’s generation brand is more important than