Global brand strategy unlocking brand potential across countries, cultures & markets
Title:
Global brand strategy unlocking brand potential across countries, cultures & markets
Author:
Van Gelder, Sicco, 1964-
ISBN:
9781417572250
9780749447120
Personal Author:
Publication Information:
London ; Sterling, VA : Kogan Page, 2003.
Physical Description:
1 online resource (xii, 260 p.) : ill.
Contents:
The global branding context -- The organization -- The brand expression marketing mix and implementation -- Local conventions -- The brand domain -- The brand reputation -- The brand affinity -- The brand recognition -- Taking a brand global -- Harmonizing a global brand -- Extending a global brand -- Creating a new global brand.
Abstract:
This text aims to clarify for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. Each brand has its own particular assets and vulnerabilities and this book provides a framework to be used comparatively across markets.
Genre:
Electronic Access:
EBSCOhost http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=125913