Global brand strategy : unlocking brand potential across countries, cultures & markets /
Van Gelder, Sicco, 1964-
Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder. - xii, 260 pages : illustrations ; 25 cm
Includes bibliographical references and index.
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.
""For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking." -- placebrands.net"--Publisher description.
0749440236 9780749440237
2003016216
Branding (Marketing)
Brand name products--Management
Export marketing
HD69.B7 / V357 2003
658.827
Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder. - xii, 260 pages : illustrations ; 25 cm
Includes bibliographical references and index.
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.
""For all those involved in global brand management, the local management of a global brand, or the management of a local brand faced with foreign competition, Global Brand Strategy provides not only a robust framework for analyzing the complexities, but also much fresh and original thinking. For students of international business and marketing, it will aid their understanding of our multi-cultural world and help them to discard any ethnocentric thinking." -- placebrands.net"--Publisher description.
0749440236 9780749440237
2003016216
Branding (Marketing)
Brand name products--Management
Export marketing
HD69.B7 / V357 2003
658.827