Global brand strategy : unlocking brand potential across countries, cultures & markets / Sicco Van Gelder.

By:

Van Gelder, Sicco, 1964-

Material type: Text

TextPublisher: London ; Sterling, VA : Kogan Page, 2003Description: xii, 260 pages : illustrations ; 25 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0749440236
9780749440237

Subject(s):

DDC classification:

658.827 22

LOC classification:

HD69.B7 V357 2003

Online resources:

Contributor biographical information

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.

Summary: ""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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	City Campus City Campus Main Collection	658.827 VAN (Browse shelf(Opens below))	1	Available		A289545B

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Previous	658.827 UND Understanding brands : by 10 people who do /	658.827 UND Understanding brands : by 10 people who do /	658.827 UPS Upstart! : visual identities for start-ups and new businesses /	658.827 VAN Global brand strategy : unlocking brand potential across countries, cultures & markets /	658.827 VIN Accidental branding : how ordinary people build extraordinary brands /	658.827 WHE Designing brand identity : an essential guide for the entire branding team /	658.827 WHE Designing brand identity : an essential guide for the entire branding team /	Next

Includes bibliographical references and index.

""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.

Machine converted from AACR2 source record.

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