Van Gelder, Sicco,  1964- <br/><br/>
Global brand strategy :  unlocking brand potential across countries, cultures & markets / 
Sicco Van Gelder. 
 - xii, 260 pages :  illustrations ;  25 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/> ""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. 
<br/><br/><label>ISBN: </label>0749440236 9780749440237 
<br/><br/><label>LCCN: </label>2003016216 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Branding (Marketing)<br/>Brand name products--Management<br/>Export marketing
<br/><br/><label>LC Class. No.: </label>HD69.B7  / V357 2003 
<br/><br/><label>Dewey Class. No.: </label>658.827