Global brand strategy unlocking brand potential across countries, cultures & markets

Global brand strategy unlocking brand potential across countries, cultures & markets

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Bibliographic Details
Main Author: Van Gelder, Sicco 1964- (Author)
Format: Book
Language:English
Published: London Kogan Page 2003
Subjects:
Export marketing
Brand name products > Management
Brand name products > Marketing
Brand name products > Planning
Online Access:Click Here to View Status and Holdings.
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Table of 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
  • Harmon

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