Global brand strategy : unlocking brand potential across countries, cultures & markets /
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
London : Kogan Page,
2003.
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| Subjects: | |
| Online Access: | Table of contents |
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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
- Harmonizing a global brand
- Extending a global brand
- Creating a new global brand.